Fast DIY Website SEO analysis Tips in 2023[Free SEO Tools]

Website SEO Analysis Step by Step Guide

What is SEO Analysis?

SEO analysis is the process of finding the gaps a website has from an SEO point of view. It helps you dig out the issues your website has so that you can fix them and achieve better SERP visibility

The right outcome of Website SEO analysis should be a list of action items that you should implement for better Google rank, better reach, and more traffic to your site.

After all, At the end of the day, we want to rank higher in Google

Website SEO Analysis includes analyzing various focus areas, important ones are 

Basic Website Analysis to Dig out Basic Index and Crawl Issues

Technical SEO Analysis and Core web Vitals – to dig out Speed and Loading issues of Site

Content Analysis to find Opportunities for Creating Better Content

Competitor Analysis to see how we can beat our rivals. 

Today, We will know how website search engine optimization analysis can help you rank higher in Google

SEO Tools required for the Website Audit

In this blog post, We will show you how to perform website SEO analysis using the following Following  Website SEO Analysis tools

  1. Google  –  The Big Boss 
  2. Ahrefs Webmasters – Free
  3. SE Ranking – Free 14 Days trial
  4. Google Analytics – Free
  5. Google Search Console – Free
  6. Google PageSpeed Insights Tool – Free
  7. CopyScape – Free tool to Check Duplicate Content on Website 

Let’s now look at the steps you need to perform to achieve the above. 

Glossary of Terms that we have used in this Blog Post

Before we move to the Website SEO analysis checklist,  lets quickly look at some of the definition of some SEO terms that we will use in this Blog Post

SEO TermsDefinition
IndexGoogle’s Database where it Stores web pages A Site is said to be indexed in Google only if Google can fetch and read the site
CrawlGoogle’s Process of finding and storing the web page in its Index
CrawlerGoogle Software that crawls or fetches web pages and indexes those web pages
SiteMap FileAn essential file that has information on web pages, videos, and other important files on your site. 
Creating a Sitemap file and submitting it on Google means you are telling google the important web pages
The sitemap also contains information like when a web page was last updated and if the web page is present in an alternate language
Robots.txtThis is a file that tells the crawler, which URLs the crawler can access on your site. 
GoogleBotJust a fancy name of Crawler – But you should know that this Googlebot is one smart crawler that does its job of crawling and indexing web pages a day in day out – 
SEOSearch Engine Optimisation or SEO is the process of improving the visibility of a web page in a Search Engine – like Google, Yandex, or Bing

Lets now look at the SEO analysis step by step guide

Step by Step Checklist to Perform Website SEO Analysis using Free SEO tools

Step 1: Check if your Site is on Google i.e Indexing of Pages

Evaluate your Site’s Online Visibility 

Perform a  Site: search for your site’s home page in Google

This is what we get for ( DML) in Feb 2023

Website SEO Analysis

This shows that 138 pages are indexed in google 

If you are unable to find your site in Google, there is a possibility that 

  1. Your site is not connected to other sites on the web or it may be new. 
  2. Design of Site makes it difficult for Googlebot to crawl your site
  3. Googlebot got an error while trying to crawl

Here is what you should do to fix the Indexing issues:

  1. Connect your site with Google Search Console. Read this Guide
  2. Generate and Submit a Sitemap file 
  3. Analyze and Generate a Robots.txt file
  4. Read this Detailed webmaster guideline

Step 2: Enable Safe Browsing for Internet Users

Everyone prefers safe browsing. 

Chrome also favors safe browsing

Thus, it is very important to check if your website has an HTTPS certificate installed or not. 

 If not, get a free SSL certificate from Lets Encrypt

Else, ask your web hosting provider and they will install it on your site

Step 3: Check the HTTP, HTTPS, WWW, and Non-WWW versions of pages 

Also – The www and non-www versions of the website should point to the same link. 

 For example, see: and – point to the same link 

 Google has confirmed that it Differentiates between www and non-www versions

Google recommends adding both www and non-www along with HTTP and HTTPS versions to the search console. 

Website SEO Analysis - having HTTP and HTTPS

Step 4: Check the Titles and Meta Description in the Web Pages

Help Google to understand your content by adding Title Tags and Meta Descriptions. 

The titles and Headings should be reasonable, witty, and phrased in a way that gives away what the content is about.

Titles and Meta help Googlebot to better understand the topic around which content is being built

Meta should include the proper phrasing and a brief description of your page.

The shorter and more meaningful URLs of your site act as a catalyst to grab attention.

Run a quick Audit to see what pages of your website have missing Titles and Meta –

Use the Free Ahrefs webmaster tool and connect your GSC data

Start the Website Crawl and You will have the list of issues that flags: missing meta/titles too long

You should optimize these details

This is what we got when I ran the Audit for DML: 

Website SEO Analysis to Check Title and Meta using Free AHrefs Webmasters

Here are some Best Practices around creating Titles tags and Meta

  1. Create Unique and Definite Page titles
  2. Titles Should accurately describe the Page Content
  3. Titles of each page should be Short and Informative – else Google may trim the text in Search Results
  4. The Meta Description tags should briefly summarize the page content for internet users

Step 5: Analyse Loading Speed of Web pages and fix Issues

As confirmed by Google in 2018: Speed is now used as a Ranking factor for Mobile searches

Website SEO Analysis to Check Loading Speed of the SIte

Faster loading speed means a better browsing experience for visitors

Today, No one wants to hang around while your site buffers! 

Here is a quick way to check the speed of your site

Go to Google Page Speed Insights and hit your home page URL or a page that fetches max traffic

See Image – you will see how the web page performs both for mobile and Desktop

Website Speed with Google Lighthouse

I also recommend using GTmetrix – I like the waterfall charts that show the Speed Performance

Website SEO Analysis

Best Practice to Improve Site Speed

  1. Images are one big reason why a site can be slow.  For WordPress users, use image optimization plugins like Smush or Shortpixel to compress the images
  2. Minify CSS – use Wp Rocket – a plugin that can improve your WordPress site significantly 
  3. Migrate from Budget hosting to premium hosting – we migrated from Cheap hosting to premium web hosting and saw a massive change in loading speed

This Video will help you to Speed up your WordPress site

Step 6: Analyse and Generate Sitemap and Robot.txt file 

After connecting your website to Google Search Console, check if Google has a problem crawling the content on your web pages

This includes analyzing the search performance of your site. 

Start here

Check if there is a Sitemap Submitted

If not, Create a Sitemap using these Free Sitemap Generators Tool

Go to your Google Search Console -> Sitemaps

Submit the Sitemap in Google via Google Search Console

See this image below – this is how you can submit a Sitemap in Google Search Console

Website SEO Analysis

DML Tip : Refer to Sitemap Guide from Google

WordPress Site Owners can generate Sitemaps for Free using RankMath WordPress plugin

Check if the Robot.txt file is present for your site

Log in to your Google Search Console 

Open a new tab and Go to this Robots.txt tester

Select your Property from Dropdown

Website SEO Analysis

It will show you if any errors or warnings exist – See Image Below

Website SEO Analysis

Check this Guide to generate Robots.txt file

I will also recommend checking Google Analytics Audience behavior and seeing how the audience is behaving on your site

Connect your website with Google analytics 

Go to Behaviour 

You can see how the audience is interacting on your site – are they taking an action or not. 

Accordingly, you should improvise. 

Website SEO Analysis

Step 7: Check your Site for Mobile Friendliness

Starting in 2016, Google has started to primarily use the mobile version of the site for ranking

To know if your site is Mobile-Friendly, 

Perform your Mobile-Friendly Test on this Free Google Tool

Enter your URL and Google will take a minute to analyze 

Website SEO Analysis

Check some Best practices to create Mobile-Friendly Sites 

  1. Create a Responsive Web Design – In case you are a WordPress user, use Moboel friendly WordPress themes
  1. Avoid Mistakes like featuring unplayable videos on mobiles
  1. Provide full functionality on Mobile devices – as present in the desktop version
  1. Make sure to add the Images, Videos, and Structure Data are included in the mobile version
  1. Regularly check Google Search Console Mobile Usability report as SHown below and check the affected pages and fix them

Go to Google Search Console -> Mobile Usability and See the errors

Mobile Usability Issues

Step 8: Analyze the Website Hierarchy and Structure

Google recommends for Conceptual Page Hierarchy in Site Structure

It is because a clear site hierarchy helps the internet visitors to quickly find the content they want 

Additionally, Site Hierarchy helps the Search Engine understand what content a website owner thinks is important 

A flat  Site Structure is good – as it will tell visitors and Google the root page and the depth 

Website SEO Analysis

One Should plan the Site Hierarchy and Navigation from Home Page

Here is a short Best Practise list for creating a better Site Navigation Hierarchy

  1. Use Breadcrumbs – a row of links at top of the button of the page that allows the visitor to navigate to the previous page or home page

See Image Below – How we are using Breadcrumbs

Website SEO Analysis

2. Create a Natural Hierarchy – Make it easy for visitors to go from general to more specific Content 

3. Create a Custom 404 Page that Guides them back to your site – Also, add a no-index tag to the 404-page

4. Create a Navigational Page – that tells users how they should explore content on your site

Step 9: Check and Trim out pages with  Duplicate Content

Google Hates Duplicate Content. You Should find out and fix the duplicate content issues

Go to Copyscape and hit a URL

It will show you duplicate content 

Website SEO Analysis

You should revisit those web pages and update the content so that duplicity is removed

In case it is a zombie page – as in if it gets very less traffic, Consider removing that web page

How to fix Duplicate Content issue

  1. Review all the pages with duplicate content – either with Copyscape or with Ahrefs
  2. For every page in the group of duplicates, you should select the canonical version that you want to be indexed in search results. 
  3. Add the tag: “rel=canonical” label on each page with duplicated content, including the canonical page itself.

Step 10: Run a Free SEO Audit to find the Issues and Errors

Lets now use the 14 Day Trial for SE ranking to Set up an Audit 

After you have activated your trial, Add your website as a project

Go to Add Project – Enter your URL as Shown below and Hit next

Website SEO Analysis

Skip Adding keywords and then Select the Search Engine

For example, I selected Google USA as a Search engine and click on ‘Add Search Engine’

Website SEO Analysis

Click Back to Project and then Select the Website Audit as Shown Below

SE Ranking will run a Website Audit 

Next, Click on Top Issues 

Website SEO Analysis

Select Errors and this is where you will find the Gpas that you should immediately address. 

Step 11: Analyse and Fix your website’s internal linking

Examine your internal links.

Internal Links help search Engines better scan a website as crawlers can discover new web pages by following the Internal lInks. 

By Improving the internal links in your website, you will give better signals to the Google bot.  

Open the SE Ranking Audit your ran above and go to Internal Links Section as Shown  

Website SEO Analysis

This view gives you all the Issues that one needs to fix. 

Website SEO Analysis

Also, investigate the Broken internal links

Broken links can be an inconvenience for the users which results in the hindrance of traffic and a threat to the site’s credibility. 

 So, eliminating the broken links can be viable for the website.

DML Tip – SE Ranking not only highlights the gaps but also tells you how to fix those gaps. 

Step 12: Analyse the Spammy Links pointing to the website and Disawow them

Go to the SE Ranking backlink Checker tool and enter your Website URL

You will have a result of the Backlink Audit

Website SEO Analysis

Apply filter for Domain trust less than 20 and you will have a list of Spammy links pointing to your site

Website SEO Analysis

In case you do not trust these pages, select and Disawow them

Step 13: Keep a Track on New vs Lost Backlinks

With the Free Trial version of SE Ranking – Go to New inks and see how you are growing with new Backlinks

Website SEO Analysis

Go to ‘Lost Links’ and check the backlinks you have lost. 

In case you have lost some high DA links, you should try to connect to the website owner to get link back.

Website SEO Analysis

Step 14: Analyze your Competitors

Competitive analysis is Critical for SEO Success

One should Continuous perform Competitor Research to identify Top Pages of Competitors 

and what keywords bring them traffic

Check Backlink Profile of Competitors and what posts have gained maximum backlinks

Try to create similar content and reach out to website owners who are linking your competitors

Check for Topic Gap – see where you lack and create content 

Additional Read: Competitor Analysis to beat your rivals

Step 15: Create Relevant Content on your Site and Organise it

Overall, you have to provide a great user experience for your site visitors

You should not write for search engines – instead, write for your audience

Create Informatively and quality web pages. Add various media types like images and videos along with text

Write well and write often – Google says: One Good post a week is better than a weak post published daily!

User Category and Tags for your posts – it helps users in Navigating your website and improves the user experience

Here is What you Should do to produce Quality Content

  1. Add Sitemap File that has links to important pages on your Site
  2. Limit Number of links on one-page
  3. Inform Google to Crawl your website through the URL Inspection tool
  4. Use Title Tags
  5. Avoid – Creating Content automatically: using bots
  6. Avoid – Creating Pages with Small Writeups that does not cover the context
  7. Avoid – Stuffing and Loading excel Keywords

Step 16: Find out Keywords with High Impressions and Low CTRs from GSC and optimize content around it

Go to GSC and head over to Performance

Website SEO Analysis

Sort Impressions from High to low and

Sort Click from Low to high – See below

This will give you a list of keywords for which your site is getting impressions but unable to rank

These are keyword Opportunities that you can target

Website SEO Analysis

This Completes your Website SEO Analysis

During this process, you should have found some substantial SEO issues that should be analyzed further

In case you are using SE Ranking, there are many additional features offered by SE Ranking that you can use.

Check our detailed review of SE Ranking to know what SEO tools it offers at a cheap price of $18/mo

Rank Well on Google!

Additional Resources to refer for website SEO Analysis

  1. Google Webmasters Community:
  2. Top Website SEO Analysis Tools to run detailed SEO Audits
  3. Direct Link to Explore the 35+ tools offered by SE Ranking SEO Platform
  4. Detailed Content Audit by SEO Powersuite Team

FAQs – Website SEO Analysis

What does On-Page SEO Checklist Covers?

On-page SEO checklist includes several elements. These include the title tag, meta description, keyword density, internal linking structure, external link building, etc.