adminIn today’s day and age, search engine optimization needs no introduction. It is the quintessential bedrock of digital or online success. In simple words, SEO refers to a set of rules and regulations aimed at ‘optimizing’ websites so that they can achieve a higher organic ranking in SERPs (search engine results page). When a netizen performs a search query on Google, Bing, Yahoo, etc., the order by which the results are displayed is premised on complex and exhausting algorithms. Search engine optimization involves breaking down the various ‘factors’ that Google crawlers and bots use to rank a website and then devising a foolproof search-marketing plan for better online visibility, higher user traffic, improved lead generation, and overall rocketing of revenue.
For instance, SEO leads have the highest conversion rates at a whopping 14.6 percent. Thus, when done right, SEO can bolster an online business’s profitability by leaps and bounds. It is noteworthy to remember that SEO is not a unitary phenomenon. In fact, it is an all-inclusive term for various techniques that combine to boost a website’s online visibility and repute. For example, SEO includes mobile phone optimization, backlinking, image optimization, Core Web Vitals, Meta Tags, writing quality content, etc. However, one of the most important yet complex aspects of SEO includes Technical SEO Audit. What is it, and how can you successfully implement it? Let us find out!
Read also: What’s a Good Click-through Rate (CTR) For Your Industry?
What is a Technical SEO Audit?
Simply put, a technical SEO audit is a rigorous evaluation of the nooks and crannies of a website to test its backend elements, like page speed, crawlability, index status, etc. A Technical SEO audit aims to help the site owner fix any infrastructural issue hampering the overall optimization efforts and detrimentally affecting the SERP rankings. Web design URL layout, site design, image distribution, sitemap, etc., impact the technical SEO’s health. A routine examination of a website’s technical SEO via an audit has multiple advantages, such as –
- End all the erstwhile SEO procedures that were culminating in a penalty
- An audit helps generate a list of measures to facilitate the website’s speedy recovery and improvement.
- It helps determine if search engines can index and crawl all the web pages (indexing and crawlability are crucial even to receive a SERP rank).
- Implementing technical SEO recommendations makes the website more user-friendly. Thus, there is an immediate improvement in organic traffic, engagement, conversions, etc.
- Now that we know the basics of a Technical SEO Audit let us examine the checklist for its successful implementation.
Technical SEO Audit: A Crisp Checklist
1. Website Crawling
The first step for a successful technical SEO audit is website crawling. Tools like SEMrush, Screaming Frog, and Deep Crawl can assist in smooth website crawling. The crawlers reveal glitches, such as broken ties, poor keywords, title page problems, lousy images, unlinked pages, etc. After the crawling tool displays the results, it is time to do some manual tweaks, such as regulating indexation, fixing redirects, providing URL variables, removing duplicate content, and more, to improve your site’s technical SEO health. You can also scrutinize the crawl budget in the Google Search Console. Simply put, the crawl budget is the amount and frequency of pages Google bots have crawled on your website.
2. Sitemap Review
The second most important step in technical SEO audit is XML sitemap optimization. In simple terms, an XML Sitemap can be defined as an ‘XML file’ that lists all the pages and articles of your website. The file contains the title, the date of the first release, and the date of the last revision of the articles or pages. During crawling, Google bots can use the XML Sitemap as a guidance or reference.
Thus, it is imperative to optimize the XML Sitemap. The way to go about it is simple. All you have to do is add the pages relevant to your website on a site page. However, you must exclude the tag, author, and other pages without exclusive content from the sitemap. Remember to update the sitemap automatically when you release a new article or page. The simple strategy can enhance the crawl ability of your website by many times.
3. Invigilate the Website’s Internal Links
Last but not least, a pertinent consideration during a technical SEO audit is reviewing the state and health of the website’s internal links. The step makes it easy for search engines and users to locate content. There are two main types of internal links –
- Navigational Internal Links – They are found in the Header, Footer, or Sidebar
- Contextual Internal Links – They are embedded into the content page
Pages that display problems in interlinking but are indexed can be examined by checking Google Analytics. You have to identify the least used pages and send them to the page list for evaluation. The key is producing and optimizing content so that pages are highly scrollable, easy to access, and easy to navigate. In addition, it is also important to make contextual connections.
Wrapping It Up
So, there we have it, a crisp overview of technical SEO audit and the three steps you can take to perform it. Other ways to conduct a Technical SEO audit include checking the indexable pages, evaluating domain and page authority, and more.
Thamarai P
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