How to Conduct a Technical SEO Site Audit: Process and Implementation

Websites and SEO

How to Conduct a Technical SEO Site Audit: In SEO, technical aspects are the backbone of your website’s presence in search results. A technical SEO audit is critical in identifying and resolving issues that could impact your site’s ranking. It’s key to enhancing your site’s visibility and attracting more visitors. By understanding technical SEO audits, you can optimize your website for search engines, boosting your site’s traffic.

What is a Technical SEO Audit?

A technical SEO audit examines your website’s internal structure and coding to ensure that search engines can properly index it and that it meets optimization standards. It also checks website organization, page loading speed, mobile usability, and how well search engines can crawl and index your pages. Unlike regular on-page optimization, a technical SEO audit delves into more technical aspects like page speed and server response times, which can affect your site’s search results performance.

Why Technical SEO Audits Are Important

Technical SEO audits ensure your website’s content is discovered, understood, and properly indexed by search engines, enhancing its visibility and ranking on search engine results pages (SERPs). These audits identify opportunities for improvement in other areas like on-page SEO, local SEO, link building, franchise SEO, and content creation. Conducted regularly, they provide a reassuring check on your site’s health, with different frequencies based on the level of site maintenance or specific events like site redesigns. By offering complementary services alongside audits, technical SEO consultants provide holistic solutions to improve your website’s ranking and drive sustainable growth.

9 Steps to Performing a Technical SEO Audit

Here are nine steps to conduct a thorough technical site audit, which can be challenging but possible. By following these steps, you can identify and address various technical issues on your website, significantly improving its performance and visibility in search engine results.

  1. Identify Website Structure: Knowing your website’s structure is essential for the best user experience and search engine optimization. Organize URLs, navigation menus, internal linking, categories, and tags logically and intuitively. This structured approach enhances SEO and encourages visitors to explore your site further, increasing engagement and retention. A well-organized website also helps search engine bots navigate and index your content more efficiently, boosting your site’s visibility in search results.
  2. Analyze Crawled Content: Analyzing crawled content involves examining all pages, including indexed and non-indexed ones, along with images and JavaScript, if necessary. This process helps identify issues like duplicate content, thin content, 404 errors, and redirects, which can impact your website’s ranking. Tools like Screaming Frog SEO Spider, Ahrefs, and Semrush’s Site Audit tool can provide insights into these issues and help you fix them effectively. These tools mimic search engine crawlers, offering valuable insights into your website’s content landscape and aiding in optimizing it for better performance and user experience.
  3. Assessing Server Performance: Visitors expect fast website loading. Slow loading times can frustrate users and impact search engine rankings. Server performance issues can range from minor slowdowns to severe problems like a server outage or website sections becoming unreachable. Conduct thorough tests to evaluate your server’s performance. Measure server response time, track uptime and downtime, and optimize caching and compression techniques. A technical SEO expert analyzes the data from these tests to identify issues and implement solutions, such as upgrading hosting plans or optimizing images, to enhance server performance and improve user experience.
  4. Evaluate Robots and Sitemaps: Robots.txt and sitemaps guide search engine bots through your website, like GPS for navigation. Evaluating and optimizing these elements ensures bots can access your content effectively. Robots.txt directs bots on which parts of your site to explore or avoid, while sitemaps list essential pages for indexing. Optimizing them improves your site’s visibility to search engines, impacting its overall SEO performance.
  5. Test Keywords and Rankings: Testing keywords and monitoring rankings is essential to assess your website’s performance. Tools like Ahrefs, SEMrush, and Moz Pro can provide valuable insights. For instance, a mobile app development company tracked its SEO progress using these tools, showcasing the effectiveness of SEO campaigns. If you’re unfamiliar with these tools, consider seeking assistance from a technical SEO audit service, which can offer audits and on-page SEO services to enhance your website’s technical performance.
  6. Check HTML Markup and Titles: Technical SEO audits examine HTML markup and titles, which are essential for search engine crawlability and indexing. Adequately structured content, including headlines, subheadings, and body text, enhances understanding for search engine crawlers. Meta tags, such as descriptions and keywords, provide additional context for indexing. Relevant and concise titles incorporating keywords improve search engine visibility. Experts analyze these elements to identify issues and offer optimization recommendations, ensuring websites meet best practices for optimal performance in search engine results.
  7. Monitor Inbound and Outbound Links: Monitoring inbound and outbound links is crucial for SEO and user experience. Inbound links originate from other websites and lead users to your site, while outbound links direct users. Checking the quality of these links helps ensure the credibility and relevance of your website’s content, boosting search rankings and improving user satisfaction.
  8. Review Content Quality and SEO Features: In a technical SEO audit, it’s essential to assess content quality and SEO features alongside technical aspects like speed and structure. According to Google’s guidelines, quality content should be informative and relevant to users. Evaluating content involves checking writing quality, readability, tone, and keyword optimization based on organic search trends. Additionally, it’s crucial to review grammar, spelling, and punctuation to enhance brand authority and reader trust.
  9. Take Action Based on Findings: After analyzing your website’s technical SEO performance, it’s time to take action based on the findings. Consider whether these actions align with your website’s goals and user needs, and assess their long-term benefits versus short-term fixes. Additionally, evaluate the potential risks in implementing changes, such as user experience or security impacts. Hiring website SEO audit services can streamline this process, offering standardized SEO protocols and customized solutions to your needs.

Discover and tackle SEO hurdles effortlessly with Great Impressions. From optimizing technical components to assessing content quality, our holistic approach ensures your website is positioned for success. Trust our expertise to enhance your online presence and deliver tangible results.

About the Author

 John Robins

John Robins

Managing Partner and Growth-Marketing Consultant, John Robins, began his career on the client side in the United Kingdom with the internationally renowned breakfast cereal company Weetabix Ltd, joining his first international advertising agency, Lintas, in Dubai in 1985; moving to BBDO in 1991. John has worked on some of the world’s most iconic brands, including PepsiCo, General Motors, Qantas Airlines, KLM, British Airways, Emirates, Emaar, Energizer, Unilever, Mars, HSBC, and Standard Chartered Bank, to name a few. John lived in Dubai for 35 years and has worked on leading brands for over 40 years. John and his partner Kiron John took over Great Impressions in October 2018. Following their early success, they now have offices in Tampa, Lakeland, and Winter Haven, USA.