SEO Audit Checklist PDF and Templates

Use this for: Anyone using the audit downloads.

Download the PDF for printing or the XLSX for an editable audit. The workbook contains Start here, Audit checks, Findings and Illustrative example sheets. Use the checks CSV or blank findings CSV when importing into another system. Keep the downloaded master separate from each real site’s working copy.

1. Choose the intended format.
2. Save a site-specific working copy.
3. Open it and confirm the 21 audit checks.

Use this for: Every site audit.

In Scope or URL, identify the reviewed property, page group or sampled URL. Set a review date and use comparable date ranges for search observations. Include important page templates rather than only the homepage. If access or sampling leaves gaps, label those gaps; a sample is not proof that every URL was tested.

1. Choose important page types and URLs.
2. Specify review dates and available reports.
3. Keep unreviewed areas visibly outside the conclusion.

Use this for: Checks that uncover a problem.

Use Untested, Pass, Fail, Blocked or Not applicable in Audit checks. Findings uses a different workflow: Open, In progress, Ready for retest, Closed or Blocked. A developer finishing a change does not automatically make the original check Pass. Inspect the result before closing the finding. Notes remain optional.

1. Inspect the check’s actual condition.
2. Set its result in Audit checks.
3. Track a repair separately in Findings.

Use this for: Confirmed problems or explicitly labeled investigations.

For each confirmed issue, enter a Finding ID, the related Check ID, affected URL or template and a plain description of what happened. Explain why the problem matters to that page’s intended task. If the cause is not confirmed, choose Needs investigation in the Confidence column rather than presenting a guess as fact. Supporting notes are optional.

1. Identify the affected URL or shared template.
2. Describe the observed mismatch.
3. Separate a confirmed cause from an open hypothesis.

Use this for: Audits with repeated page or template issues.

If several URLs fail because of one template setting, create one main finding and list the affected scope. Keep separate findings when the causes or repairs differ. This avoids assigning the same change repeatedly while retaining representative URLs for testing. Do not merge unrelated defects just because an audit tool places them in one category.

1. Compare affected pages for a common cause.
2. Group genuinely shared repairs.
3. Keep representative URLs for retesting.

Use this for: Findings ready for a repair decision.

Use High, Medium or Low according to the problem’s scope and effect on important pages. Write the actual proposed change in Recommended change and name an owner who can make it. Resolve a broad accidental crawl block before a minor cosmetic issue. Keep effort and dependencies in mind when setting a target date.

1. Assess the affected pages and visitor impact.
2. Write the specific change.
3. Assign an owner and workable target date.

Use this for: Findings after implementation.

In Retest method, name the report, URL or interaction to repeat and the expected result. After the change, add the retest date and result. A live inspection can confirm a removed restriction; Google’s indexed record may update later. Keep a finding open or Ready for retest when you have not verified the change.

1. Define the confirming test.
2. Repeat it after the repair.
3. Close only the finding whose expected condition is verified.

Use this for: People working in Google Sheets.

In Google Sheets choose File → Import, upload the XLSX and create a new spreadsheet or sheets. Check that Audit checks and Findings remain distinct and that columns and status controls are usable. Do not replace an existing report accidentally. CSV imports are useful for rows but will not bring workbook formatting with them.

1. Import into a safe new destination.
2. Verify both data sets and the example label.
3. Check status controls before team use.

Use this for: Audit deliverables shared with another person.

Review the outgoing PDF or workbook. Remove any demonstration rows from the real Findings sheet and keep illustrative examples labeled. Include scope, unresolved questions and next actions. Check optional notes for private information before sharing. The workbook does not certify compliance, automatically test a site or guarantee search improvement.

1. Separate examples and actual observations.
2. Summarize confirmed priorities and open gaps.
3. Share only the necessary project information.