SEO Analysis Checklist and Guide

How much we fight with Google so that our website is positioned in the highest search results! The truth is that it is not an easy task, Google does not lose anything and the SEO guidelines we have are based on theory, trial, and error. But the reality is that the organic web positioning it is a constant uncertainty (not to mention the amount of unexpected and radical changes that the search engine gives us from time to time). Therefore, our recommendation is that you follow an SEO Analysis Checklist and Guide.

And what does this mean? Well as everything in life… You can not start building the house with the roof, you must first analyze the terrain and then the foundations will come. In the case of web positioning, the same thing happens.

It is very normal that your page does not come first in Google but… what if it does not appear in general? What if it is lost among the millions of results that the search engine has? The solution to your problems can be more or less easy, but first, you have to determine what is happening. Chances are you did not make a good Initial SEO or that, directly, you do not have a web positioning strategy prepared. Do not worry, an SEO analysis will tell you what happens and from there it will be much easier to solve it.

Why am I not first on Google? There are many possible answers to this question, but only one way to find out: do an SEO analysis of your site.

What is an SEO Analysis?

Like every once in a while you go to the doctor to be told that everything is fine, doing an SEO analysis of your site every so often is a must. Whether you have a strategy or not, doing a full analysis of your page never hurts to see that everything is going as planned.

SEO Analysis Checklist and Guide

An SEO Analysis is when you check your websites current state of content, on page SEO, internal links, and overall structure. It’s designed to show you what can be improved on your website in order to help compliment your off page SEO.

However, it is true that if you already have a positioning plan, it is likely that your analysis will be very different since you will do it based on your own KPIs, objectives, etc.

First, you must analyze how your website is optimized, what improvements are necessary, where you should start, what your competition does, etc. To help you, in this guide, we will reveal the keys to make an SEO analysis for your site.


First things first, and in this case, it will be to see if your page is ranking or not for certain keywords. You may be positioning yourself for keywords that do not interest you at all and that are even bringing you traffic that really has no interest in what you offer.

For this, the best option is to do it through SEMrush, a very intuitive and easy-to-use tool that will tell you how your page is and how your competitors are doing, which never hurts to be known.

The first thing to keep in mind is if you are already showing up for a word in Google and if these are interesting for your business. When it comes to keyword research, we recommend you use paid software such as SEMrush for the best results. Suppose you have a shipping company and when you filter your website in the tool, you realize that you are showing up on Google for “Free Shipping”. Between us, this is a big job, mostly because nobody who is looking for free shipping will want a service like yours, assuming you pay for the shipments, of course.

In this case (and also in case you are not appearing in Google for any word), what you should do is a study of keywords from scratch, use the necessary tools to analyze which words have a considerable level of monthly searches, that the competition is not very high and, of course, that they are relevant to the products or services you offer.

If you already have your keyword list, try searching for them on Google and see what results are coming up on the first page. Analyze each of them and learn both the good and the bad (which will be little at the SEO level, because they are showing up on the podium).


If you do not tell the search engines what they should show in their results, it is possible that what you want from your site will never come to fruition. The most normal thing is that Google takes information from your page and that is what it shows, but we can not trust luck. After all, it is the image of our business!

This is very important in an SEO analysis. It sounds basic, but many times we worry about more complicated things and we forget the most basic (and most necessary).

You should already know; Content is King.

Okay so what? Well, you see, if the content of your website is not good enough or relevant to the user you have a problem. Google rewards the content which is useful for the user (live by and for them) so you should strive in this regard. Make sure your text contains keywords, but beware, do write in such a way that your users understand you and that the information you give is really useful. Do not write with a flurry of stuffed and unrelated keywords as this will not do you any favors.

 Meta Tags

In short, these are what tells searchers what information to show from your pages in their results.

To be able to personalize them, the best thing is that there is an option in the editor of your website that allows you to change them to your liking. Using a CMS like WordPress, you will only have to install a plugin, SEO By Yoast, for example. If your page is made to measure, ask the people who made it for you. Alternatively, you can use a Meta Tag Generator Tool to do it for you.

UX Design

Usability has become a factor to take into account when thinking about SEO. Google has added it as a further value when determining your positioning. And what does it mean that a website is usable? Well, neither more nor less than it is easy to use for everyone.

No more intricate websites where finding information is more an expedition than anything else. Google wants you to make things easy for your users. Check if your site has a clear structure if it is easy to reach all the pages with a couple of clicks and if you present the information clearly with a fast loading time.

Responsive Design

Google knows (and who doesn’t?) that more and more searches are being carried out through mobile devices. And that’s why it no longer forgives that a website is not optimized for it. In addition, in a world in which the mobile has become an extension of our arms, and even lives, that your website does not work well on these devices is like throwing stones on your own roof. With so many types of mobile devices out there adapts to different screen resolution sizes.

URL Structure

This is how your site is organized. We imagine you will have a menu and that from that menu you can access different sections of the web. In those sections, it is likely that there are other "subsections" and so on. This structure is your website's map and it has to be as simple and clear as possible. Ideally, you can reach all the pages of your site from home (even in several clicks, of course).

Use Semantic or friendly URLs

Are your URLs understood? Check all the URLs of your site and check that they make sense and are understandable to a human being. Many CMS allow you to customize URLs, but beware! Never change the URL of a page that is already published without redirecting it first, as the original URL will still exist.


Take a look at all the pages and articles on your website.

Now, look at everything related to a particular one.

Try to interlink everything that is related and shares relevance.

Notice how above in the paragraphs about Keywords we linked to another article on our site about Keyword Research? That is how internal linking should be done.

You have a section of a page dedicated to a certain topic and you benefit the reader by linking to something very related that can be beneficial to them.

Now What?

It depends on how the analysis went. Like everything in this life, the solution will vary greatly depending on the diagnosis. If everything is more or less well, that which you have advanced. You just have to do a good study of keywords and start structuring your website based on them. If, on the other hand, it is a disaster, it will be more difficult to fix it. But do not be discouraged, everything is possible!