By Mehdi HassanWhat does an on page SEO audit check?
An on page SEO audit checks the parts of each page you control directly, the title, headings, copy, links, images and markup, against the search intent the page is meant to serve. It asks two questions: does the page say clearly what it's about, and is it the best answer for that query?
Technical audits look at whether pages can be crawled and indexed. On-page audits start once they can. That makes on-page work the part of SEO closest to copywriting, and it's the part where tools help least. A crawler can tell you a title is too long. It can't tell you the title describes the wrong thing. For how on-page fits into a full review, see our guide to SEO audits.
How do you run an on page SEO audit step by step?
Run an on page SEO audit page by page, starting with your most important pages, and judge each one against a single target query. The steps below take about the same time per page once you have the data open.
Pick the page and its one query
Write down the primary query the page should win and the intent behind it: learning, comparing or buying. If you can't name one query, that's your first finding.
Look at what ranks now
Search the query and read the top results and any AI answer. Note what they cover, how they're structured and what they leave out. Your page has to be more useful, not just longer.
Check the title tag and meta description
The title should lead with the topic, match the intent and give a reason to click. The meta description should summarize what the reader gets.
Check the H1 and heading structure
One H1 that states the subject plainly. H2s that follow the questions searchers actually ask, in a logical order.
Read the opening
The first paragraph should answer the main question directly in a sentence that makes sense quoted alone. This is what both readers and answer engines use.
Judge depth and accuracy
Does the page cover what the intent needs, with specifics, examples and current facts? Are prices, features and claims up to date?
Check internal links in and out
Find which pages link to this one and with what anchor text, and whether this page links on to the next step.
Check images and structured data
Descriptive alt text on meaningful images, and valid markup for the page type, as hygiene rather than a ranking lever.
How do you audit title tags and headings?
Audit title tags and headings by reading them as a searcher would: would this title make you click for this query, and do the headings tell you the page answers it? Length and keyword placement matter less than clarity and match.
Element | What to check | The copy fix |
|---|---|---|
Title tag | Unique, leads with the topic, matches intent | Say what the page is, then why it's the best version |
Meta description | Summarizes the benefit, fits the result snippet | Write the promise, not a list of keywords |
H1 | One per page, states the subject plainly | Replace slogans with a clear statement |
H2s | Follow real questions in a logical order | Rephrase sections as the questions buyers ask |
Opening paragraph | Answers the main question directly | Lead with the answer, then the detail |
Anchor text | Describes the destination page | Replace "learn more" with what the reader gets |
Clever headlines are the usual problem on startup sites. "Work, reimagined" might suit a hero, but if the H1 doesn't say what the product does, search engines and visitors both have to guess. Keep the brand line in the design and put a plain statement in the heading structure. Our guide to answer-first page structure shows how to write pages that answer engines can quote.
How do you check content quality and search intent?
Check content quality by comparing the page with what the searcher needs and what already ranks, then asking whether yours is more specific, more current and easier to act on. Intent decides the format: a buyer searching a price wants numbers and options, not an essay.
- Intent match. A "how much does X cost" query needs prices or ranges near the top. A "how to" query needs steps.
- Specifics. Real prices, named options, concrete steps and honest trade-offs beat general advice.
- Accuracy and freshness. Outdated features, prices or screenshots undermine trust and get pages passed over.
- Unique value. First-hand experience, your own data or a clear opinion that competing pages lack.
- Readability. Short paragraphs, descriptive headings, tables for comparisons, a visible FAQ for related questions.
Hypothetical example: rewriting a feature page
For example, suppose a SaaS company's "Reporting" feature page has the H1 "Insights that move you forward", two lines of copy and a screenshot. It targets "automated client reporting" but ranks for nothing.
The on-page audit finds three problems: the H1 doesn't name the feature, the copy doesn't answer what the reports contain or how they're sent, and no other page links to it with a relevant anchor. The fix is mostly writing: a plain H1 ("Automated client reports, sent on schedule"), an opening that answers the question in two sentences, sections for what's included, setup steps and pricing, an FAQ, and links from the related blog posts. The design stays; the page finally says something.
How do you find and fix keyword cannibalization?
You find keyword cannibalization by checking whether several of your pages appear for the same query, and you fix it by choosing one page to own that query and merging, redirecting or refocusing the others. It's the most common on-page problem we see on startup sites with active blogs.
In Search Console's performance report, filter by query and look at which pages receive impressions for it. If two or three pages alternate, none ranks consistently. Decide which page best serves the intent, usually the product or main guide. Then merge useful content from the others into it, redirect the weaker pages, or rewrite them to target a different, more specific query. Update internal links so they point to the chosen page. Our SEO audit checklist for SaaS websites includes this check alongside the technical ones.
How do you audit internal links on a page?
Audit internal links by checking how many relevant pages link to the page you're reviewing, what those links say, and where the page sends readers next. Internal links tell search engines which page is the main answer for a topic.
- Count relevant inbound links. Important pages should be linked from the navigation, hub pages and related articles.
- Read the anchors. Descriptive anchors ("automated client reporting") beat generic ones ("click here").
- Check the next step. Every page should link to the logical next page, such as a guide to a product page or a feature page to pricing.
- Remove links to redirects. Point links straight to the final URL.
- Avoid sitewide anchor stuffing. A footer full of keyword links doesn't help and looks spammy.
If your site runs in several languages, each version needs its own on-page review and correct alternate tags. Our multilingual website guide covers the structure.
What do on-page fixes look like for landing pages and Next.js sites?
On landing pages, on-page fixes overlap with conversion fixes: a clear headline, an answer-first opening and specific proof help both. On code-based sites like Next.js, many on-page elements live in templates, so one fix can correct hundreds of pages.
For landing pages, our anatomy of a high-converting landing page shows the section order that serves both readers and search. For Next.js builds, titles, descriptions and canonicals are set through the metadata system, and our Next.js SEO checklist covers how to make them correct by default. Template-level fixes are where a combined copy and development team saves the most time: the copy rule and the code change ship together.
