Technical SEO Audit: Step-by-Step Guide


Technical SEO is a critical aspect of search engine optimization that focuses on enhancing a website’s technical aspects to improve its ranking and user experience. This involves optimising the infrastructure of a site so that search engines can crawl and index it more effectively. A technical SEO audit is a comprehensive evaluation of a website’s technical setup, aimed at identifying and fixing issues that could negatively impact its performance in search engine results. Performing such an audit is essential for ensuring a website’s visibility and user experience are optimised.

This guide provides an in-depth look at each step and the necessary tools for conducting a technical SEO audit.

What is Technical SEO?

Technical SEO involves optimising the technical elements of a website to improve its visibility in search engine results. This includes site architecture, URL structure, and the use of structured data.

Why is Technical SEO Important?

  1. Essential for Crawlers: It’s vital for allowing search engine crawlers to discover and index the right pages efficiently.
  2. Optimised Indexing: Ensures that Google can crawl and index your site according to your preferences, enhancing visibility.
  3. Improves User Experience: A technically sound website loads faster, navigates easier, and is generally more user-friendly.
Why is Technical SEO Important

When Should It Be Performed?

A technical SEO audit should be conducted regularly, ideally quarterly, and after significant updates to your website.

Site Audit Tools Needed for Technical SEO Audit

  1. Screaming Frog: An SEO spider tool that crawls website URLs to identify technical issues.
  2. Sitebulb: Provides in-depth audit reports with visualisations and actionable insights.
  3. Google Search Console: A free tool from Google that helps monitor, maintain, and troubleshoot a site’s presence in Google Search results.
  4. Ahrefs: Offers tools for link building, keyword research, competitor analysis, and site audits.

How to Perform a Technical SEO Audit?

Step 1: Crawl Your Website

  • Crawling: This is the process of using tools like Screaming Frog to simulate how a search engine crawls your site.
  • Identifying Issues: Look for broken links, duplicate content, redirect chains, and other common problems.
  • Using Tools: Compare different crawling tools to find one that matches your needs and budget.

Step 2: Analyse Your Site Structure

  • Importance of Site Structure: A well-organised site structure improves SEO and user experience.
  • Evaluating Structure: Use crawling tools to visualise your site’s structure and identify areas for improvement.
  • Improving Structure: Implement clear navigation, use breadcrumbs, and ensure effective internal linking.

Step 3: Check Your Site Speed and Performance

  • Site Speed Significance: Faster sites provide better user experiences and are favoured by search engines.
  • Analysing Performance: Use tools like Google PageSpeed Insights to assess your site’s speed.
  • Optimization Strategies: Implement caching, compression, and minification to improve speed.

Step 4: Review Your Mobile-Friendliness

  • Mobile-Friendliness: With the increase in mobile usage, having a mobile-friendly site is crucial for SEO.
  • Assessment Tools: Use Google Mobile-Friendly Test to evaluate your site’s mobile usability.
  • Optimization Tips: Employ responsive design, optimise images, and avoid intrusive pop-ups.

Step 5: Audit Your On-Page SEO Elements

  • On-Page Elements: Includes title tags, meta descriptions, headings, and content.
  • Auditing Process: Tools like MozBar can help review and optimise these elements.
  • Effective Strategies: Focus on using relevant keywords, creating compelling calls to action, and ensuring content quality.

Step 6: Validate Your Schema Markup

  • Schema Markup: Helps search engines understand the content and context of your site.
  • Tool Usage: Utilise tools like Google’s Structured Data Testing Tool for creating and validating schema markup.
  • Best Practices: Choose the right schema types and add relevant properties to enhance understanding.

Core Web Vitals

Core Web Vitals are crucial metrics established by Google to measure the health and performance of a website from a user experience perspective. They have become a significant part of Google’s ranking factors, emphasising the importance of delivering a superior online experience.

What are Core Web Vitals?

Core Web Vitals are a set of specific factors identified by Google as essential to a webpage’s user experience. These vitals include:

  • Largest Contentful Paint (LCP): Measures loading performance, specifically the time taken for the largest content element on the page to load.
  • First Input Delay (FID): Gauges interactivity, particularly the time from when a user first interacts with a page to the time when the browser responds to that interaction.
  • Cumulative Layout Shift (CLS): Assesses visual stability, focusing on how much visible content shifts during the loading process.

Why are Core Web Vitals Important?

Core Web Vitals are important because they directly influence a user’s experience on a website. High-performing sites in these metrics are likely to provide a more engaging and satisfying experience, leading to longer visit durations, lower bounce rates, and potentially higher conversion rates. Moreover, Google incorporates these metrics into its ranking algorithm, making them essential for search engine optimization. Websites that excel in these vitals are more likely to rank higher in search results, driving more traffic and engagement.

Conclusion: Get a Free SEO Audit Template

Conducting a thorough technical SEO audit is pivotal for businesses striving to maximize their online presence and drive organic traffic. 

At TZS DIGITAL, a leading digital marketing company committed to delivering unparalleled results, we understand the significance of technical SEO in achieving our clients’ objectives. By leveraging our expertise and cutting-edge tools, we ensure that every aspect of your website is optimised to perfection, aligning with the latest industry standards and best practices. 

Additionally, as a testament to our dedication to empowering businesses, we offer a complimentary SEO audit template, allowing you to kickstart your optimization journey with confidence. Partner with TZS DIGITAL today and embark on a transformative SEO experience tailored to elevate your brand’s digital footprint.


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