How to Check the SEO Optimisation of a Website

Checking the SEO optimisation of a website helps you understand how easily search engines can find, understand and rank its pages. A thorough review can uncover technical problems, improve the usefulness of your content and make it easier for potential visitors to discover your site.

SEO is not a one-off task. Search engine algorithms, competitors and customer needs change over time, so regular checks are essential. Use the steps below to assess your website and identify practical ways to improve it.

Check whether search engines can access your website

Before reviewing keywords or content, make sure search engines can crawl and index your pages. If important pages cannot be accessed or indexed, they are unlikely to appear in search results.

• Search Google for site:yourdomain.co.uk to see some pages that have been indexed.
• Review your website’s robots.txt file to check that it is not blocking important sections.
• Find and submit your XML sitemap through Google Search Console.
• Use Google Search Console’s URL Inspection tool to check specific pages for indexing issues.
• Look for broken links, redirect chains and pages that return errors such as 404 or 500.

A page can be excluded from search results intentionally, but important landing pages, product pages and articles should generally be available to search engines.

Review your titles and meta descriptions

Every important page should have a clear, unique title tag that describes its subject. Titles may appear as the main clickable link in search results, so they should be accurate and appealing without being misleading.

Meta descriptions do not directly determine rankings, but they can help people decide whether to visit your page. Write a concise summary that explains what the page offers and reflects the searcher’s likely needs.

Check that:

• Each page has its own descriptive title and meta description.
• The main topic appears naturally in the title.
• Titles and descriptions accurately match the page content.
• Important pages do not have missing or duplicated metadata.

Check your content and keyword targeting

Good SEO content answers the questions your audience is actually asking. Rather than repeating a keyword as often as possible, focus on covering the topic clearly and providing useful, original information.

For each key page, identify its main purpose and the search terms a potential visitor might use. Then check whether the page:

• Addresses a clear search need.
• Uses a descriptive heading structure, with one main H1 heading and relevant subheadings.
• Explains the topic in enough detail to be genuinely helpful.
• Uses related terms naturally, without awkward repetition.
• Includes links to relevant pages elsewhere on your website.
• Is accurate, up to date and easy to read.

Look for pages that target the same search intent. If several pages compete for similar terms, consider combining them or making their purposes more distinct.

Assess mobile usability and page speed

Visitors should be able to use your website comfortably on mobile phones, tablets and desktop computers. Check that text is readable, menus work, buttons are easy to tap and important information is not hidden or difficult to reach.

Page speed also affects user experience. Large images, unnecessary scripts and slow hosting can make pages take longer to load. Tools such as Google PageSpeed Insights can highlight performance issues and suggest improvements. Treat the results as a guide: focus on changes that make the site faster and easier to use, rather than chasing a perfect score.

Check technical SEO basics

Technical issues can prevent search engines from understanding your pages or create a poor experience for visitors. Include these checks in your review:

• HTTPS: Make sure your website uses a secure connection and that all pages load over HTTPS.
• Canonical URLs: Check that duplicate or similar pages point to the preferred version where appropriate.
• Redirects: Ensure old URLs redirect to relevant live pages, rather than to unrelated content.
• Structured data: Use suitable structured data to help search engines interpret information such as products, events or business details. Validate it before publishing.
• Images: Use descriptive file names and useful alternative text where images convey information.
• Internal links: Make sure important pages can be reached through clear links from other relevant pages.

Review your website’s links and authority

Links from other reputable websites can help people discover your content and can contribute to how search engines assess your site. Review your backlink profile using tools such as Google Search Console or a reputable SEO platform.

Focus on earning relevant, trustworthy links by publishing useful resources, sharing original research or building genuine relationships with organisations in your field. Avoid buying links or using manipulative link schemes, which can put your search visibility at risk.

Use SEO tools to monitor progress

You do not need to rely on a single tool to check the SEO optimisation of a website. A useful starting point is:

• Google Search Console: Monitor indexing, search queries, clicks and technical issues.
• Google Analytics: Understand how visitors find and use your website.
• PageSpeed Insights: Review page performance and loading experience.
• Crawling tools: Find broken links, missing metadata, redirects and other site-wide issues.

Track meaningful measures over time, such as organic clicks, relevant impressions, enquiries, sales and engagement with key pages. Rankings can fluctuate, so they should not be the only measure of success.

How often should you check your website’s SEO?

Run a basic review at least every few months, and after major website changes such as a redesign, platform migration or URL restructure. Check important pages more often if they support a campaign, generate leads or bring in significant sales.

When you find an issue, prioritise it by considering its impact and the number of pages affected. Fixing a crawl or indexing problem may be more urgent than refining a minor piece of metadata.

Conclusion

To check the SEO optimisation of a website, review how search engines access it, assess the quality and structure of its content, test mobile usability and speed, and monitor results with reliable tools. Regular, practical improvements can make your website easier to find and more useful for visitors.

SEO works best as part of a broader focus on quality. Create pages for real people, keep information accurate and make it simple for visitors to take the next step.