How to Conduct a Technical SEO Site Audit

Leighton Emmons
June 29, 2023
14 Minute
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SEO site audits are an important part of maintaining a website's visibility on search engine result pages. A technical SEO audit assesses the technical aspects of a website, such as crawlability and indexability, site architecture, internal linking, duplicate content, site performance, mobile-friendliness, and code issues. This article will discuss how to conduct a comprehensive technical SEO site audit.

The primary goal of a technical SEO audit is to identify any weaknesses that may be preventing the website from achieving optimum ranking potential. By running tests on key areas such as crawlability and indexability, it is possible to uncover underlying issues that could be adversely affecting the overall performance of the website. Additionally, assessing factors such as internal linking structure and code errors can help ensure that all components are properly optimized for optimal search engine visibility. Ultimately, conducting a comprehensive technical SEO audit can help improve organic rankings by ensuring that all aspects of the website are technically sound.

Key Takeaways

  • Conducting a comprehensive technical SEO audit is essential for maintaining website visibility on search engine result pages and improving organic rankings.
  • Technical aspects such as crawlability, indexability, site architecture, internal linking, duplicate content, site performance, mobile-friendliness, and code issues should be assessed in a technical SEO audit.
  • Mobile-friendliness is crucial for SEO success, and a website must be designed for optimal viewing, fast loading times, and easy navigation on mobile devices.
  • Code issues can cause mixed signals to search engines, and it's important to check for structured metadata errors, crawl limit issues, and average load speed, among other factors.

How to Conduct a Technical SEO Site Audit

A technical SEO site audit is a comprehensive examination of a website's code and content, aimed at optimizing the website for search engine visibility. It involves assessing the page load times, examining the links on the page, conducting audits for potential errors, checking to make sure that it's running on the latest version of a CMS or other platform, and analyzing how easy it is to access domains across multiple web browsers. It also includes keyword analysis and optimization of images for faster loading.

One key factor in any technical SEO audit is crawlability and indexability. Evaluating these two elements can help you assess whether a search engine can successfully navigate through your website's structure without any errors or timeouts. This will ensure that your pages are indexed correctly by search engines and can be ranked accordingly.

To verify crawlability and indexability, use tools such as Google Search Console to test if your robots file has been blocked or if there are any other issues preventing web crawlers from accessing your website properly. Additionally, you should check for broken links and analyze log files to identify patterns in user behavior over time that could be affecting your overall performance in SERPs (Search Engine Results Pages). To transition into this topic more smoothly without writing 'step', examining crawlability and indexability is an important component of any technical SEO site audit.

Crawlability and Indexability

Assessing crawlability and indexability of a website is an essential part of the optimization process. For search engine crawlers to successfully access, read and index content on a website, it must be properly configured for them to do so. Technical SEO issues can severely limit the ability of search engine bots to find and index pages. This can include server errors, page speed load time that is too long or navigation issues. To determine these problems, various technical SEO tools such as Pagespeed Insights or Screaming Frog can help identify any issues with crawlability and indexability. Furthermore, analyzing things like bounce rate can also indicate whether there are any difficulties with how easily users are able to navigate through the site.

A well-structured site architecture is key in ensuring that search engines identify all relevant pages within a website when crawling and indexing them in their databases. It's important to assess how individual webpages are linked together as this affects both user experience and SEO performance. Commonly, having orphaned pages or creating an excessive hierarchy of categories are mistakes made by those who don't understand site architecture properly. Without a good understanding of how your website is structured, you risk having your valuable content remain unindexed by search engines due to poor link structure between pages which will ultimately result in lower rankings in organic searches.

It's important for websites owners to understand the importance of both crawlability and indexability if they want their websites to perform well from an SEO perspective. However, this isn't something that should be taken lightly as even small changes like link structure can have significant implications on how well your website performs in terms of rankings from organic searches. Moving forward into looking at site architecture will help further refine approach towards ensuring best practices for improved ranking results from organic searches.

Site Architecture

Analyzing website architecture is a key factor in ensuring that search engines are able to discover and properly index content within the website. A technical SEO site audit should include an evaluation of various aspects, such as title tags, internal linking structure, page load speed, mobile-first indexing, and security issues. Common issues that can be discovered during a technical audit process include crawl errors, slow page loading speeds due to large image files or lack of compression, missing meta descriptions or title tags that are not optimized for SEO purposes. Examining core web vitals is also important in order to ensure the optimal user experience across all devices.

The internal linking structure of a website is also critical when conducting a technical SEO site audit. Internal links help search engines understand the importance and relevance of individual pages on the website by providing context around what other pages link back to it. Poorly structured internal links can lead to crawlability issues and reduce the ability for search engine bots to access specific areas of the website. The audit should also look at broken links which will need to be fixed as soon as possible after they have been identified.

In addition, assessing how quickly pages load on both desktop and mobile devices is essential for effective SEO performance. Slow loading times can affect user experience negatively, leading to higher bounce rates and lower conversions; faster page loading speeds help ensure visitors stay longer on your site which can positively impact your rankings over time. Security issues such as outdated plugins or malicious code must also be taken into account since these may prevent search engine bots from crawling certain parts of your website - making it difficult for them to index content correctly and efficiently.

Internal Linking

The internal linking structure of a website is essential for optimization, with research showing that the average page has over 100 internal links. It is important to ensure that all of these links are working properly and are optimized for both desktop and mobile versions. This includes setting target keywords, ensuring there are no technical errors such as 404s, optimizing image titles and sources, and paying attention to loading speed. Internal linking plays an important role in search engine ranking and organic traffic by providing guidance to search engines around which pages on the website have priority.

When constructing an effective internal linking structure it is also important to avoid duplicate content issues, where two separate URLs lead to the same page or content. If this issue arises it can cause confusion for search engines about which URL should be indexed in their results pages and can cause lower rankings as a result. Additionally, having multiple versions of the same content can hurt organic traffic due to competition between multiple URLs for the same keyword phrases.

It is therefore necessary to ensure that all URLs are unique from one another while also being easy-to-understand for both users and search engine algorithms alike in order to maximize visibility and organic traffic potential from internal link structures. Duplicate content must be avoided at any cost when creating an SEO friendly website architecture through careful planning of internal link structures.

Duplicate Content

Duplicate content can have a damaging effect on the search engine rankings of a website, as it can create confusion for algorithms attempting to index pages. For this reason, it is important to use Search Console to identify and address any potential SEO issues that could be caused by duplicate content. Outgoing links should be checked regularly to make sure they are not leading to broken or poor image quality desktop versions of webpages; in addition, pagespeed should be optimized for both desktop and mobile devices with responsive design and status codes that indicate successful page loading. Digital marketing professionals must also ensure that their website has a core purpose; otherwise, having too much duplicate content on the same domain may cause significant damage to its organic search engine rankings. Poorly managed websites with an abundance of repetitive content can severely disrupt user experience and create unnecessary difficulties for search robots attempting to crawl through the site's structure. Therefore, sites should be monitored closely for any duplication in order to maintain optimal performance across all devices.

Site Performance

After discussing the importance of identifying and rectifying duplicate content, it is now necessary to turn our attention towards the performance of a website. Website performance is an essential element in SEO strategy as it affects how quickly your page will load for visitors. This can have a direct impact on user experience and search engine ranking algorithms. To ensure that your website is performing well, there are several technical issues you must investigate:

  1. Search – Start by checking whether all pages can be found by using the Google Search Console tool. This will allow you to identify any broken links or URLs that are not indexed by Google's crawlers.
  2. Broken Links – Check for any broken links or external links which could lead visitors away from your site without warning them first. You should also check for any dead-end pages which do not link to other pages on your website and redirect users if needed.
  3. Code – Make sure that all code is up-to-date and free of errors which could slow down loading speeds or cause other issues with displaying content properly. Additionally, look out for code bloat which could increase page size unnecessarily and affect your speed rating accordingly.
  4. Google Search Console - Use the GSC tool to review any crawl errors, duplicate titles & meta descriptions, sitemaps, robots txt files etc., as these can all impact how quickly the website performs in search results and affect its visibility & ranking position overall as part of an effective SEO strategy .

Overall, it is essential to monitor the health of a website regularly in order to ensure optimal performance at all times by fixing technical issues quickly and efficiently before they become more serious problems that require more time & resources to rectify . It is therefore important to take proactive steps such as monitoring crawl rates, diagnosing server response times etc., in order maintain high loading speeds & keep visitors engaged with consistent user experience across multiple devices . By ensuring optimal website performance through regular monitoring & maintenance , businesses can increase their chances of achieving higher rankings in organic search results whilst also increasing visitor count & boosting revenue potential over time . Moving forward we must consider mobile-friendliness when assessing our SEO strategy


As a crucial component of any successful SEO strategy, mobile-friendliness must be considered when assessing an online presence. A website must not only be designed for optimal viewing on mobile devices, but it must also provide fast loading times and easy navigation. To ensure that a website is properly optimized for mobile users, the following steps should be taken: use Bing Webmaster Tools to assess mobile search performance; check page speed with Google Pagespeed Insights; analyze clickthrough rate from keyword performance; measure loading time with Mobile Optimization tools; and optimize meta titles and designs for responsive web design.

It is important to understand how users interact with websites on their phones in order to create the best user experience possible. If pages take too long to load or are difficult to navigate, users will simply move on to other sites that offer easier access. Understanding which keywords have high clickthrough rates can help identify where optimization efforts should be focused and what type of content would perform well in the mobile environment. Additionally, ensuring meta titles are descriptive and succinct helps attract potential customers quickly while providing them with relevant information about the site's offerings.

When assessing a website's performance in terms of its mobile-friendliness, it is essential to consider all aspects of user experience from loading speed to design elements. These components can greatly impact overall success when competing for organic rankings as well as customer loyalty in the digital landscape. By taking into account these key elements when conducting an audit, businesses can ensure they are providing customers with an enjoyable experience regardless of device used. With this knowledge, companies can then take necessary steps towards optimizing their websites for both desktop and mobile audiences alike.

Code Issues

Identifying code issues as part of an optimization review can help to maximize a website's potential. When conducting a technical SEO site audit, it is important to check for any errors in the source code which could be causing mixed signals to search engines. This includes checking for structured metadata errors, incorrect versions of HTML and CSS, crawl limit issues, and average load speed. Additionally, tools such as Google Webmaster Tools and Ahrefs Site Audit can be used to detect indexation issues with the domain rating of the root domain.

Google PageSpeed can also help identify code related issues on both desktop and mobile devices that may be adversely affecting user experience. Slow loading content or pages can lead to lower rankings on SERPs so it is important that these are addressed during any technical SEO audit. Another way to reduce page loading speeds is by minifying CSS files and combining them into one file instead of multiple separate ones being called from the server each time a page loads in the browser.

In addition, when assessing code-related problems, redirect chains should be tested for accuracy with valid 301 redirects from old URLs to new URLs in order to prevent any loss of PageRank equity between pages. This will ensure that all users are delivered exactly where they need to go without running into broken links or dead ends along their journey through a website's content hierarchy.


Conducting a technical SEO site audit is an essential part of ensuring a website's success. Technical factors play an important role in the overall performance and visibility of a website, just like the intricate threads of a tapestry are what make up its beautiful pattern. Taking into account crawlability, indexability, architecture, internal linking, duplicate content, site performance and mobile-friendliness will help to ensure that any technical issues are identified and rectified before they become too severe. With proper preparation and dedication to detail, your website can be the stunning tapestry it deserves to be.


How often should I conduct a technical SEO site audit?

It is recommended to conduct a technical SEO site audit at least once a quarter, or more frequently based on the size and complexity of the website. Regular audits allow for proactive monitoring of changes in search engine algorithms and optimization opportunities.

Are there any SEO tools I should use for the audit?

A recent survey found that nearly 70% of marketers use SEO tools for website audits. Choosing the right tool can be challenging, so consider researching popular options and their features to find the best solution for your audit needs. Analyze data in detail and look for insights to create an effective strategy. Engage readers with valuable content while ensuring maximum visibility on search engines.

How much time should I allocate for the audit?

The amount of time required for a technical SEO site audit largely depends on the size and complexity of the website. Generally, an average-sized website should take around 8 to 10 hours. It is important to factor in additional time if the site requires more complex analysis.

How do I prioritize the sections of the audit?

Optimizing a website for search engine ranking requires prioritizing sections of the audit. Analyzing the pages, content, and links are essential components to consider when assessing overall website health. Other key elements include evaluating page speed, mobile friendliness, and metadata.

How do I know when the audit is complete?

When the audit has been thoroughly documented and all areas have been checked for accuracy, the audit can be considered complete. Careful review of results is necessary to ensure that all objectives have been met.

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