To be seen and counted in the digital marketing place, in the ever-going competition, you need to be at the top of your game. SEO is a huge contributor to a website’s success and is one factor that can’t be pushed aside. 61% of marketers feel the same. Your website may be well made but with shoddy SEO, you will not be able to compete.
You have to clinch it that your content and website are positioned high on the search engine results page (SERPs) on Google.
A technical SEO audit is a process during the course of which technical aspects of your website’s SEO are checked. The health of the site is reviewed and determines what fixes are needed to improve it.
Search engine bots crawl your pages for different parameters before ranking your website in search results.
A regular SEO is indispensable and essential to keep up with the updates search engine demands.
An outstanding technical audit inspects a multitude of concerns in many areas. If you don’t keep track, you might not recollect what has been accomplished- and what is yet pending to be done. Checklists are the answer to resolving this complexity. They may be considered as tools with a lot of pluses.
The checklists are:
It is possible to discover obvious technical problems present in a site without a checklist. Using one is a methodical approach, one that allows you to tick off the relevant checkboxes as you advance.
Without a checklist, working becomes a mess. At each step, you are faced with the question of what to do next. A checklist answers this.
Unfortunately, a newbie cannot soak in your intuition! By rigorously underscoring your work with a checklist allows you to delegate audits.
Audits are as worthwhile as the impact they produce. The real job commences after the evaluation is done. Confer with your team with what you have uncovered and get down to resolving them.
A pertinent question here is, “Can we come up with an audit that ensures fixing issues revealed?” A well-drawn checklist recognizes technical issues and how these become business concerns. It renders technical audits swifter, effective, and impactful.
This is unquestionably the most important step of the SEO audit. There are many tools to help out here- SEMrush, SpyFu, DeepCrawl, and more. For this demonstration, we will use Ubersuggest.
Crawling is a practical means of pin-pointing problems with your website, such as low word count, unlinked pagination pages, duplicate content, and excessive redirects. At the bottom of the page, you will find very useful, “Top SEO Issues.”
If you discover anything here, click on it for more details.
In short, crawling your website as a start point gives you a great insight into how Googlebot is crawling your site.
The sitemap of your website is an exceptional entity. It passes on search information to search engines about website structure helping them in discovering new pages. Without a sitemap, a website is absolutely not SEO ready.
Ensure your sitemap is:
In step 1 we have analyzed if your website is crawlable by Googlebot. The next step is to understand if the site pages are being indexed. Many ways to discover this are at your disposal. Looking at the Google Console Search coverage report, a page by page status of your website is viewable.
From this report card, you can see:
Indexability can also be examined by running a crawl of your site using a dependable tool such as Screaming Frog.
The last two columns displayed give you the indexability status of page URLs.
Indexability: This shows whether the URL is indexable or non-indexable
Indexability status: here, you will get to know the reasons why a page cannot be indexed.
It is vital to ensure that only one version of your website is browsable. If your website does have different versions, mixed signals are sent to the search engines confusing crawlers as to which is the correct one. The result, search engines won’t know how to show your site and will refrain from doing so affecting rankings.
This sort of doubt can be because of conflicting mobile and desktop versions or HTTP and HTTPS versions. The technical audit should clean up such issues.
If your website is built with a logical hierarchy, you can reap rich rewards as rankings go. This is a compelling reason to check both internal and external links. Deletion or moving a web page can also result in broken links.
What internal linking features should be checked during the technical SEO audit?
52% of internet traffic globally now originates from mobile devices. So making sure that your website mobile-friendly has taken top importance.
Last year Google rolled out their mobile-first indexing in keeping with how users are engaging with online content.
Google’s Mobile-Friendly Test, a free tool checks your page’s mobile responsiveness. If your website is not mobile compatible, do it with haste. Many of your competitors have already gone mobile-friendly in all probability leaving you behind. You are missing out on a lot of traffic.
It is a confirmed fact that site speed is pivotal for Google rankings.
A site that loads fast delivers a better user experience than a site that loads slowly.
There are a bunch of tools available to find loading speed. We will use Ahrefs Site Audit.
Site Audit>Internal Pages>Performance will uncover speed issues on your website.
To narrow it down to which pages exactly are loading slowly, just click on the item.
70% of Google Search results on the first page are HTTPS sites.
If your site already is HTTPS you want to check for known issues during your technical audit.
So what are these common HTTPS problems?
An important check is whether your analytics utility is rendering accurate and live data. Assuming it is, then the installation of the code is correct. This has to be probed in the course of the technical audit.
The service once up and running, cross-examine the data with the results from “site:domain name” search results. The number of pages must be equal in the two cases. If this is not the case, then some pages are not properly taking crawl requests.
The bounce rate is also checked by Google Analytics. This rate should be low. A bounce rate that is high is indicative that visitors are not finding what they seek on your site. To reduce this rate, your pages need optimization and page load speed too.
The MozBar also reveals many SEO details. It highlights links like no-follow, follow, internal, and external.
For any website to be a success, it is hugely dependent on backlinks. No wonder they are key to a successful technical audit. They tell search engines the value of your website content is to users.
In an off-site SEO, crawlers are not restricted to just hyperlinks.
The backlink audit is best accomplished using the Ahrefs tool. It will give you a good clue about the types of backlinks going to the website. Ahrefs can also help in figuring out areas where more links of high-value are needed. The backlinks of your competitors are also reflected and you should better it. The same holds good for keywords your competition is ranking for.
The social media platforms favored by the target audience need to be followed too. Persons interested in the content may desire to link up. This will generate backlinks.
Social media, no doubt, has a major role in SEO efforts and cannot be neglected.
The purpose of a technical SEO audit is to dig out what needs to be fixed. Then comes the actual fixing of the issues uncovered by the audit. That being accomplished, you need to have your website re-crawled so that changes and fixes made are taken into effect immediately.
The checklist template is available to the public as “view only.” To put it to use practically, you need to make a copy.
Mark each issue uncovered with a Pass, OK, or failed tag. The first two are self-explanatory. Where a Fail occurs, there are issues still to be ironed out.
When an issue is updated, also updated are the grades for Cause and Outcome. If an Issue score is Fail, the Cause and Outcome will also Fail.
Even if this is the first time going a technical SEO audit, you can still use this sheet. To make it faster to start, we have added a Start Here column. For beginners, it may be challenging to find relevant information. The Start Here column will furnish these details.
If the person responsible for analyzing the audit results is you, getting a high-level overview quickly is desirable. Using the sheet structure, simplify the view by filtering Issue rows.
Outcomes and Causes, when filtered, give the quick-and-dirty summation of sité weaknesses and strengths. That is what the auditor is most interested in for a completed audit.
If you are the one auditing, you would wish to get it done quickly. Take advantage of the sheet structure to group things. For instance, filtering the Where column for Google Search Console will group all Issues for that tool at one go.
Search Engine optimizers debate the many various tools available for conducting an SEO audit. But all agree that you need to audit your SEO performance to keep up.
What we have listed above, if followed, will see a jump in your rankings. Technical SEO audits need to be performed at regular intervals to keep the website in fine shape.
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