7 Important Tips for a Highly Effective Technical SEO Audit

Many SEO professionals have difficulties preparing effective technical audits that can lead to significant improvements for their clients’ websites.

Ineffective audits waste time and resources, overlook critical issues, and can harm customer relationships. This results in missed opportunities for better search rankings and increased organic traffic.

From five years of experience working for leading US brands, I’ve developed seven key tips for preparing effective technical SEO audits.

These guidelines will help you prioritize high-impact changes, provide actionable advice, and use AI tools to improve audits.

Learn how to create recommendations that customers will happily implement, leading to tangible improvements in search performance and ultimately results.

Analyze the site architecture

Analyzing the site architecture is the fundamental step for an effective technical SEO audit. It ensures that your website’s structure is convenient and effective for both users and search engines. Here are some key points to keep in mind:

1. Check the site map

1. XML site map: It helps search engine bots understand the structure of your website. Make sure your XML site map is updated correctly and is being indexed by search engines. If you don’t have a site map, it is important to generate one and submit it to Search Console.
2. HTML site map: It helps users navigate your site. This is especially important when you have a lot of pages on your site, as it allows users to find and navigate easily.

2. Analyze the URL structure

1. Short and clear URLs: Make URLs simple, concise, and keyword-rich. A good URL path should be easy to understand for both users and search engines. For example, “example.com/digital-marketing” is a better option than “example.com/services/digital-marketing.”
2. Use of hyphens: Use hyphens (-) to separate words in the URL. Avoid underscores (_) as search engines recognize hyphens as a separation between words, while underscores are seen as a joining.

3. Navigation and User Experience (UX)

Menus and sub-menus: Make the navigation menu intuitive and accessible to the user. Make sure that important pages are easy to access and that sub-menus are organized properly.

Breadcrumb navigation: Breadcrumb navigation helps users track their current position and quickly navigate to other parts. It also helps search engines understand the structure of the site.

4. Site structure and hierarchy

1. Site hierarchy: Create a clean and clear hierarchy in which important pages come first and secondary pages come later. This makes it easy for both users and search engines to understand the structure of the site.
2. Inlinking: Ensure inlinking between important pages so that users and search engines can easily access other pages. It also improves the organic ranking of the website.

5. Flat site architecture

Minimum clicks: The structure of the site should be such that users need minimum clicks to reach any important page. A flat site architecture where important pages are in the main navigation provides a better user experience and also makes the crawling of search engines easier.

6. Website speed and performance

1. Loading time: The structure of the site directly affects the loading speed of the website. Make sure that your website structure and pages are optimized so that the page loading time is reduced.
2. Image and media optimization: Optimize large-sized images and media properly so that the loading speed of the site is not affected.

7. Use technical audit tools

1. SEO audit tools: Use various SEO audit tools such as Screaming Frog, Ahrefs, or SEMrush to analyze site architecture. These tools can help you identify and fix site issues.
2. Properly analyzing site architecture is an important part of an SEO audit. It ensures that your website is not only optimized for search engines but is also intuitive and easy to navigate for users. By taking into account the above points, you can prepare an impressive and useful technical SEO audit that will help improve your website’s performance.

Check mobile friendliness

In today’s digital world, internet usage on mobile devices is on the rise, and that’s why your website needs to be mobile-friendly. A mobile-friendly website not only improves users’ experience but also positively impacts search engine rankings. Here are some key points through which you can check the mobile-friendliness of your website:

1. Responsive Design

1. Visual Test: First, test your website on different mobile devices and screen sizes. See if the website layout, text, and images are visible properly. With the help of responsive design, the website should load properly on every screen size.
2. CSS Media Queries: Make sure that CSS media queries are used correctly in your website. These queries adapt the style according to different screen sizes and devices.

2. Google’s Mobile-Friendly Test

1. Use the tool: Use Google’s mobile-friendly test tool. This tool checks the mobile-friendliness of your website and tells if your site is working properly on mobile devices.
2. Reports and Suggestions: The tool will flag issues on your website, such as small text size, touch inputs being too close, or other layout issues. Suggestions to correct these issues will also be provided.

3. Fast Loading Speed

1. Speed ​​Test: Test the website’s loading speed on mobile. Check your website’s loading time using Google PageSpeed ​​Insights or other speed test tools. Slow loading speed can degrade the experience for mobile users.
2. Image and Media Optimization: Make sure the images and other media files on your website are optimized. Large file sizes can affect loading speed.

4. Text and Image Adjustment

1. Ease of Reading: Make sure the text is large enough to read on a mobile screen. The text should not require excessive zooming.
2. The scale of Images and Videos: Scale and fit the images and videos correctly. Make sure they display properly on a mobile screen and users don’t need to scroll.

5. Touch-Friendly Navigation

1. Touch Areas: Make all buttons and links large enough to tap. Small buttons or links that are hard to touch can affect the user experience.
2. Navigation menus: Make navigation menus easy and accessible on mobile screens. Design the menu as a sidebar or drop-down that is easily accessible for users.

6. Online forms and interactive elements

1. Form testing: Test all online forms on mobile. Make sure they are working properly and the fields are functioning correctly.
2. Interactive elements: Make sure any interactive elements, such as drop-down menus or buttons, are working properly on mobile.

7. Animation and JavaScript

1. Use of animation: Do not overuse animation on mobile as it may affect the loading speed. Use only necessary and useful animations.
2. JavaScript: Check the JavaScript to ensure that it is working properly on mobile and is not causing any kind of issues.

Checking mobile friendliness is an important step so that your website works well on all devices and provides the best experience to the users. By following the above points, you can make your website mobile-friendly, which will improve both search engine rankings and user satisfaction. Make sure your site is always optimized for mobile users through regular checks and updates.

Analyze speed and performance

Website speed and performance are extremely important for both SEO and user experience. A slow website can lead to poor user experience and negatively impact search engine rankings. Here are some important points through which you can analyze your website speed and performance:

1. Use speed test tools

1. Google PageSpeed ​​Insights: This tool evaluates your website’s loading speed and provides suggestions for improvement. It gives speed scores for both desktop and mobile versions.
2. GTmetrix: This tool provides a detailed analysis of your website’s performance, including loading time, page size, and number of requests. It also provides specific suggestions to improve your website speed.
3. Pingdom: Pingdom is another popular tool for checking website speed that tracks your page loading time, server response, and other important metrics.

2. Check server response time

1. Server response time: It measures the time it takes the server to respond to a user request. Ideally, the server response time should be less than 200ms. If your server response time is high, review the hosting plan or server settings to reduce it.
2. CDN (Content Delivery Network): Use CDN so that your website content is distributed to different geographical locations, which will reduce the load on the server and improve the loading speed.

3. File and Image Optimization

1. Image Optimization: Large image files can slow down the loading speed. Compress images to a proper size and use modern formats like WebP that provide better quality and less file size.
2. CSS and JavaScript: Minify and compress CSS and JavaScript files so that they become smaller in size. This will improve the loading time.

4. Use Caching

1. Browser Caching: Enable browser caching so that users who visit frequently do not need to reload the website content. This improves the loading speed of the website.
2. Server-side caching: Use server-side caching techniques, such as WP Super Cache or W3 Total Cache for WordPress, which store a static version of the website and serve content faster to users.

5. Optimize code and scripts

1. Lazy loading: Use lazy loading for JavaScript and images so that only the content that is visible on the screen is loaded, reducing page loading time.
2. HTTP/2: If possible, use HTTP/2, which is a better protocol and facilitates faster data transfer.

6. String and query optimization

1. Database optimization: If your website relies on a database, optimize it regularly. Clean up unnecessary data and spam and improve queries.
2. Optimize strings: Optimize unnecessary or long strings so that they do not affect the website loading speed.

7. Analyze Mobile Performance

1. Mobile Speed ​​Test: Check the speed of the mobile version using mobile speed test tools. Pay special attention to improving performance on mobile as mobile users expect faster performance.
2. Responsive Design: Make sure your website’s responsive design is working properly on all devices and is not affecting performance.

Speed ​​and performance analysis is important for your website’s user experience and SEO. By following the above points, you can improve your website’s speed and performance, giving your users a better experience and improving search engine rankings. Perform speed tests and performance analysis regularly so that your website is always fresh and full of speed.

Review Content and Keywords

Site content and keywords play an important role in your website’s SEO success. Effective content and the right keywords can increase your site traffic and improve search engine rankings. Here are some important points to review for content and keywords:

1. Evaluate content quality

1. Relevance and usefulness: Make sure your website content is relevant and useful to your target audience. The content should provide solutions to users’ problems and answer their questions.
2. Uniqueness of content: Avoid duplicate or plagiarized content on the website. Unique and original content is important for both users and search engines.
3. Accuracy of information: The information provided in the content should be correct and up-to-date. Avoid outdated or incorrect information, which can affect your website’s credibility.

2. Keyword research and optimization

1. Keyword research: Perform keyword research to understand the search trends of your target audience. Identify keywords related to your industry using tools such as Google Keyword Planner, Ahrefs, and SEMrush.
2. Keyword positioning: Make sure important keywords are correctly included in your website title, meta description, headings, and content. Use keywords in a natural way, not by stuffing them too much.
3. Long-tail keywords: Apart from popular keywords, focus on long-tail keywords that have low competition and can attract a particular target audience.

3. Content structure and format

1. Headings and subheadings: Organize the content with headings (H1, H2, H3) and subheadings. This not only provides ease of reading but also helps search engines understand what the content is about.
2. Paragraphs and bullet points: Use short paragraphs and bullet points so that the information is easy to scan. This helps users to quickly understand the important points.
3. Use of multimedia: Make the content more engaging and informative by using images, videos, and infographics. Make sure these media files are also optimized and do not affect the loading speed.

4. Content Updates and Refresh

1. Regular Updates: Update your website content regularly so that it maintains freshness and relevance. Revise and update outdated information from time to time.
2. Statistics and Fact Check: Regularly check the statistics and facts included in the content and make sure they are correct and up-to-date.

5. User Engagement and Interaction

1. Calls to Action (CTAs): Use impressive call-to-action buttons and links that prompt users to take the next step. This can increase your site’s interaction.
2. Comments and Feedback for Content: Monitor users’ comments and feedback and improve the content if necessary. This will help you understand users’ wants and needs better.

6. Checking SEO Elements

1. Meta Titles and Descriptions: Review your website’s meta titles and meta descriptions and make sure they include your key keywords and entice users to click.
2. Alt Text: Use appropriate and keyword-rich alt text for images. This helps search engines understand the content of your images and can also improve image search rankings.

7. Content Analytics and Tracking

1. Google Analytics: Track your content performance using Google Analytics. It will tell you which pages and content types are more popular and which are less.
2. CRT (Click-Through Rate): Measure the effectiveness of a page’s thumbnails and meta descriptions and see which types of content are generating higher click-through rates.

Reviewing content and keywords is essential to your website’s SEO success. Choosing the right keywords and offering impactful content will not only improve your website’s search engine rankings but also improve user experience. By following the above points, you can make your website content and keywords more effective and productive.

Check 404 pages and redirects

Proper management of 404 pages and redirects is extremely important from the website health and user experience point of view. If these elements are not managed properly, it can affect the user experience and also negatively impact your SEO rankings. Here is how you can check 404 pages and redirects:

1. Check 404 pages

Finding 404 error pages:

Using tools: Use Google Search Console or other SEO tools like Screaming Frog or Ahrefs to identify pages that are facing 404 errors (page not found).

Crawling and scanning: Crawl your site and check all the links that lead to 404 pages.

404 page design:

Helpful and user-friendly: Make the 404 page helpful to users. It should have a consistent message that tells users the page was not found and provide other useful links or a site map.

Branding: Include your branding elements on the 404 page so it match your site design.

Fixing a 404 page:

Fix broken links: Fix pages that have broken links or redirect to the correct link.

Redirect to the correct page: If a page has changed or been removed, redirect the old URL to the correct, new page.

2. Check redirects

Review redirect types:

301 redirect: Use 301 for permanent redirects. This tells search engines that the page has moved permanently and transfers the link authority of the old page to the new page.

302 Redirects: Use 302 for temporary redirects. This tells search engines that the page has been temporarily moved and the ranking of the old page should be maintained.

Use redirect checking tools:

Screaming Frog: Scan all the redirects on your site using tools like Screaming Frog and make sure they are working properly and there are no chains or loops.

Ahrefs or SEMrush: These tools can also help track redirects and make sure there are no mismatched redirects or error redirects.

Check for redirect chains and loops:

Redirect chains: Make sure there are no redirect chains (one redirect after another). Excessive redirect chains can affect loading speed and degrade user experience.

Redirect loops: Avoid redirect loops (where one page redirects to another page and then redirects back to the first page). These loops can affect the loading of the website and cause problems for users.

3. Impact on content and user experience

Avoid misleading users: Make sure that no broken links or wrong redirects mislead users and direct them to the right page.

Search engine crawling: Make sure that search engine bots can easily crawl your pages and that no important pages are left out of crawling.

4. Testing and monitoring

Regular testing: Regularly check 404 pages and redirects so that any issues can be resolved as soon as possible.

Google Search Console: Use Google Search Console to monitor any 404 errors or redirect issues flagged by search engines.

Proper testing and management of 404 pages and redirects are crucial to your website’s user experience and SEO. Make the 404 error page user-friendly and helpful, and make sure all redirects are implemented correctly. By following the above points you can maintain the health of your website and provide a better user experience.

SSL Certificate and Security

Web security is of utmost importance in today’s digital age, and SSL (Secure Sockets Layer) certificate is one of its main components. SSL certificate ensures the security of your website and encrypts user data, keeping the information on your site secure. Here are the key points to note regarding SSL certificate and web security:

1. Review SSL Certificate

Presence of SSL Certificate:

HTTPS Protocol: Make sure the URL on your website starts with `https://`. HTTPS means that your website is using an SSL certificate and the data is encrypted.

Lock Icon: The URL bar in the web browser should have a lock icon, which indicates the presence of an SSL certificate. This assures users that the website is secure.

Certificate Validity:

Validity Check: Check the validity of the SSL certificate and make sure it is still valid. Expired or expired certificates need to be updated or renewed.

Certificate Agreement: Check the certificate information, such as the issuer, validity dates, and domain affiliation.

Certificate Installation:

Proper Installation: Make sure the SSL certificate is installed correctly. Fix any installation or configuration mistakes that could impact security.

Certificate Chain: Check the integrity of the certificate chain. A correct SSL certificate chain authenticates the browser in a trusted manner.

2. Other Aspects of Web Security

Site Security Protocols:

Content Security Policy (CSP): Use CSP to prevent unauthorized scripts and data from loading on your website.

HTTP Strict Transport Security (HSTS): Implement HSTS so that browsers always use HTTPS connections and redirect from HTTP to HTTPS.

Site Security Checks:

Security Scanner: Perform security scanning of your website regularly. Identify security flaws using tools such as Sucuri or Qualys SSL Labs.

Vulnerability Scan: Perform vulnerability scanning on your website to identify and fix potential security flaws.

Data Encryption:

Forms and Transactions: Make sure all forms and transactions are encrypted by SSL. This keeps users’ data secure and prevents data theft.

Secure Passwords and Authentication:

Strong Password Policy: Make sure user passwords are strong and changed regularly. Passwords should use letters, numbers, and special characters.

Multi-Factor Authentication (MFA): Use MFA to add an extra layer of security and make accounts more secure.

Updating Software and Plugins:

Regular Updates: Update your website’s software, themes, and plugins regularly. Updates include security patches that protect against new vulnerabilities.

Unwanted Plugins: Remove unused plugins and themes to reduce security risks on the website.

3. Security Analytics and Monitoring

Logging and Monitoring:

Checking logs: Check server and website logs regularly. This helps to identify any suspicious activities or attacks promptly.

Security alerts: Monitor security alerts and events and take immediate action if any suspicious activity is observed.

Web application firewall (WAF):

Use of WAF: Secure your website with a web application firewall (WAF). WAF protects your site from various types of attacks and minimizes security vulnerabilities.

Managing SSL certificates and web security is crucial for your website’s security and user trust. Install and manage SSL certificates correctly, and implement other security protocols to keep your website safe from cyber-attacks and data theft. By following the above points, you can strengthen your website’s security and ensure the safety of user data.

Analytics and Reporting

Analytics and reporting are important tools to understand and improve your website’s performance. These provide you with information about user behavior, traffic sources, and the effectiveness of content. Making decisions based on the right data can help you improve your SEO strategies and get better results. Here are some key points to consider:

1. Analytics Setup and Configuration

Google Analytics Installation:

Tracking Code: Make sure Google Analytics’ tracking code is installed correctly on your website. This code must be applied to all pages of your website so that all data is collected correctly.

Tag Manager: Manage tracking tags using Google Tag Manager. This will make it easier for you to add and update tags without having to modify the code repeatedly.

Goals and Ecommerce Tracking:

Goals Setup: Set up goals in Google Analytics to track important actions, such as form submissions, downloads, or other important interactions.

Ecommerce Tracking: If you have ecommerce on your site, set up ecommerce tracking so you can measure sales, transactions, and customer behavior.

2. Performance and User Analytics

Traffic Sources and Channels:

Organic Traffic: Monitor organic traffic to see how effective your SEO strategies are. This data helps you understand which keywords and pages are performing well.

Referrals and Social Traffic: Check traffic coming from other sites and social media platforms. This helps measure the effectiveness of your content promotion and sharing.

User Behavior:

Bounce Rate and Time on Page: Monitor bounce rate and time spent on page. A high bounce rate could mean users are not finding the content they want on the site.

Newcomers vs. Returners: See how many users are visiting your site for the first time and how many are returning again and again. This can help improve your site’s re-engagement strategy.

3. Content Performance

Popular Pages:

Most Visited Pages: Identify which pages on your website are attracting the most traffic. This data helps you understand which content topics are most engaging to your audience.

Landing pages: See which pages users are entering your site from and if these pages are well-optimized.

Content interactions:

On-page engagement: Measure user actions on the page, such as clicks, scrolls, and interactions. This information helps you understand how well your content is engaging users.

4. Reporting and dashboards

Custom reports:

Performance reports: Set up custom reports that track your specific KPIs (Key Performance Indicators), such as traffic, conversion rates, and other important metrics.

Weekly/monthly reports: Generate reports regularly so you can constantly monitor your site’s performance and take timely corrective actions.

Dashboards:

Custom Dashboards: Create custom dashboards in Google Analytics and other analytics tools that display key metrics in one place. This allows you to see important data at a glance.

Enhanced Reporting Tools: Create detailed and interactive reports of analytics data using tools like Google Data Studio.

5. Data Analysis and Decision Making

Trend Analysis:

Monthly and Yearly Trends: Analyze data for different periods so you can identify trends and patterns. This helps you improve future strategies.

A/B Testing:

Variation and Optimization: Perform A/B testing with different variants, such as page design, CTA (Call To Action) buttons, or content style, and see which variant delivers better results.

Use of Reports:

Data-Driven Decisions: Make decisions based on reports and analytics data. This will help you implement accurate and effective corrective actions.

Analytics and reporting are critical to understanding and improving the success of your website. With properly set up analytics tools and properly analyzing reports, you can track your website’s performance and make data-driven decisions. By following the above points, you can improve your website’s functionality and get better results.

Conclusion

Technical SEO audit is an essential process to improve your website’s search engine rankings and user experience. A properly conducted audit can help you identify site structure, mobile friendliness, loading speed, content quality, and security issues and take corrective steps. Moreover, analytics and reporting can help you track site performance and continuously improve strategies by making data-driven decisions. By paying attention to all these aspects, you can not only improve your website’s search engine rankings but also excel in user experience, ensuring the overall success of your site.