Detailed Audit SEO

How to do a detailed SEO Audit of your website? (Broken links, Redirects, Toxic Backlinks & more)

by Nikola Subotic on 12/08/2021

Updated at 17/05/2022

To keep your SEO up to date you have to make SEO Audits at least once a week. SEO Audit is auditing your website content and structure and comparing it to the best practices and to our main competitors results so you can gain better search engine position and increase visits and revenue on your website. You can audit your website on different tools but we recommend a mix of Google Search Console and SEMrush.

If you haven’t installed Google Search Console now is the time to do it. Because we will use GSC heavily in our website SEO Audit. Also you should register your website on SEMrush, it’s the most popular SEO tool on the market. There is a free and a paid version of SEMrush and the free features will be enough for this guide.

Check and Fix Broken links on Google Search Console

In Google Search Console below the Coverage menu you can see all the broken links that you have on your website. They are displayed as errors together with the type of issues you have on that web page. Usually it’s a broken link that has been changed over time and doesn't lead to the right internal article or external website, famously known as error 404. This can be easily fixed with redirecting the link with 301 code to the new link.

Scan for toxic incoming Backlink

Best tool to check Backlinks and to get a detailed report on your backlinks status is SEMrush. 

SEMrush has a special system which rates your website backlinking score relative to the domains that are linked. So if you link your content to domains that are expired or are not famous, or have low Domain Authority then it shows them as toxic. Because this link lower your backlinking overall score. 

So you should stay away from this kind of backlinks. Because they are not redirecting users to useful links and in some cases they can get them on dangerous websites with compromised security certificates. Search engines monitor your whole backlink structure and they will judge your website party on the way you use backlinking and how you direct your users to outside websites.

Analyze internal links

One of the best SEO moves that you can do on your content is to include at least 3 internal links per article. Now bear in mind that these 3 links have to be relevant to the content they are linked to. Don’t put just random links because google will soon notice that and it will degrade your search position because of it. 

Best way to put internal links is in a contextual link form or to have the link placed on an action word. Best strategy is the mix of two plus putting some old school links like click here, because users like versatility when they read articles.

Crawl Errors and URL Errors

Whenever you write a new article or update an existing one it's prudent to go to Google Search Console and update the Sitemap. By doing this you invite Google crawlers to come to your website and crawl it again. 

On the Sitemap tab you can also see the last successfully submitted sitemap and you can go inside and see how many pages have been crawled and if there has been some errors during crawling. Also on the Coverage menu you can see the crawling and url errors, except the broken link 404 error other common problems are 4xxx and 5xxxx problems which can be fixed easily.

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Check for copied content

Make sure that you don’t have Duplicate Content on your website. If Google notices that you copy your content multiple times on different web pages it will surely lower your positioning score. Google doesn't want you to copy-paste text around your website and it will punish you if you do so.

SEMrush is tracking this and reporting it as a Duplicate Content error, so if you find it somewhere be sure to rewrite part of your text or reformulate it in some fashion.

Check for Duplicate Pages

Duplicate Pages is a similar SEO error like the previous Duplicate Content, just this time it’s about having the same identical web pages multiple times. Although this looks like a big thing to miss, it happens frequently. Many people try to update an article and you will make it as a new article but forget to delete the old one. Google sees that and thinks that you have copied it on purpose and that can cost you ranking points.

HTTP Errors

HTTP error is when your website starts with http instead of https. HTTPS is the new secure version of HTTP and it’s now required in order to be crawled by Google. Since 2019 Google has reduced the ranking of HTTP in order to encourage the owners to migrate their website to HTTPS.

If your website is on HTTP protocol then you have to migrate your whole website to HTTPS. But most likely your website is already HTTPS so you may have problems if you upload an image or other data that is stored on a https server. In that case just go in the editor mode and change the images address to https instead of http and you have fixed the problem.


To keep a good SEO score it’s necessary to run SEO Audits on your website. They can tell you much about the content and structure on your website compared to good SEO practices. There are many ways to do an audit, but the most important tools we use are Google Search Console and SEMrush. 

Always try to be original and don’t copy others (or yourself). Be careful when you update your articles to update the links too. Audit your website for dead links and try to fix them as soon as possible and also look out for links that go to websites with bad domain authority. 

If you want we can do a SEO Audit for you. We run Oshara, the best marketing agency in Montreal.

Nikola Subotic

Nikola Subotic is Marketing Analyst at Oshara. He is always on the quest - building the Next Great Marketing Strategy and finding new ways to approach customers. He has an in-depth knowledge of Marketing and Economics and holds a Master in Business Law. He likes medieval manuscripts, big challenges and pulling pranks on others.

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