Chase Reiner

SEO Audit Template

Use The Exact SEO Template I’ve Used To Sell Thousands Of Dollars In SEO Services

With hundreds of audit videos and reviews, I have accumulated an insane amount of expertise and knowledge in White Hat SEO audits. I can easily say that when it comes to SEO, SEO Audits are hands down my biggest area of specialization. 

Quick Steps For Using The Audit Checklist

Step 1: Download Screaming Frog

This checklist is virtually impossible to use unless you download Screaming Frog to crawl your site. Download Screaming Frog here

Step 2: Watch The Main Tutorial

The checklist is pretty straightforward, once you download the checklist you’re going to want to first watch the main checklist tutorial

Step 3: Attract Leads By Offering Them an Audit For Free

Look through Google for businesses that aren’t ranking well (preferably local sites) and offer them the free audit

Step 4: Upsell Your Services

After you give a business a free audit it’s pretty easy to get them paying for implementations of the audit. If you’d like to get certified in SEO implementations please check out my SEO Certification program.

Template Reviews

The SEO roadmap template has been a true game changer for me. I made the investment and it has paid for itself over and over again. Follow step by step and you’re golden.

Matt – July 21, 2018

This is one of the best checklists I’ve come across. I’ve paid for multiple other checklists and this one tops them all.

Jon – September 2, 2018

This is the most organize and easy to follow SEO Roadmap Template I have used so far, it’s worth it.

Aaron – July 21, 2018

Full Guide On How To Use The Audit Checklist

What’s up there SEO Pros?

Today you’re going to discover how to do an SEO audit in three different phases.

Phase 1, phase 2 and Phase 3 to be exact.

What I’m going to be specifically doing here is showing you how I bring clients in with an initial site-wide SEO audit and then I’ll be revealing to you how you can start working on individual URLs in phase two.

After that, we will move into Phase 3 which is where we begin implementing keyword research and content clustering for a web site in order to get it to rank long term for mega difficult/competitive keywords.

Just a little proof, here is how much I’ve made from selling SEO services in the last year or so (not including Paypal payments)

Starting Out

Now, when we’re starting with the Phase 1 site-wide audit you need to know that generally, you will want to recommend this for web sites that haven’t really had any SEO done to them before.

Like hyperlocal or smaller niche websites with under a few thousand pages indexed on Google.

For larger websites with thousands of pages indexed on Google, you will need to have a more in-depth look since you will likely have a lot more problems than just sitewide issues due to all high amount of pages showing up on Google.

To look up the number of pages a site has, just type into Google: and look at the pages indexed.

Remember, that our main goal here is to show clients traffic and conversion improvements for their websites as quickly as possible and what you may have to do to a small website is usually significantly less than what you’ll have to do to a large website to show any progress.

Of course, it really depends on the situation but SEO really does vary from niche to niche and it’s very important that you understand the system I’m about to share with you.

Otherwise, you may get results six months down the line but lose the client way before they see any progress, and trust me, this has happened to me more times than I can count.

Barriers To Entry

Your barrier to entry really does come down to what you want to charge.

I really don’t recommend you start charging people a bunch of money if you haven’t been able to do so in the past and you really shouldn’t start charging if you don’t have any audits or clients under your belt.

So start by giving away your SEO audits for free.

At least until you get enough people accepting your free audits that you start selling some of your services.

Remember, the audit is not meant for making money, it’s meant for bringing people in.


You want to bring potential clients in with a hook that says, ” HEY LOOK, THIS IS WHAT’S WRONG WITH YOUR WEBSITE!”

It’s the perfect upsell for SEO services and it’s what I’ve been using for the past few years to get over 100 SEO projects sold.

But don’t just take my word for it, this is exactly what I have told the members in my SEO certification and they are already getting their first SEO projects sold.

How To Start Giving Away Your Audits

Giving away your audit should be extremely easy and straightforward.

These days, everyone and their mom needs an audit. Even “SEO Giants” like Neil Patel could use an audit and trust me, I’ve audited his site, it needs some work.

Since I’m guessing you probably don’t have much authority, your best bet is to start with local websites in your area.

I will you advise against cold calling (however it does work and it is how I landed my first $300 clients four years ago) it is, unfortunately, an extremely spammed technique and even with my current authority I personally wouldn’t do it.

So Here’s What You Can Do

Start by walking into shops in your area or booking appointments with businesses that have low rankings on Google.

I recently booked a $50 session with a chiropractor and simply told him that it was very hard to find him online.

After a little conversation, I was able to convince him to give him an audit for free and I wound up getting him as a client.

Note: when telling business owners what you do, lead with your best quality that’s hyper relevant to their niche or location.

For instance, if you specialize in chiropractors and you’ve already been able to rank your own site in a similar niche, simply tell them what you did and that you want to audit their site to do something similar.

Or, if you are like most SEO’s and have ranked #1 in your area of something like SEO or web design, tell them that you are number 1 in their area.

Start Asking A LOT of Questions

I can stress how important it is to ask questions.

The SEO industry is basically a giant **** measuring contest and the more you can let go of your ego and be interested in the business you want to help, the more inclined someone will be to take your free audit.

Here are a few questions that I almost always ask that you can use:

  • What type of marketing are you currently doing? (most business owners will answer with they aren’t doing any or their weird cousin knows a little bit about Twitter and Facebook ads and has been trying to help).
  • How many people are coming in from your website? (most won’t know because they don’t have conversion tracking, this is a perfect setup to tell them that they should be tracking this stuff which they already know but don’t know how to do).
  • Are you worried that *insert competitor* is going to continue taking all of your traffic and your referrals may not last?
  • What is your game plan for the future to get a handle on your marketing? (Perfect opportunity to offer the free audit)
  • Why haven’t you considered getting SEO before? It’s an extremely untapped market and there a ton of businesses that would be MEGA easy to crush in your area! (it’s usually true, local SEO is pretty much the easiest SEO you can do opposed to national).

REMEMBER, just like dating, SEO is a numbers game, do not count on people accepting your free audits right or away or even buying your services afterward.

If you can start out by offering 30 audits a month (that’s one audit a day) and 10% of the business owners say yes (this is WAY fair since most people don’t decline free stuff, especially in person) that’s three hour long audits for you to do a month.

So if you can close 1 in 3 for $500 – $1,000 which is very doable for beginners, you now have a client that can last up to a year which equals a $6,000 – $12,000 ROI for VERY minimal work (10 – 20 hours per month of implementations) and the time it took to do the outreach (5 – 10 hours per month).


Starting Out With The Phase 1 Audit

Phase 1: Sitewide SEO audit

The theory here is that you want to work from the ground up.

For example, if you started working on a house you ideally don’t want to start working on adding new floors (content) or fixing individual issues like some of the windows on the top floor (individual URL’s) because if the whole house collapses than you’re basically fu****.

You want to work on the foundation of the house first (sitewide issues like page speed, indexation, SSL, bloat content, etc.) because the foundation is going to make or break the entire house or SEO strategy.

How To Run Your First Phase 1 Sitewide SEO Audit

1. Download the free template here.

2. Download Screaming Frog here.

3. Enter URL of the website you’re auditing into Screaming Frog.

3.5. (Optional) If you have your clients Google Analytics and Google Search Console access and want to buy Screaming Frog, here is where you will plug it into Screaming Frog. Note: in order to move into Phase 2, you will need to purchase a Screaming Frog subscription and get either Google Analytics and Search Console access, or an ahrefs account

4. Filter by HTML and Export Crawl

5. Open Export and Copy Everything

6. Paste Into Screaming Frog Tab in Phase 1 Audit Template

7. Delete Row 1 and Then View>Freeze>1 Row For Row 1

8. Click Back To Foundational Audit Tab At The Bottom Of The Template and Begin Audit

Note: if you have no idea how to do the foundation audit, please follow this video tutorial here, where I walk you through each of the sections for a competitors website.

Moving To SEO Phase 2: Individual URL Optimizations

Depending on how long Phase 1 takes you to complete (it should only be a maximum of 10-15 hours), now you can move directly into optimizing individual URLs.

By fixing sitewide issues and then moving into optimizing the top trafficked URL’s on a website first, this is LITERALLY the quickest way I’ve found to show results to clients.

With that being said, here’s how you’re going to set up Phase 2.

1. Go back to the Screaming Frog crawl tab.

2. Scroll to the right until you see clicks (note you won’t see any data if the site you’re working on doesn’t have Search Console connected or doesn’t have any prior data/traffic)

filter by clicks

3. Sort Clicks From Z to A

4. Create New Sheet and Name it Benchmark

5. Copy Screaming Frog Crawl Over To New Benchmark Tab

copy over crawl over

6. Move Clicks in Front Of URL’s

7. Right-click your top left column and add 6 new columns to the right labeled: Keyword, Clicks, CTR, Avg Position, Keyword Difficulty, and UR.

Now, before we go to the next step of mapping our keywords out, I need to talk about something very important.

Ranking For Traffic vs Ranking For Purpose

A big problem with the SEO industry is that most SEO’s try to go for high traffic keywords and forget about the purpose of the keywords and how they relate to their brand.

When you start assigning keywords to your pages, you want to first understand what the purpose of the page is that you’re assigning a keyword to and what the overall purpose of your brand is beforehand.

For example, my home page is showing up for a variety of phrases: 

However, the problem is that a lot of these keywords have nothing to do with what I want to rank my home page and brand for.

So, if I don’t have the keyword correct data based on what I’m already ranking for, I will want to assign a new keyword based on what I actually want to rank for based on purpose, not just traffic. 

Discovering New Keywords And Tapping Into Phase 3

Before I continue showing you how to look up your prior data for URL’s and why it is important, I need to show you how to map out new keywords to your URL’s if the current data you have on Search Console doesn’t match.

The first thing I do is I think about what I want to be recognized as and where I want to make most of my money from.

This can be tough for some of you as you may want to be known as somebody who does SEO audits, SEO services, SEO training, and more.

I can guarantee you one thing: Within anything you want to become a monster in, you must first hyper-focus on topic and then expand out from there.

For me, I know that I make most of my money from training people in SEO.

So with that being said, I want my main brand to revolve around something in regards to SEO training.

Which brings us to the intro of Phase 3: Keyword Research and Clustering

Phase 3 Partial Introduction

Since I know I want to rank for topics around SEO training, I will begin by going to ahrefs and typing in that main phrase into keyword explorer.

keywords explorer

Next, I will click on all keyword ideas and I will also notice how high the keyword difficulty is.

keyword difficulty

Note: I generally want to shoot for targeting phrases a range within what my pages are ranking for based on average keyword difficulty which I can view in Site Explorer by plugging my site in and then click on organic keywords.

organic keywords

I can see that most of the keywords I have ranking are within a KD range of 1 to 50. This indicates to me that with on page and content clustering work I could likely rank for this keyword in the next 3 – 6 months.

Next, if I head back to all keyword ideas in keyword explorer, I add an include filter to see everything with word “training” in the keyphrase and then I sort by parent topic.

seo training

One thing I notice is that there are easier, longer tail keywords that I can start off targeting and as I build more authority and presence for these longer tail keywords, I can begin optimizing more for the general phrases within Phase 2 (which we are about to jump back to).

Back To Phase 2

Now that I sort of know what I want to assign my home page for in terms of keyword targeting, I can enter it into my Benchmark sheet.

Now, in order to see my current data (if I have any) for this keyword, I will need to head over to Google Search console and click on “Open Report” or “Performance”.

Next, I will copy the URL I want to analyze ( and add it into page filters by click on new > page.

And I will select the Exact URL for the page I want to get information on (

url is exactly

Next, I will add another filter and select new > query.

Now I will add the keyphrase I want to rank for, I will make it broader just to get extra data for any additional keywords I may be showing up for.

filter in search console

Next, I click on all the boxes labeled, Total clicks, Total impressions, Average CTR, and Average position.

click all filters

From what I can see, I’m not pulling really any data for the keywords I want to go for.


Either way,  I will deselect impressions and grab the data for the keyphrase I want, “Free SEO Training”.

copy data

Now I have my first keyword mapped from a Search Console data standpoint.

Ok, I need to take a nap, I will be back later to add the rest to this. Much more to come, SEO Pros!

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Chase ReinerSolarRogerTamaraKimberly Horn Recent comment authors
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Been a rather impressive tool for my pitches to clients, and probably the ultimate foot in the door I can think of. Great post, and amazing work putting this much effort into making a comprehensive guide with this much detail.


Great content, as always. I just have a small question. Can you please start using Skitch or something similar for annotations on the screens you use in the posts?

Anton Weber

Chase is the best SEO expert there is!


I am sure he´s not the best SEO expert there is, but he´s def the best SEO expert willing to share his knowledge with others!

Jonty Boshoff
Jonty Boshoff

Love the template, love the guide.
don’t over-complicate things, this checklist is perfect for getting the conversation started with a small business.


Awesome guide.. Fantastic job Chase!


The guide is unable to be downloaded!


I am trying to buy your full audit template but I can’t find the link. thanks

Kimberly Horn

How do i get the full template? The link in the Lite document just takes me back to the same page I downloaded the lite one.


Where is the rest? Why not finish what you have started for once in your life?

Ready To Grab The Template?