What’s Involved in a Technical SEO Audit?

Search engines are becoming better at understanding and matching the intent of searchers. This means that creating high-quality content that aligns with search intent is a crucial part of search engine optimization (SEO). However, great content alone is not enough. Search algorithms are still algorithms, not humans. If your amazing content doesn’t meet the technical requirements that the algorithm is looking for, it will be outranked by less impressive content with better technical optimization. This is where technical SEO comes in – it ensures that your website makes a good first impression with search engines like Google and Bing.

To conduct a technical SEO audit, you can follow these steps:

1. Crawl your site to identify issues: Instead of manually auditing each page, it’s more efficient to use a crawling tool. There are various options available such as Semrush, Moz, and Google Search Console. These tools will systematically navigate through your pages and identify common problems like broken links, duplicate content, and missing meta tags. Review the data provided by the tool to address and improve your site’s overall health.

2. Optimize URLs: Your web addresses play a crucial role in guiding both users and search engine crawlers through your site. Ensure that your important pages are indexable, meaning search engines have permission to include them in their databases. Use meta tags or directives to control which pages should be indexed and which should not. Check your robots.txt file to make sure your public-facing content is not blocked. Ensure that all pages have clear navigation and internal links, as search engines are less likely to serve up orphan pages. Implement proper canonical tags to prevent duplicate content issues.

3. Optimize your sitemap: Your sitemap acts as a guide for search engines to explore and understand the structure of your site. Define your sitemap in your robots.txt file to help search engine crawlers locate it efficiently. Submit your sitemap file to search engines like Google using platforms such as Google Search Console. Include images and videos in your sitemap to ensure they are not overlooked during the crawling process.

4. Complete your metadata: Metadata provides information about your content to search engines, helping them better recommend it to relevant searchers. Check and optimize your title tags to accurately reflect the content and include relevant keywords. Use proper heading tags (H1, H2, etc.) to structure your content and make it more readable for both users and search engines. Write unique meta descriptions that entice users to click on your link in the search results. Integrate social metadata and Open Graph tags to enhance how your content appears when shared on social media. Specify language and location targeting in your meta tags if your content is localized.

5. Use structured markup for more SERP possibilities: Implement schema markup to make your content more understandable for search engines. This can help your site appear in rich snippets and answer boxes. Use schema markup for different content types and include relevant structured data elements like ratings, prices, dates, and author information. Keep your markup accurate and up-to-date.

6. Enhance your content: While a technical SEO audit focuses on the technical elements of your site, there are some simple fixes that can improve the visibility and user-friendliness of your content. Minimize duplication by regularly checking for and addressing instances of duplicate content. Structure your content with HTML tags for headings, subheadings, and paragraphs to make it more skimmable for users and understandable for search engines. Use relevant keywords naturally throughout your content to signal search engines about the intent of your writing. Establish authorship to demonstrate expertise and authority. Display the publication date of your content to show freshness and relevance. Optimize images and videos with descriptive file names, alt text, and attributes.

By following these steps and optimizing the technical aspects of your website, you can improve your chances of ranking well in search engine results pages and attracting more organic traffic.



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