SEO Audit Checklist: 9 Page-Level Factors to Assess

When conducting an SEO audit, you also have to look at some page-level elements of your website. Here are a few things to check and how to evaluate them.

When conducting an SEO audit, you have to look at some page-level elements of your website.

Here are nine page-level factors to check and how to evaluate them.

1. Crawl Your Site

Using Screaming Frog, perform a crawl of your site.

For this crawl example, I used Screaming Frog SEO Spider 7.2.

I also used CNN.com as an example site for all these bits and pieces.

• Fire up Screaming Frog.
• For most basic audits, you can use the following settings by going to_ Configuration > Spider_.

Screaming Frog Basic Settings:

Screaming Frog Advanced Settings:

What to Check

You’ll want to check the following to make sure all of these elements are up to date and they are implemented according to your SEO strategy.

If not, then you’ve identified fixes you’ll need to perform after this audit:

• Keyword in the title tag.
• Title tag starts with keyword.
• Keyword in description tag.
• Keyword appears in the H1 tag.
• Keyword is most frequently used phrase in the document.

2. E-A-T: Expertise, Authoritativeness, Trustworthiness

Every year, Google updates its quality raters’ guidelines for the world to see.

This has nothing to do with the search algorithms but actually has more to do with Google raters (who are human readers) and how they assess the strength and quality of a web page.

This framework that they use is E-A-T, or Expertise, Authoritativeness, and Trustworthiness.

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Disclaimer: Many points made in this post have been derived from discussions with various parties, but do not represent any individuals or organisations.