SEO Audit Spreadsheet

What this is

A production-grade SEO audit template built in Google Sheets. Eighty checks across technical SEO, on-page, content, backlinks, and Core Web Vitals — with automated scoring that generates a prioritised backlog you can hand to a developer or content writer the same day.

This is the exact sheet I open on day one of every new engagement. It has been refined across 50+ audits since 2020.

What is inside

Tab 1: Technical SEO (28 checks)

• Crawlability: robots.txt, XML sitemap, canonical tags, hreflang
• Indexation: index coverage, orphan pages, thin content flags
• Site speed: LCP, FID/INP, CLS per template type
• Security: HTTPS, mixed content, security headers
• Structured data: Schema validation, rich result eligibility

Tab 2: On-Page SEO (22 checks)

• Title tags: length, keyword placement, uniqueness
• Meta descriptions: length, CTR-optimised phrasing
• Heading hierarchy: H1 uniqueness, logical H2/H3 nesting
• Internal linking: anchor text distribution, link depth
• Image SEO: alt text coverage, file size, lazy loading

Tab 3: Content Audit (16 checks)

• Content inventory with word count, traffic, and last-updated date
• Cannibalisation detection: pages competing for the same keyword
• Content gap analysis: topics your competitors rank for that you don’t
• Decay detection: pages that have lost >30% traffic in 90 days
• E-E-A-T signals: author bios, citations, first-hand experience markers

Tab 4: Backlink Profile (8 checks)

• Domain authority distribution
• Toxic link identification
• Anchor text ratio analysis
• Competitor backlink gap
• Link velocity trends

Tab 5: Scoring & Backlog

• Automated weighted score (0–100) per section
• Overall site health grade (A–F)
• Prioritised task backlog sorted by impact vs. effort
• Colour-coded severity: critical / high / medium / low

How to use it

1. Make a copy — File > Make a copy in Google Sheets
2. Fill in your URL in cell B2 of the Overview tab
3. Work through each tab left to right, marking pass/fail/partial for each check
4. Review the Backlog tab — it auto-generates based on your audit findings
5. Share with your team or client as the audit deliverable

Scoring methodology

Each check has a weight (1–5) based on SEO impact. The formula:

Section Score = (Σ passed_check_weight / Σ total_weight) × 100
Overall Score = weighted average of all sections

Weights are editable — adjust to your vertical. E-commerce sites should weight Core Web Vitals higher. Content sites should weight the content audit higher.

Tips for getting the most out of this

• Run it quarterly, not just at onboarding. SEO audits decay fast.
• Pair with Search Console data — the Content Audit tab has a column for GSC impressions. Paste them in.
• Use the backlog as your sprint board. Each row maps to one task. Sort by impact, assign, and ship.

Version history

Version	Date	Notes
4.2	June 2026	Added INP checks (replacing FID), updated Schema tab
4.0	March 2026	Rewrote scoring engine, added content decay detection
3.0	October 2025	Added E-E-A-T section