A proper technical SEO audit is vital for all the fundamentals that any digital marketer should have working for a client’s website. Without performing an SEO audit, major faults and errors will not be visible to you. SEO is not all about promoting your site here & there. A proper SEO needs time and effort for comprehensive work like planning, execution, and audit.
Now, we will focus on the significant points of a technical SEO audit.
Check the Crawlability of Your Site
If your website’s crawlability is not optimal, search engine bots may be unable to access it. As a result, this could impact their ability to rank your site. To improve crawlability, you should remove all barriers to the bots’ access, like no followed links or broken pages (404 server errors). Make sure your client’s site has an adequately displayed XML sitemap.
Another common issue that impacts crawlability is duplicate content. While having some same content is fine, avoiding excessive duplication is essential. Because search bots will observe this as a spammy practice and may penalize your website, fortunately, this is easy to identify in a site audit using an SEO tool like Screaming Frog or Copyscape.
Don’t forget to overlook your website’s page speed and loading time. If your site is too slow, it can affect a lousy user experience. Also it will cause users to leave before loading the page. So, testing your site speed and optimizing it for mobile and desktop is essential. Some popular SEO software tools can test your page speed, check for image issues, and ensure your internal links are working correctly.
Check the Indexability of Your website
It’s crucial to ensure that your website is appropriately indexed, as this allows Google to display your website in SERPs. To do this, you can check the indexability of your website with any free Site Audit tools. This tool will scan your website and let you know how many pages are in the search index and if any have issues.
You can also check how many indexed pages on your website from Google Search Console by going to the Pages section. However, it’s not always easy to understand why a page is not getting indexed. This is where tools like the Site Audit tool can come in handy. As they will show you why a page is not indexing and offer suggestions on how to fix it.
Another tool that you can use during your technical SEO audit is Google’s Structured Data Testing Tool. It will help you find bugs and errors in your structured data. This is particularly useful as it can improve your site’s searchability. It gives you a better chance of ranking for featured snippets in Google Knowledge Panels and rich results in SERPs.
Check the Renderability
The tool will also provide suggestions for improving your site’s performance. Another way to check the renderability of your site is by using the Tag Assistant in Google Analytics. The tool will allow you to test your pages and see if they are correctly rendered on desktop and mobile devices.
It will also help you verify that your Analytics tags are installed correctly (such as Adwords Conversion Tracking, Remarketing Tags, and Google Tag Manager). Any tags with a blue or red icon may not be correctly installed. In these ways, you can check and improve the renderability of your website.
Check the Security of Your Website
It doesn’t matter how perfectly your site is optimized if it is not secure enough. For example, if there are any warnings in Search Console about hacked content or deceptive downloads, this can significantly harm your SEO. This is why executing a technical SEO audit is essential and ensuring your site is secured for data and has an SSL certificate installed.
You have to check whether your site is using HTTP or HTTPS. If it is not, Google will show a warning to visitors, and this may damage your reputation and your search engine rankings. In addition, a website that isn’t using HTTPS can’t be used with the Google Chrome browser. This can be a huge drawback for your site.
Lastly, checking that your site has no manual actions is a good idea. These are rare, but they can be highly damaging to a page’s SEO performance if Google determines the site or page has broken Webmaster guidelines. These can include various things, from unnatural links to over-optimization of keywords. You can contact us for any SEO support.
Performing a technical SEO audit is very important as crawlers heavily depend on it to know how to move around your site and index all pages. You should also check your website for rendering and security issues. You don’t have to feel concerned about search engine rankings when you fix all the technical problems.