An SEO site checkup is a structured review of a website to find what holds it back in search: pages that are not indexed, slow or broken pages, weak titles, thin content and links that do not work. You can run a basic checkup yourself in an afternoon with free tools, then decide what to fix first.

This guide gives a checklist in the order that usually works best: indexing first, then technical health, then on-page and content, then links and measurement.

What you need

  • Google Search Console, free, verified for your site.
  • Google Analytics or another analytics tool.
  • PageSpeed Insights, free.
  • A crawler such as Screaming Frog (free up to 500 URLs) or a site audit tool from Semrush or Ahrefs.
  • A spreadsheet to record issues and priorities.

Step 1: Check indexing

A page that is not indexed cannot rank, so start here.

  • In Search Console, open the Pages report and see how many pages are indexed and why others are not.
  • Use the URL Inspection tool on your most important pages to see how Google sees them.
  • Check that your XML sitemap is submitted and lists the pages you want indexed.
  • Look for accidental blocks: a noindex tag, a robots.txt rule or a canonical tag pointing elsewhere.

Step 2: Check technical health

  • HTTPS: every page loads securely, and HTTP redirects to HTTPS.
  • Status codes: find broken links (404) and redirect chains with your crawler, and fix them. See redirects.
  • Duplicate versions: make sure only one version of your address (with or without www) is used, with redirects from the other.
  • Mobile: check key pages on a real phone. Google indexes the mobile version first.
  • Speed and Core Web Vitals: test key pages in PageSpeed Insights, and read the Core Web Vitals report in Search Console. See page speed.
  • Structured data: if you use it, test that it matches the visible page.

Step 3: Check on-page elements

  • Titles: each page has a unique, clear title of about 60 characters or fewer.
  • Meta descriptions: each page has one that says what the page offers.
  • Headings: one H1 per page, with logical H2 and H3 headings.
  • Images: descriptive alt text, sensible file sizes.
  • URLs: short and readable.
  • Internal links: important pages are linked from related pages, with descriptive link text.

Step 4: Check content quality

  • Does each key page answer the search it targets, and match the type of page that ranks?
  • Is the content original, accurate and up to date?
  • Are there thin or duplicate pages that should be improved, merged or removed?
  • Is there a named author and clear information about who runs the site, especially for health, money and legal topics?
  • Do two pages compete for the same search? Pick one and combine them.
  • Review the Links report in Search Console for your top linked pages and linking sites.
  • Look for spammy or paid-looking links and for broken links pointing to your site.
  • Check that your business details are consistent across sites, and for local businesses, that your Google Business Profile is complete.

Step 6: Check search performance and measurement

  • In the Performance report, find pages and searches with many impressions but few clicks. These pages may need better titles or content.
  • Find searches where you rank on page two or three and improve those pages.
  • Make sure analytics records conversions such as forms, calls and sales.

How to prioritize what you find

Priority Issue type Examples
High Stops pages from being found noindex on key pages, robots.txt blocks, server errors, broken site sections
Medium Hurts experience or relevance Slow pages, duplicate titles, thin pages, broken links
Low Polish Missing alt text on minor images, long URLs

Fix high-priority issues first, then re-check in Search Console after a few weeks. Google says changes can take from hours to months to show.

How often to run a checkup

Do a full review once or twice a year and after any redesign, migration or big change. Check Search Console monthly for new errors and drops.

Frequently asked questions

Is a free SEO checker enough?

Free checkers find common issues, but they cannot judge content quality or business goals. Use them as a start, with Search Console data.

How long does an SEO checkup take?

A basic one can take a few hours for a small site. Large sites take longer.

What is the first thing to fix?

Anything that stops important pages from being indexed or loaded.

Do I need a specialist?

For complex problems, large sites or migrations, a specialist helps. See our SEO services.

Madhavi Vadukiya

Content Marketer and Editor at MexSEO

Madhavi Vadukiya is a Content Marketer and Editor at MexSEO, where she crafts and curates SEO-focused content that drives engagement and search visibility. With a keen eye for detail and a passion for digital storytelling, she helps brands connect with their audience through compelling, data-driven content strategies.

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