What does an SEO audit include?

RushilFounder, Ru Visibility2 October 2026

Short answer

A proper SEO audit checks whether Google can reach and index your pages, how each page is titled and described, how fast and phone-friendly the site is, whether links work, and whether structured data is valid. A current one also checks whether AI tools can read your site, since they now send customers too.

1. Can Google find and index your pages?

The robots.txt file, the sitemap, any noindex tags, and canonical tags that say which version of a page is the original. A mistake here hides pages completely, so it comes first.

2. Is each page clearly labelled?

Every page needs its own title, a short description, and one main heading that says what the page is about. Two pages competing for the same search with near-identical titles is a common, quiet problem.

3. Does the site work properly?

Speed and Google's Core Web Vitals, how the site behaves on a phone, secure HTTPS, broken links and redirects that bounce through several addresses before loading.

4. Is the structured data valid?

Structured data describes your business to machines: name, address, opening hours, services. It needs to be accurate and free of errors; Google's Rich Results Test checks it.

5. Is the content worth finding?

Thin pages, duplicated pages, and whether your pages actually answer what customers ask.

6. Can AI tools read it too?

Whether ChatGPT's, Claude's and Perplexity's crawlers are allowed in, and whether your important text is in the page rather than only appearing after JavaScript runs. Classic audits skip this; it is now part of being found. More on AI visibility audits.

What you should get at the end

A short, ordered list: what is wrong, why it matters, and what to fix first, in plain English. Our first check is free if you want to see one: send your web address using the form below.

Sources

Find out what AI says about you.

Send us your web address. We run our own tool on it, free, and send you what it says. The whole thing — not a taster with the useful bits taken out.

Whether AI can even read your site

ChatGPT, Claude, Perplexity, Google and Bing all send a small program to read your pages. We knock on your door as each one and see who gets let in. If they are being turned away, nothing else matters until that is fixed.

Two scores out of 100 — one for Google, one for AI

Plus what is behind each number. Where we could only make a fair guess, we say so instead of dressing it up as a measurement.

A list of fixes, best one first

Ordered by what gives you the most for the least work, so the top of the list is the quickest win. It is yours either way — use it with us or without us.

We ran it on our own site too. It told us what we were getting wrong, and we published that. A tool you will not point at yourself is not worth much.

One thing the free check does not do: actually ask ChatGPT, Perplexity and Gemini for businesses like yours, dozens of times, and count how often your name comes up. That costs us real money each time we run it, so it comes with paid work.