Back to Details

audit

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

SEO Audit

SEO审计

Run a comprehensive SEO audit covering technical foundations, on-page optimization, content quality, link profile, and competitive positioning.
开展全面SEO审计，覆盖技术基础、页面优化、内容质量、链接概况以及竞争定位。

Before You Start

开始前准备

Gather this context (ask if not provided):
  1. Domain. What site are we auditing?
  2. Goals. What are you trying to achieve? (More traffic, better rankings, fix a drop, pre-launch check)
  3. Known issues. Anything you already suspect is wrong?
  4. Access. Do you have Google Search Console and Google Analytics data? (Improves the audit significantly)
  5. Scope. Full audit or focused on a specific area? (If unsure, run the full audit)
收集以下背景信息（如果用户未提供可主动询问）：
  1. 域名：我们要审计的站点是哪个？
  2. 目标：你希望达成什么效果？（更多流量、更好的排名、修复排名下滑问题、上线前检查）
  3. 已知问题：有没有你已经怀疑存在问题的地方？
  4. 访问权限：你是否有Google Search Console和Google Analytics的数据？（能大幅提升审计质量）
  5. 范围：需要全量审计还是仅聚焦特定领域？（如果不确定就运行全量审计）

Audit Framework

审计框架

A complete SEO audit covers five layers. Work through them in order — problems in earlier layers undermine everything that follows.
Layer 1: Technical Foundation     ← Can Google crawl and index the site?
Layer 2: On-Page Optimization     ← Are pages optimized for target keywords?
Layer 3: Content Quality          ← Is the content worth ranking?
Layer 4: Link Profile             ← Does the site have authority?
Layer 5: Competitive Position     ← How does the site compare to competitors?
完整的SEO审计覆盖5个层级，请按顺序排查——靠前层级的问题会影响后续所有层级的效果。
第1层：技术基础     ← Google能否爬取并索引该站点？
第2层：页面优化     ← 页面是否针对目标关键词完成优化？
第3层：内容质量          ← 内容是否值得获得排名？
第4层：链接概况             ← 站点是否具备权威性？
第5层：竞争定位     ← 站点与竞品相比表现如何？

Layer 1: Technical Foundation

第1层：技术基础

Check whether search engines can properly access, crawl, render, and index the site.
检查搜索引擎是否能正常访问、爬取、渲染并索引站点。

Crawlability

可爬取性

  • robots.txt
    — fetch and review. No critical paths blocked? Sitemap directive present?
  • XML sitemap — exists, valid XML, lists all important pages, excludes noindex/redirected pages?
  • Site architecture — important pages reachable within 3 clicks from homepage?
  • Orphan pages — any pages with zero internal links pointing to them?
  • Redirect chains — any paths with 2+ redirects in sequence?
  • HTTP status — all important pages return 200? No unexpected 301s, 404s, or soft 404s?
  • robots.txt
    — 拉取并审查，是否屏蔽了关键路径？是否存在站点地图指令？
  • XML sitemap — 是否存在、格式是否为有效XML、是否列出所有重要页面、是否排除了设置noindex/重定向的页面？
  • 站点架构 — 重要页面从首页出发3次点击内是否可到达？
  • 孤儿页面 — 是否存在没有任何内部链接指向的页面？
  • 重定向链 — 是否存在连续2次及以上重定向的访问路径？
  • HTTP状态码 — 所有重要页面都返回200状态码？不存在意外的301、404或者软404？

Indexability

可索引性

  • noindex
    tags — any important pages accidentally noindexed?
  • Canonical tags — self-referencing on all pages? No conflicting canonicals?
  • Duplicate content — same content accessible at multiple URLs (www/non-www, HTTP/HTTPS, trailing slash)?
  • Search Console index coverage — how many pages submitted vs indexed? Any excluded pages that should be indexed?
  • noindex
    标签 — 是否有重要页面被意外设置了noindex？
  • 规范化标签（Canonical tags） — 所有页面是否都指向自身？是否存在冲突的规范化设置？
  • 重复内容 — 同一内容是否可通过多个URL访问（www/非www、HTTP/HTTPS、带/不带尾斜杠）？
  • Search Console索引覆盖报告 — 提交的页面数和已索引的页面数差距有多大？是否存在应该被索引却被排除的页面？

Performance

性能表现

  • Core Web Vitals — LCP < 2.5s, CLS < 0.1, INP < 200ms?
  • TTFB — < 800ms from major regions?
  • Mobile-friendly — passes Google's mobile usability tests?
  • HTTPS — enforced across the entire site? Valid certificate?
  • Core Web Vitals — LCP < 2.5s、CLS < 0.1、INP < 200ms？
  • TTFB — 主要地区访问的TTFB < 800ms？
  • 移动端友好 — 是否通过Google移动端可用性测试？
  • HTTPS — 全站强制使用HTTPS？证书是否有效？

Rendering

渲染能力

  • JavaScript-dependent content — is critical content in the initial HTML or loaded via JS?
  • Content visibility — can search engines see the full page content?
  • 依赖JavaScript的内容 — 关键内容是存在于初始HTML中还是通过JS加载？
  • 内容可见性 — 搜索引擎能否看到页面的全部内容？

Layer 2: On-Page Optimization

第2层：页面优化

Check whether individual pages are properly optimized for their target keywords.
检查单个页面是否针对其目标关键词完成了合理优化。

Title Tags

标题标签

  • Every page has a unique 
    <title>
  • Titles include the primary target keyword
  • Titles are under 60 characters (avoid truncation)
  • Titles are descriptive and click-worthy (not keyword-stuffed)
  • 每个页面都有唯一的
    <title>
  • 标题包含核心目标关键词
  • 标题长度控制在60字符以内（避免被截断）
  • 标题具有描述性且能吸引点击（没有关键词堆砌）

Meta Descriptions

元描述

  • Every important page has a unique meta description
  • Descriptions are 150-160 characters
  • Descriptions include a value proposition and call to action
  • 所有重要页面都有唯一的meta description
  • 描述长度在150-160字符之间
  • 描述包含价值主张和行动号召

Heading Structure

标题结构

  • One H1 per page containing the primary keyword
  • Logical heading hierarchy (H1 → H2 → H3, no level skipping)
  • Headings describe section content accurately
  • 每个页面仅有1个H1，且包含核心关键词
  • 标题层级逻辑合理（H1 → H2 → H3，不跳级）
  • 标题能准确描述对应板块的内容

URL Structure

URL结构

  • URLs are clean, readable, and descriptive
  • URLs use hyphens (not underscores)
  • No excessive URL parameters or session IDs in indexed URLs
  • Consistent URL structure across the site
  • URL简洁、易读、具有描述性
  • URL使用连字符（而非下划线）分隔单词
  • 已索引URL中不存在过多参数或者会话ID
  • 全站URL结构保持一致

Internal Linking

内部链接

  • Important pages have sufficient incoming internal links (3+)
  • Anchor text is descriptive and varied (not all "click here")
  • Hub-and-spoke structure exists for topic clusters
  • No broken internal links (404 targets)
  • 重要页面有足够的内部链接指向（≥3条）
  • 锚文本具有描述性且多样化（不全是“点击这里”这类通用文本）
  • 主题集群存在轮辐式结构
  • 不存在损坏的内部链接（指向404页面）

Image Optimization

图片优化

  • All images have descriptive 
    alt
    attributes
  • Images use modern formats (WebP/AVIF) where supported
  • Images are appropriately sized (not serving 4000px images in 400px containers)
  • Decorative images use empty 
    alt=""
  • 所有图片都有描述性的
    alt
    属性
  • 支持的场景下使用现代图片格式（WebP/AVIF）
  • 图片尺寸适配展示容器（不会在400px宽的容器中加载4000px宽的图片）
  • 装饰性图片使用空
    alt=""

Structured Data

结构化数据

  • Relevant schema markup present (Article, Product, FAQ, LocalBusiness, BreadcrumbList, etc.)
  • Schema validates without errors in Google's Rich Results Test
  • Schema matches visible page content (no hidden/misleading markup)
  • 存在相关的schema标记（文章、商品、FAQ、本地商家、面包屑导航等）
  • Schema在Google富媒体结果测试工具中验证无错
  • Schema与页面可见内容匹配（没有隐藏/误导性标记）

On-Page Scoring Rubric

页面评分规则

For a detailed page-level audit, score each page across 8 sections:
SectionWeightWhat to Score
Title Tag15%Keyword presence, in first half, 50-60 chars, unique, compelling, intent match
Meta Description5%Keyword included, 150-160 chars, CTA present, unique
Header Structure10%Single H1 with keyword, logical hierarchy (no skipped levels), H2s cover subtopics
Content Quality25%Sufficient length, comprehensive, unique value, up-to-date, good formatting, E-E-A-T signals
Keyword Optimization15%Keyword in title/H1/first 100 words/URL, density 0.5-2.5%, semantic terms present
Internal/External Links10%Sufficient internal links, descriptive anchors, quality external links, no broken links
Image Optimization10%Alt text on all images, descriptive filenames, optimized sizes, modern formats
Page-Level Technical10%Clean URL, correct canonical, mobile-friendly, LCP ≤2.5s, HTTPS, schema present
Content Length Benchmarks (for full score on "sufficient length"):
Intent TypeTarget Word Count
Informational1,500+ words
Commercial investigation1,200+ words
Transactional500+ words
Local400+ words
Internal Link Count Guidelines:
Page LengthTarget Internal Links
<500 words2-4 links
500-1,000 words3-6 links
1,000-2,000 words5-10 links
2,000+ words8-15 links
Keyword density penalties: >3.0% = keyword stuffing (score 0); <0.5% = under-optimized.
Score grade scale:
ScoreGradeAssessment
90-100A+Exceptional — maintain
80-89AStrong — minor tweaks
70-79BGood — several areas need attention
60-69CAverage — significant improvements needed
50-59DBelow average — major issues
<50FPoor — comprehensive overhaul required
如果需要做详细的页面级别审计，可从8个维度对每个页面打分：
维度权重评分标准
标题标签15%有关键词、关键词出现在前半部分、长度50-60字符、唯一、有吸引力、匹配搜索意图
元描述5%包含关键词、长度150-160字符、有行动号召、唯一
标题结构10%唯一H1包含关键词、层级逻辑合理（无跳级）、H2覆盖所有子主题
内容质量25%篇幅足够、内容全面、提供独特价值、时效性强、格式友好、有E-E-A-T信号
关键词优化15%标题/H1/前100词/URL中有关键词、密度0.5-2.5%、存在语义相关词汇
内部/外部链接10%足够的内部链接、锚文本有描述性、外部链接质量高、无 broken 链接
图片优化10%所有图片有alt文本、文件名有描述性、尺寸优化、使用现代格式
页面级技术10%URL简洁、规范化设置正确、移动端友好、LCP ≤2.5s、HTTPS、存在schema
内容长度基准（要拿到“篇幅足够”项的满分需满足）：
搜索意图类型目标字数
信息类1500字以上
商业调研类1200字以上
交易类500字以上
本地类400字以上
内部链接数量指引：
页面长度目标内部链接数量
<500字2-4条
500-1000字3-6条
1000-2000字5-10条
2000字以上8-15条
关键词密度惩罚规则： >3.0% = 关键词堆砌（该项得0分）；<0.5% = 优化不足。
评分等级标准：
得分等级评估结果
90-100A+极其优秀 — 保持即可
80-89A表现强劲 — 做小幅优化即可
70-79B良好 — 多个板块需要优化
60-69C一般 — 需要做显著改进
50-59D低于平均 — 存在严重问题
<50F较差 — 需要全面整改

Layer 3: Content Quality

第3层：内容质量

Evaluate whether the content deserves to rank.
评估内容是否有资格获得排名。

E-E-A-T Assessment

E-E-A-T评估

  • Experience — Does the content demonstrate first-hand experience with the topic?
  • Expertise — Is the content written with subject-matter depth? Does it go beyond surface-level?
  • Authoritativeness — Does the site have a reputation in this topic area? Are authors credible?
  • Trustworthiness — Are claims sourced? Is the site transparent about who publishes it?
  • 体验（Experience） — 内容是否体现了对主题的一手体验？
  • 专业度（Expertise） — 内容是否有足够的学科深度？是否不止停留在表面？
  • 权威性（Authoritativeness） — 站点在该主题领域是否有知名度？作者是否可信？
  • 可信度（Trustworthiness） — 观点是否有来源支撑？站点是否公开透明地展示发布方信息？

Content Coverage

内容覆盖度

  • Does each page have a clear target keyword and intent?
  • Is the content comprehensive enough to fully satisfy the search query?
  • Are there thin pages (< 300 words) that should be expanded or consolidated?
  • Is content up to date? Any pages with stale data, broken examples, or outdated advice?
  • 每个页面是否有清晰的目标关键词和搜索意图？
  • 内容是否足够全面，能完全满足搜索需求？
  • 是否存在薄内容页面（<300字）需要扩充或者合并？
  • 内容是否保持更新？是否有页面存在过时数据、失效案例或者陈旧建议？

Content Gaps

内容缺口

  • What topics do competitors cover that this site doesn't?
  • Are there keywords with search demand that no existing page targets?
  • Are there topic clusters that are incomplete (pillar page but missing spokes, or vice versa)?
  • 哪些主题是竞品覆盖了但本站点没有的？
  • 是否存在有搜索需求但现有页面没有覆盖的关键词？
  • 是否存在不完整的主题集群（有支柱页面但缺少子页面，或者反过来）？

Cannibalization

关键词内耗

  • Are multiple pages targeting the same keyword?
  • If so, are they competing against each other in rankings?
  • Resolution: consolidate, differentiate, or canonical the weaker page to the stronger one.
  • 是否有多个页面 targeting 同一个关键词？
  • 如果是，这些页面是否在排名中互相竞争？
  • 解决方案：合并内容、差异化定位，或者将表现较差的页面规范化指向表现较好的页面。

Layer 4: Link Profile

第4层：链接概况

Assess the site's backlink authority and quality.
评估站点的反向链接权威性和质量。

Backlink Overview

反向链接概览

  • Total referring domains
  • Dofollow vs nofollow ratio
  • Link acquisition trend (growing, stable, or declining?)
  • Average authority of linking domains
  • 总引用域名数量
  • Dofollow和nofollow链接占比
  • 链接获取趋势（增长、稳定还是下滑？）
  • 链接域名的平均权威性

Link Quality

链接质量

  • Any high-spam-score referring domains that could trigger penalties?
  • Are links contextual (in-content) or low-value (sidebar, footer, comment)?
  • Anchor text distribution — natural diversity or suspicious over-optimization?
  • 是否存在高垃圾评分的引用域名可能触发处罚？
  • 链接是上下文相关的（内容内链接）还是低价值的（侧边栏、页脚、评论链接）？
  • 锚文本分布 — 是自然多样化的还是存在可疑的过度优化？

Link Gaps

链接缺口

  • Which competitor pages earn the most backlinks? What content type?
  • Are there broken backlinks worth recovering? (404 pages that once had links)
  • Are there linkable assets on the site that aren't being promoted?
  • 竞品的哪些页面获得了最多反向链接？是什么内容类型？
  • 是否有损坏的反向链接值得恢复？（曾经有链接指向的404页面）
  • 站点是否存在可获得链接的内容资产没有被推广？

Layer 5: Competitive Position

第5层：竞争定位

Understand where the site stands relative to competitors.
了解站点相对于竞品的位置。

Keyword Overlap

关键词重叠

  • Which keywords do you share with competitors?
  • Where are you winning vs losing?
  • What keywords do competitors rank for that you don't?
  • 你和竞品共同覆盖的关键词有哪些？
  • 哪些关键词你表现更好，哪些表现更差？
  • 哪些关键词是竞品有排名而你没有的？

Content Comparison

内容对比

  • How does content depth and quality compare to top-ranking competitors?
  • What formats are competitors using that you aren't (video, tools, templates)?
  • What unique angles or data could differentiate your content?
  • 和排名靠前的竞品相比，你的内容深度和质量表现如何？
  • 哪些竞品在用的内容形式你没有用到（视频、工具、模板）？
  • 有哪些独特的角度或者数据可以让你的内容差异化？

Authority Comparison

权威性对比

  • How does your domain authority/rating compare?
  • Do competitors have significantly more referring domains?
  • Are there authority-building opportunities you're not pursuing?
  • 你的域名权威性/评分和竞品相比如何？
  • 竞品的引用域名数量是不是明显比你多？
  • 有没有你还没有布局的权威性建设机会？

Scoring

评分

After completing all layers, assign a health score:
LayerWeightScore (1-10)Weighted
Technical Foundation25%[score][weighted]
On-Page Optimization20%[score][weighted]
Content Quality25%[score][weighted]
Link Profile15%[score][weighted]
Competitive Position15%[score][weighted]
Overall100%[total]
Scoring guide:
  • 8-10: Strong — maintain and optimize
  • 5-7: Needs work — clear improvement opportunities
  • 1-4: Critical — fundamental issues blocking performance
完成所有层级的审计后，给出健康度评分：
层级权重得分（1-10）加权得分
技术基础25%[得分][加权得分]
页面优化20%[得分][加权得分]
内容质量25%[得分][加权得分]
链接概况15%[得分][加权得分]
竞争定位15%[得分][加权得分]
总计100%[总分]
评分指引：
  • 8-10分：表现强劲 — 保持并持续优化
  • 5-7分：需要改进 — 存在明确的提升机会
  • 1-4分：存在严重问题 — 有影响表现的基础问题

Veto Conditions

否决条件

These conditions cap the overall score regardless of how well other layers perform. A single veto prevents a site from appearing healthy when it has a fatal flaw:
ConditionCapRationale
robots.txt
blocks all of Googlebot or blocks 
/
Overall capped at 1/10Nothing else matters if Google can't crawl
> 20% of important pages have 
noindex
accidentally		Overall capped at 3/10Most of the site is invisible to search
All three Core Web Vitals are "Poor"Technical capped at 3/10Google deprioritizes sites with terrible UX
Zero external backlinks (entire domain)Link Profile capped at 2/10No external authority signal exists
Site serves HTTP without redirect to HTTPSTechnical capped at 4/10Google requires HTTPS for trust signals
Google manual action activeOverall capped at 2/10Penalty overrides all optimization
Check veto conditions before scoring layers. If any veto fires, flag it prominently in the executive summary and cap the relevant score.
以下条件会限制总分上限，不管其他层级表现多好都无法突破。只要存在任意一项否决条件，说明站点存在致命缺陷，不能判定为健康：
条件上限原因
robots.txt
屏蔽了所有Googlebot或者屏蔽了根路径
/
总分上限1/10如果Google无法爬取站点，其他优化都没有意义
超过20%的重要页面被意外设置了
noindex
总分上限3/10站点大部分内容对搜索引擎不可见
三项Core Web Vitals评估结果都是“较差”技术层得分上限3/10Google会降低用户体验极差的站点优先级
（整个域名）没有任何外部反向链接链接概况得分上限2/10不存在外部权威性信号
站点提供HTTP访问且没有重定向到HTTPS技术层得分上限4/10Google要求HTTPS作为信任信号
存在Google手动处罚总分上限2/10处罚优先级高于所有优化措施
给层级打分前先检查否决条件。如果触发任意否决条件，要在执行摘要中重点标注，并限制对应得分的上限。

Output Format

输出格式

SEO Audit: [domain]

SEO审计：[域名]

Overall Health Score: [score]/10
Executive Summary 3-5 sentences covering: the site's biggest strength, the most critical issue, and the highest-impact opportunity.
Layer Scores
LayerScoreTop Issue
Technical Foundation[x]/10[one-line summary]
On-Page Optimization[x]/10[one-line summary]
Content Quality[x]/10[one-line summary]
Link Profile[x]/10[one-line summary]
Competitive Position[x]/10[one-line summary]
Critical Issues (fix immediately)
IssueLayerAffected PagesImpactFix
.........high...
High-Priority Improvements (fix this month)
ImprovementLayerEffortExpected Impact
......low/medium/high...
Opportunities (plan for next quarter)
OpportunityLayerDescription
.........
Detailed Findings [Full findings organized by layer with specific evidence and recommendations]
整体健康度得分：[得分]/10
执行摘要 3-5句话，涵盖：站点最大的优势、最严重的问题、投入产出比最高的机会。
各层级得分
层级得分最突出问题
技术基础[x]/10[一行总结]
页面优化[x]/10[一行总结]
内容质量[x]/10[一行总结]
链接概况[x]/10[一行总结]
竞争定位[x]/10[一行总结]
严重问题（立即修复）
问题所属层级受影响页面影响程度修复方案
.........高...
高优先级优化（本月内修复）
优化项所属层级投入成本预期收益
......低/中/高...
机会点（下季度规划）
机会点所属层级描述
.........
详细发现 [按层级整理的完整发现，附带具体证据和优化建议]

90-Day Action Plan

90天行动计划

Month 1: Fix the foundation
  • [Critical technical fixes]
  • [Quick on-page wins]
Month 2: Strengthen content
  • [Content gaps to fill]
  • [Pages to refresh]
  • [Internal linking improvements]
Month 3: Build authority
  • [Link building priorities]
  • [Competitive positioning moves]
Pro Tip: Try the free SEO Audit and Domain Authority Checker at seojuice.com for a quick automated baseline. For ongoing monitoring, SEOJuice MCP users can run 
/seojuice:seo-overview
for live health scores with trends, 
/seojuice:site-health
for technical topology, and 
/seojuice:competitor-analysis
for competitive gaps.
第1个月：修复基础问题
  • [严重技术问题修复]
  • [页面优化快速收益项]
第2个月：强化内容
  • [填补内容缺口]
  • [更新老旧页面]
  • [优化内部链接]
第3个月：建设权威性
  • [外链建设优先级项]
  • [竞争定位优化动作]
专业提示： 你可以访问seojuice.com的免费SEO Audit和域名权威性检查工具快速获得自动化基准数据。如果需要持续监控，SEOJuice MCP用户可以运行
/seojuice:seo-overview
获取带趋势的实时健康得分，运行
/seojuice:site-health
查看技术拓扑，运行
/seojuice:competitor-analysis
查看竞品缺口。