How to do - SEO Assessment

ALL WE know importance of SEO. It is free and saves money to increase your business. You will learn how to figure out your SEO status and how to fix it. Just follow this checklist and you can do an SEO assessment. Let's start!

What is SEO

SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

What is SEO? Search Engine Optimization!

Benefits of SEO

You can get “Brand Awareness”, “Increasing Impression and click” as you improve SEO factor - tech(mobile-friendly, URL structure …) & contents(meta tags, structure, keywords…)

SEO Assessment Guide

There are 3 categories -1) On-page SEO, 2) Off-page, 3) SERP Analysis - and I will explain step by step!

On-page SEO

We can say On-page SEO consists of “Contents SEO” & “Technical SEO. As you read On-page SEO, that is related to your own site. It means your site should have proper content and proper technical status on your site(each page). Let’s find more detailed “On-page SEO” elements step by step.

Action 1. Figure out urls

The first is to check robots.txt and sitemap.xml. You can find URLs that you want to index or not. If the URL consists of meaningless text or has many folders are bad.

URL structure guide
check “robots.txt”

You can find it “”. If you can’t find then it is wrong. Every site should have its own robots.txt and you can see which “allow” and “disallow” to index. (link: what is robots.txt)

And I hope you find sitemap.xml. If you can’t then it is bad. I will tell below.

check “sitemap.xml”

You can see all URLs which want to be indexing by the search engine. So it must include important URLs and do not need to redirect URLs & broken links.

sitemap.xml guide

Action 2. Using SEO Tools

I recommend Screaming Frog. ( ) It begins free and you can export site status such as meta title & description, heading, status code (redirect & broken), canonical.

check “Meta title & description”

You can check if it has or not, short or long, duplicate or not, composed with high search volume keyword or not.

note: recently google does not need keywords but others are still needed. So if you consider them you should input keywords (bing, yahoo, Yandex, Naver…)

check “Heading tag”

You must check its structure. H1 tag should have only 1 per URL. But you can have many H2, H3… It doesn’t matter. But you should consider silo structure. As the Heading tag is using for understanding search engines you should have to consider silo structure. (link: What is silo structure)

check “Status code”

You can see most of the URLs status codes are 200 but if there is an error you can see others (301: permanently redirect, 302: temporary redirect, 404: not found, 50X: network error…) If you find the others then you should fix their links or remove.

check “Canonical”

If you do not care for "canonical tag", you can have issues with similar (duplicate) and it is really harmful to your SEO. You can let a search engine crawler distinguish your similar contents then it will not take issue with similar. (link: what is "canonical tag")For example, if you have each URL for Samsung galaxy s12 black and Samsung galaxy s12 white then the contents will be really similar so it could make the issue. Then set canonical tag which one is representative and original.

So you must check all of your URLs have canonical tag and compare similar pages.

Action 3. Check out structured data

First, you must understand what is structured data. It seems like below.

structured data gallery from google

If you want to have that then follow this guide. (link: Google guide)

Sometimes it is automatically generated by search engines but it is in the case of high domain authority sites. So if you want to show like that then you must deploy proper mark-up.

Off-page SEO

Search engines decide your rank by authority. That means it is important that how many links are from the authority domain.

How can we know our backlinks?

We need to check how many backlinks are and is it good or bad. You can check it with many tools and I recommend

You can check it here. ( > SEO Toolkits > Backlinks Analytics)

Try to have more links from the authority domain and if there are links from a bad domain then you should manage it. (I will post later how to manage our backlinks)

How can we know our DA/PA?

I recommend using

As you see below type your domain and that’s all. ( > keyword explorer > site overview)

If you want to have a higher score then you should have good SEO management – contents, technical, backlinks, etc.

SERP Analysis

Let’s check it with a search engine. If your page has good SEO status, your SERP(Search Engine Result Page Position) will be good.

Usually, I check with Brand keywords and generic keywords.

“Brand & Generic keyword observation on SERP” is part of my SEO assessment. I had Googling with brand keywords (your company name, your brand name) & Generic keywords (related industry, service, features, etc) and check SERP.
Usually, brand keywords are fine but generic keywords have some problems. Then you need to optimize your content SEO with Google Keyword Planner,,, and You can find many related keywords and ideas from them.     


Now you can do SEO Assessment. Please check with my article and make results for each category. (On-page / Off Page / SERP)

ex. SEO Assessment

I think I can make a simple & quick SEO Assessment within a half-hour. Feel free to ask me. 😁

Now you can check your SEO Status!