Step by Step Guide for Website Audit | Pratioorva

Step by Step Guide for Website Audit

Whether it’s a large website or a beginner,  you need to conduct a website audit regularly. In this article, we have mentioned the process step by step on how to audit a website. There are 8 factors that you should check on a website when you will be auditing it.

Step by Step Guide for Website Audit:

  1. Domain Checkup
  2. Robots  Title Checkup
  3. XML Sitemap File Checkup
  4. Google Link Checkup
  5. Page Quality Checkup
  6. Image Quality Checkup
  7. Structure Data Checkup
  8. Broken Link Checkup

RELATED READ: 10 Best Free SEO Tools in 2021 | SEO Checker

1. Domain Checkup

Domain checkup is on the top of the list Guide for Website Audit because it represents your brand. Additionally, the most important thing, i.e., the whole traffic, will come to the website through this only. Therefore while buying a new domain name, don’t forget to make sure that the domain name is relevant to your niche.

Now coming back to the domain checkup, we need to keep 3 points in mind while going for a Website Audit. These are

  • SSL Certificate: Your website must have an SSL Certificate because most browsers, including chrome, will show a warning if your website lacks an SSL certificate. And once your site shows a warning of being not safe, people will avoid visiting your website, and you will end up not ranking on Google. The conclusion of this is that the website must be SSL certified, it does no matter whether it is a business or a personal domain.
  • Is the website served from HTTPS?: If you think that you have purchased SSL Certificate and it’s enough, then you’re mistaken. You must check that it is serving HTTPS or HTTP because HTTP is not considered safe. You can check this when the website loads. It will either show or If it is showing  or showing lock sign on your website, then it is serving on HTTPS; otherwise, it is not.
  • Is WWW Version Permanently  Redirect to Non-WWW version or Vice-Versa?  : Check the website whether it is permanently redirected from the WWW version of that website to the not-WWW version or vice versa. If you are using a non-WWW version, i.e.,, as the main link for your website and have not redirected it to the www version, it will not be available searches for the www version, i.e., The same will happen if the case is the opposite. In such a case, your website will show a 404 error for the version you have not redirected to.

2. Robots File Checkup

There are checklists you should consider while you are checking the robots file of a website. To check the file, you have to type on the search bar and press enter.


robots.txt file of

Check Lists to follow:

  • Robots file must be named robots.txt, not robot.txt or Robots.txt, ROBOTS.TXT
  • It must be in the root folder, not in any other folder.
  • All the instructions in the robot file must be valid.
  • Do not block the asset folder.
  • Include sitemap URL(s) in the robot file. This will help the crawler to access your whole website easily.

3.XML Sitemap File Checkup( Sitemap)

There some important points to note while you are checking XML Sitemap generally called sitemap. You can check it by typing “” on the search bar. You will find yourself looking into the webpage similar to the image below.



Checklists to follow:

  • Site map size should be valid ( Maximum File Size- 50 MB and Maximum URLs- 50,000). If you have more than 50,000 URLs, divide them into sets of 50,000 URLs and or define each type of URLs separately like blog URLs, page URLs, product URLs as shown in the picture above.
  • Sitemap file should be accessible.
  • A sitemap should have all the valid pages.

4. Google Links

When it comes to google Links, we mainly look for Google Analytics code and Google Search Console code. You can check these codes in your source code using these steps:

  1. Go to your website
  2. Right-click on the page and then click on ” View Page Source.”
  3. Press Control+ F, a find bar will appear, type “Google Analytics.”
  4. You will see Google analytics code on it.
  5. You can follow the same step for a website audit up to 3rdd to search Google search console and Tag Manager on it.

Google Analytics

Google Analytics helps you in tracking how much traffic you are getting. Additionally, it also shows the source, origin, age group, and gender of a group of visitors on your website, and much more.

Google Search Console(GSC)

Google Search Console, also called Google Webmaster and Search Console, is very important for tracking the keywords you are ranking for, which page is ranking for the targeted keywords and how many clicks you are getting on your website. You can also request to crawl your website on Google and check for errors on your website, which are stopping the crawler from accessing your website and much more.

Tag Manager Tag

Google Tag Manager is the best option for tracking specific events on your websites, like click on the button or set a paid campaign, and you want to track it in a specific way.

5. Page Quality Checkup

The first four steps of the website audit, we have discussed were related to the internal structure of your website, which the users can not see; Now, we are going to discuss the factors that will be visible to the users, starting with a Page Quality Checkup. 

Page Title Also Know As Meta Title

Meta Description

  • Meta Description must be unique
  • Meta Description must be between 430-920 Pixels long.
  • Use Canonical Tag on pages that have copied content of another page of your website. Let’s say if A is the original page and you copied page A to Page B. It would be best if you used a canonical tag on Page B so that google bot can understand which one is the original page and will not waste crawling budget on choosing one of them, and it can also choose a page that you don’t want.
  • Canonical Tag will Look like <link rel=”canonical” href=”your website” />
  • You can use the Counting Characters tool for this to see the pixel of your meta tag.

Note: Do not copy the content of other websites, or else you will be banned from google permanently. The content copied from other articles is not called copied content; it’s called Content Scraping. According to Google’s privacy policy, Content, Scraping, and Doorway Pages are illegal. Door Pages means creating 1000s of pages with the same content with different countries and cities.


  • H1 should be unique and preferred 50-70 characters
  • Use H2 to H7 according to order

Open Graph Tag

Open Graph Tag is used to show how your link will look on Facebook when you post your link as a post.

  • Title of Open Graph Tag should be less than 70 character
  • OG description should be less than 65
  • OG image should be at least 1200 pixel wide

Twitter Tag

Twitter Tag has the same function as OG tag, and it just serves on Twitter.

  • Title of Twitter Tag should be less than 55 character
  • The limit of description must be less than 125 characters.
  • Use at least 1200 pixel wide Image on Twitter Tag
  • Twitter cards are of four types: Summary Card( Only Description), Summary Card with Image, App Card( For Apps), Player Card(For Games).

6. Image Quality Checkup

  • Size of Image( should be optimized and compressed approx 50kb or less.
  • Use Image of JPEG, web. PNG should only be used in Transparent Images like LOGOs.
  • Delivery Method of Images should be through CDN.
  • The title of the Image should be according to the blog.
  • Alt Tag must define what that picture is showing, not keyword stuffing.

7. Structure Data Checkup

Structure data shows google how your website will look on google, and the most common structure data used nowadays is Schema Data.

JSON-LD Schema for Product

  • Schema Data should be according to your type of website.
  • No need to add the same schema to each page
  • You can generate schema according to your website type on

8. Broken Link Checkup

  • Check for standard broken links that are showing 404 on clicking it. Use redirect to divert traffic to these pages to your website.


404 Page of website

  • Please do not link the broken links to the page that redirect users from that page to another page; it will annoy the user, and Google will penalize you for it.
  • Never redirect your broken links to the canonical page. Always redirect broken pages to the original page; otherwise, it will not get the juice of your original page.


A Digital Marketing Executive with experience of 2.5 years in SaaS based marketing, On-Demand Marketing, Blockchain, NFT Development, etc. 👉 Experienced in improving the volume and quality of traffic for numerous websites by using ethical Search Engine Optimization techniques, Promoting both off-Page and on-page activities, and also the interactions that build ranking, profile, and traffic. 👉Content Curation / Distribution/ marketing + Social-SEO (Social Media Optimization) - Build systems and protocols internally that ensure all content is optimized across all platforms and user experiences (websites, mobile, social, video, blogs, retail portals, etc). 👉Basic knowledge of Social Media Strategy to drive revenue growth, increase customer acquisition, and build brand awareness. 👉 Strong Research Trends Analysis skills along with Competitive Research - Monitoring and administer web analytics dashboards, reports, and key reporting tools 👉 Experience in SaaS Website Optimization, Google Data Feeds, Product Optimization, and Basic Knowledge of Social Media Marketing 👉 Have certification in Google Analytics (beginners and Advance),

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1 Response

  1. seotraining says:

    A very informative article shared and thank you for the same

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