Technical SEO Website Audit
Technical SEO is the process of optimizing, or improving, the structure of your website to ensure it meets the minimum search engine requirements for speed, navigation, crawling, indexing, rendering, and website architecture in order to ensure technical issues or errors are not negatively impacting your visibility (rankings) in the organic search results (SERPS). These improvements can also impact your Quality Score if you’re running Google Ads.
Technical SEO focuses on the backbone and structure of your website; from your web server (hosting) to the coding and layout (structure) of the public-facing pages, and is my favourite area of SEO and where I focus on the most. Technical SEO is fact-based and involves testing to identify problems and issues, and then fixing them to achieve results. This area of SEO is entirely within your control and forms the critical foundation of a well-optimized website.
Technical SEO is not concerned with your content, relevancy, keywords or readability. Those factors fall under On-Page SEO, which along with Technical and Off-Page, form the 3 key areas of complete search engine optimization. Off-Page Optimization is focused on external link-building, which can include social media, reputation and trust.
At a high-level the key technical factors to consider are:
- Loading speed (Server, coding, image size, etc.)
- Crawlability of your website (Navigation, sitemaps, etc.)
- Mobile-friendly design (Responsive, AMP pages)
Technical Optimization starts with a Full Website Technical SEO Audit, which should be completed before focusing on your On-Page or Off-Page Optimization, or you could be wasting your time. The greatest content can fail to rank well if Google has problems accessing it, or determines your website is loading too slowly.
What does a Technical Website Audit Include?
A Technical Website SEO Audit typically includes:
- Analysis of current indexing on Bing & Google
- Identify any possible DNS Issues
- Server Status Codes
- Testing Site Loading Speed
- Site-wide URL Structure
- Robots.txt & XML Sitemap files in place
- Site is registered with Google Search Console
- Site is registered with Bing Webmaster Tools
- Proper Canonical Tagging exists
- Mobile SEO analysis
- Site Navigation and UX evaluation
- Broken internal links and missing content (404’s, 301/302’s)
- Current coding and infrastructure (Hosting, platform, CMS)
A proper audit can take several days to complete and numerous tools and platforms may be used to test your site for these, and other issues. A full report identifying concerns and areas for improvement is then provided.
Along with identifying issues that may impact your SEO, a website audit may also look at your website’s security and vulnerability to hacking or exploits – especially if you are an e-commerce site that processes transactions or collects customer information through online forms.
To learn more about the factors that can impact your SEO, or to discuss having a Technical SEO Audit conducted for your website, contact me today!