Technical SEO audit

A technical SEO audit is a comprehensive examination of a website’s underlying infrastructure to ensure it meets the standards of modern search engines like Google. This audit encompasses an array of factors from a website’s crawlability and indexability to its mobile optimisation and page speed. Performing a technical SEO audit is essential for identifying the technical issues that might be inhibiting a site’s performance in search results.

I conduct these audits to detect and rectify the often unseen glitches that can severely affect a site’s ability to rank well in search engine results pages (SERPs). Such an analysis delves into the health of internal links, the proper use of schema markup, and the optimisation of XML sitemaps, amongst other elements. Correcting these issues can significantly improve a site’s SEO performance, essentially making it more understandable and easier to navigate by search engines.

During an audit, I also focus on aspects like secure connections, loading times, and the responsiveness of the design on various devices. These factors contribute to user experience, which is a critical ranking signal used by search engines to determine a site’s value to users. By aligning a website’s technical foundation with SEO best practices, the likelihood of improving organic traffic and achieving better rankings is greatly enhanced.

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Speed and performance

In my experience, the speed and performance of a website are crucial for both user experience and search engine rankings. I find it essential to evaluate these factors during a technical SEO audit. Here’s what I pay attention to:

  • Core Web Vitals: These are crucial metrics that Google uses to gauge the health of a site.
  • Site speed: I check the overall load time of a site because slow pages can deter visitors.

My audit aims to elevate user experience by ensuring that pages load quickly and interact smoothly. I strive to give users what they seek without delay, as this can impact their perception and engagement with the content. Remember, a fast and well-performing website is likely to hold and convert visitors far more effectively than one that lags.


Crawlability and indexability

When I conduct a technical SEO audit, my focus on crawlability and indexability is paramount to ascertain a website’s accessibility by search engines. Crawlability refers to the search engine’s ability to crawl through the content of a web page and navigate the site structure via links. In contrast, indexability is the capability of that page being added to a search engine’s index.

Robots.txt: This file is critical as it tells search engines which pages or sections of my site should not be crawled. An overly restrictive robots.txt file can inadvertently block important pages from being indexed.

XML sitemap: It’s essential for me to ensure that the site’s XML sitemap is up-to-date and submitted to Google Search Console. It assists search engines in discovering all the pages that I consider important.

By attentively maintaining these aspects, I can significantly enhance both the crawlability and indexability of the site, which is indispensable for SEO success.


Website and URL structure

Analysing website and URL structure is also crucial. I ensure that the site’s hierarchy is logically organised, which directly impacts user experience and search engine crawlers. A well-structured website aids in clarity and internal linking, distributing page authority throughout the site.

For URL structure, I advocate keeping URLs concise, descriptive, and relevant to the page content. This not only enhances user understanding but also assists search engine algorithms in determining the page’s topic.

Additionally, I examine internal linking to guarantee that there’s a network of links that enhance site navigation and distribute link equity. The links should be contextually relevant, using anchor text that accurately describes the linked page.


Content issues and structured data

One of the critical areas I focus on is identifying content issues which can include duplicate content. Duplicate content can dilute the value of the web pages in the eyes of search engines, often leading to a drop in rankings. To address this, I ensure that every piece of content has a canonical URL, signalling to search engines which version of a page is the master copy.

In addition to resolving content issues, I pay close attention to structured data. This is a systematic way to describe the page content to search engines in a language they understand. I often use schema.org vocabulary to implement structured data as it’s universally recognised by major search engines. Adding structured data helps in showcasing rich results, such as star ratings and price ranges, directly in the search results, providing users with informative snapshots and often increasing click-through rates.

It’s also imperative to use hreflang tags for pages targeting multiple languages or regions, thereby guiding search engines to serve the most geographically and linguistically relevant pages to users.


Log file analysis

In the realm of technical SEO, I can’t stress enough the importance of log file analysis. Essentially, when I engage with log files, I’m looking through a history of server actions. Every interaction that the website has with a user or a search engine is stored in these files. This level of detail is invaluable in understanding exactly how search engines are interacting with a website.

Here are the key things I look for in a log file analysis:

  • 404 errors: These are the dreaded Page Not Found responses. It’s critic to identify them since they’re a negative signal both to users and search engines. Resolving these errors improves user experience and site reliability.
  • 5xx errors: These signals a server error, typically an issue that needs immediate attention. They’re critical to fix quickly due to the negative impact on user experience and crawl efficiency.
  • Redirects: Temporary (302) and permanent (301) redirects need close inspection. Too many redirects, particularly chains, can waste crawl budget and dilute ranking signals.

I often cross-reference log file data with other SEO tools and reports to get a comprehensive view of the website’s SEO health. This comparison helps me to validate the data and ensure that my findings are accurate.


Technical SEO audit frequency

When I discuss the frequency of performing a technical SEO audit, it’s crucial to consider the nature of the website and the dynamics of the industry it operates within. Some sites may require more frequent audits due to rapidly changing content, while others with more static content might not need such regular attention.

One-time technical SEO audit

A one-time technical SEO audit is essential when we want to start any coopreration. This comprehensive audit serves as a baseline to identify any critical technical issues that could be impeding the site’s performance in search engine results.

Regular technical SEO audit

In contrast, regular technical SEO audits are essential for maintaining a competitive, high-performing website. I recommend conducting these audits yearly as part of broader site maintenance. However, this can vary: a busy e-commerce site might benefit from monthly audits, while a SaaS website require weekly auditing.

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