An on-page SEO audit tests every important page on your Australian site against a fixed list of content, markup and technical checks, then orders the fixes by how much search visibility each one recovers. Work through six passes: titles and headings, meta descriptions, content quality, images, URLs and sitemaps, then mobile and speed. Australian web traffic is split almost evenly between desktop and mobile, and Bing holds close to a tenth of search engine market share, so this checklist covers both layouts and both Google's and Bing's free tools.
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What Tools Does an On-Page Audit Need in Australia?
An Australian on-page audit runs on four tools: a crawler, a speed tester, Google Search Console and Bing Webmaster Tools. A desktop crawler such as Screaming Frog exports each page's title, headings, meta description, status code, word count and image attributes. PageSpeed Insights runs Lighthouse lab tests and reports real-user Core Web Vitals where the Chrome UX Report has enough data. Google Search Console shows the queries each page earns and the pages Google leaves out of its index. Bing Webmaster Tools adds Site Scan, an on-demand audit that crawls your site and sorts common technical SEO issues into errors, warnings and notices (Bing Webmaster Tools, Site Scan). Add a backlink tool when the audit extends to links.
What Australian Search Data Changes in the Audit?
Australian web traffic arrives on desktop and mobile in almost equal shares, and Google's AI Overviews appear on Australian results, so the audit tests both layouts and checks that each page answers its question plainly. StatCounter recorded 48.57% of Australian web traffic on mobile and 48.48% on desktop in September 2026 (StatCounter, platforms), with Google at 87.9% of search engine market share and Bing at 9.17% (StatCounter, search engines). Google rolled out AI Overviews Australia-wide on 29 October 2024.
| Measure | Figure | Market and date | Source |
|---|---|---|---|
| Mobile share of web traffic | 48.57% | Australia, September 2026 | StatCounter |
| Desktop share of web traffic | 48.48% | Australia, September 2026 | StatCounter |
| Google search engine market share | 87.9% | Australia, September 2026 | StatCounter |
| Google AI Overviews | Rolled out Australia-wide | Australia, 29 October 2024 | Google Australia |
Sources: StatCounter Global Stats, desktop vs mobile vs tablet market share and search engine market share, Australia, September 2026; Google Australia, "Introducing AI Overviews in Australia", 29 October 2024.
How Do You Audit Title Tags?
Give each indexable page one unique title tag that names its main topic in plain words. Filter the crawl for missing and duplicate titles, then compare the HTML titles of priority pages with the title links Google shows, noting the query and date. Lead with the topic. A duplicate title triggers an intent review: give distinct pages distinct titles, and merge pages only when their purpose and content overlap.
How Do You Audit Heading Tags?
Each page carries one H1 stating its topic, and its H2 and H3 headings outline the page in a logical order. Export the headings from the crawl and check four things: a single H1, nesting in order, headings that describe the section below them, and no heading used only for styling. Headings phrased as the questions Australian buyers ask help readers and answer systems find the right passage.
How Do You Audit Meta Descriptions?
A meta description sums up the page in one or two sentences and gives the searcher a reason to click. Google builds snippets mainly from page content and uses the meta description when it describes the page better than the visible text; it calls identical descriptions across many pages unhelpful (Google Search Central, snippets). Filter the crawl for missing and duplicated descriptions and rewrite your highest-traffic pages first.
How Do You Audit Content Quality?
Start the content-quality audit with duplicate and thin content, then check factual accuracy, currency and whether each page satisfies its intended reader. Duplicates appear when several URLs show the same text, and Google then selects one canonical URL among them. Point the duplicates' rel="canonical" tags at the version you prefer, which canonicalises to itself, and redirect any URL you retire (Google Search Central, consolidate duplicate URLs). If your site also runs another country's English version of a page, Google recommends marking the versions with hreflang, and it ignores those tags unless both pages point to each other (Google Search Central, localised versions). Thin content answers nothing a reader needs: sort the crawl by word count and decide for each short page whether to expand, merge or remove it.
How Do You Audit Images?
Every meaningful image has descriptive alt text, a short descriptive file name and a file size that keeps the page quick. Google calls alt text the most important attribute for image metadata and warns against stuffing it with keywords (Google Search Central, image SEO). The crawl flags both faults. The image SEO guide covers the full set of checks.
How Do You Audit URLs and Sitemaps?
Keep URLs short, lowercase and descriptive, and list only canonical, indexable pages in the XML sitemap. Look for duplicate-creating parameters, redirect chains and error pages. Open the sitemap, confirm it holds the pages you want indexed, and submit it in Google Search Console and in Bing Webmaster Tools. Compare it with the crawl to catch missing pages and listed URLs that redirect or error.
How Do You Audit Mobile Responsiveness?
Check your main templates on a phone and confirm text reads without zooming, tap targets sit apart and nothing scrolls sideways. With Australian traffic split close to evenly, check the desktop layout with the same care. Use Chrome DevTools device mode for a first pass, then test on real devices. Mobile faults gather in tables, forms and fixed-position banners.
How Do You Audit Page Speed?
Run PageSpeed Insights on representative URLs from each template and fix the largest delays first. The common causes are oversized images, render-blocking scripts and slow server response. Then test high-traffic pages, outliers and pages with unique assets, and re-test affected URLs after shared fixes ship.
In What Order Do You Fix the Findings?
Fix in this order: indexing blockers, duplicate titles and canonicals, thin pages, images, then speed. An indexing blocker takes a page out of search entirely, so it comes before any wording fix. Log each finding with its URL, issue, fix and owner, re-crawl once changes go live, and repeat the audit each quarter. Move on to off-page SEO once the on-page base holds.
Use the same crawl to review anchor text on internal links, plan new titles with keyword research and confirm the gains with rank tracking tools.
Get an On-Page Audit Done for You in Australia
Aemorph's technical SEO audit, part of its technical SEO service, covers these on-page checks within a thirteen-area review delivered within 21 days of kick-off. Aemorph specifies the fixes, your developers or IT vendor implement them, and Aemorph verifies the changes in Google Search Console and Bing Webmaster Tools. Ongoing SEO runs with AEO and GEO through the LLM Influencer System. For the commercial case first, the free Money on the Table audit estimates the revenue at stake at your current visibility.