What to look for in a technical SEO audit

According to Techradar, there are more than 547,200 new websites every day. Google has to crawl all these sites and store them in their database, thus occupying physical space on their servers.

The sheer volume of content now available allows Google to prioritize quick, well-designed sites and deliver useful and relevant information to its visitors.

You’ve leveled up, and if your site is slow or has a lot of terms in your code, it’s less likely that Google will reward your site with a solid ranking.

If you really want to be ahead of your competitors, you have a great opportunity to be better than them by improving your site code, speed, and user experience. These are some of the most important ranking signals and will continue to appear as the internet becomes more and more inundated with content.

Your website’s technical SEO review can be very intense with many moving pieces. If you are not a developer, it can be difficult to understand some of these elements.

Ideally, you should have a working knowledge of how to conduct an audit to oversee the implementation of technical SEO fixes. Some of these may require developers, designers, writers, or editors.

Fortunately, many tools will perform the audits for you and provide you with all the comprehensive data you need to improve the technical performance of your website.

Let’s review some of the data points that will come up, no matter what technical SEO audit tool you use:


  • Crawling ability: Can Google easily crawl your website, and how often?
  • protection: Is your website secure with an HTTPS certificate?
  • On-page SEO elements: Does every page contain the keyword in Title tags, meta description, file names and paths? Do they have the same on-page elements as the sites ranking in the top 10 targeted keywords?
  • Internal links: Does your site contain internal links from other site pages? Other elements you can consider are site structure, breadcrumbs, link text, and link carving.
  • Addresses: Is KW primary in H1? Do you have H2s with supporting keywords?
  • Compliance issues: Does your site code have valid HTML? What is the degree of access?
  • Pictures: Are your photos loading quickly? Is it optimized with title, keywords and srcset attribute? Are you using some new image formats like webP and SVG?
  • Scheme and Semantic Web: Are your chart markers in place and set up correctly? Some of the schema tags you can use include WebPage, BreadcrumbList, Organization, Product, Review, Author/Article, Person, Event, Video/Image, Recipe, FAQ, and Guidelines.
  • canon: Do you have key tags in place, and are they set up correctly?
  • Site Map: Do you have only valid pages in the sitemap, and are the redirects and 404 pages removed from the sitemap?

These are just some of the items you want to consider that most tools will report on.

User Experience

Google places more emphasis on ranking factors that revolve around user experience. As the web becomes more organized collectively, Google elevates the user experience. Focusing on user experience will eventually increase ad revenue.

You’ll want to audit the user experience of your website.

  • Is it fast?
  • How fast is the interactive page?
  • Is it easy to navigate on mobile devices?
  • Is the site hierarchy clear and intuitive?

Some ways to measure this include:

  • Site speed
  • The basic vital elements of the web
  • Mobile Compatibility
  • Organized Mobility
  • Intrusive ads or interstitial ads
  • Design

Make sure that you are working with a developer who is familiar with the latest SEO technical elements and who can implement the changes needed to increase your SEO performance.

Search Engine Optimization (SEO) Technology Audit Tools

Some of the most popular SEO audit tools include:

  • Smrash review
  • frog screaming
  • SiteBulb
  • Website Checker
  • ContentKing app
  • GTMetrix
  • Bingdom
  • Google beacon
  • Google page speed statistics

We’ll look at two of these tools and the data points you can get from them.

Smrash Website Audit

Once you create a project in Semrush, you can perform a site audit. Your overview will look like this:

Click the Issues tab, and you will see a detailed list of the detected issues, broken down by errors, warnings, and notifications:

If you click on an item, you will see a list of pages affected by each issue.

Review these because sometimes the data points are invalid.

Ideally, you should export a CSV file for each of these issues and save it to a folder.

frog screaming

This desktop tool will use your computer and your IP address to crawl your website. Once done, you will get various reports that you can download.

Here are two examples of reports:

This is an overview report that you can use to track technical audit KPIs.

For example, this report gives you details of the meta titles for each of your pages.

You can use the bulk export feature to download all the data points in the spreadsheets, which you can then add to the audit folder.


Like others, Site Bulb will perform a comprehensive crawl of your website. The benefit of this tool is that it will give you more in-depth technical information than some other tools.

You will get audit score, SEO score, and security score. As you implement the repairs, you will want to increase these results over time.

Google Search Console

The Index Coverage report contains a treasure trove of data that you can use to implement repairs that Google has discovered about your site.

In the details section, you will see a list of errors, and if you click on each report, it will include the list of pages affected by each problem.

Implementation of technical fixes for SEO

Once you have all of your CSV exports, you can create a list of all issues and proceed between them to remove the duplicate reports generated by the various tools.

After that, you can set which department each repair belongs to and its priority level. Some may need to be addressed by the developer, others by your content team, such as rewriting duplicate titles or improving descriptions with pages with low CTR.

Here’s what your list might look like:

Each project should include notes, notes, or details on how the repair was carried out.

Most websites will encounter dozens of issues, so the key here is to prioritize the issues and make sure you’re constantly fixing and improving your site’s performance every month.

EAT Audit

It is important that your website reflects objective authority and importance. EAT means:

  • expertise: Are you an expert in your field? Are your authors reliable?
  • Tyranny: Are you considered trusted in your field by industry organizations? Do social profiles, citations, social shares and a cookie reflect this validity?
  • Trustworthiness: Can visitors trust that your website is secure and their data is safe? Does your site have an SSL certificate, including privacy disclaimers, refund information, contact information, and credentials?

Google has a whole team of quality manufacturers who manually review websites to rate them based on these parameters. Google has even published EAT Guidelines for Quality Classifiers for site owners to refer to.

If your website is in the YMYL (Your Money, Your Life) domain, these factors are even more important as Google tries to protect the public from misinformation.

Analytics audit

  • Is your Google Analytics code working correctly?
  • Do you have the right goals and funnels to fully understand how users navigate your site?
  • Do you import data from your Google Ads and Search Console accounts to visualize all your data in Google Analytics?

BrainLabsDigital has created a Google Analytics checklist that will help you review your Google Analytics account. The accompanying article will give you a straightforward and strategic approach to ensuring that Google Analytics is set up correctly.

Prioritize technical SEO fixes

Make sure to prioritize continuous on-page SEO. Depending on your location, you may have a list of dozens or a few hundred repairs. Experiment and determine which fixes will affect the most pages to see the greatest improvement in your efforts.

It can be frustrating to see a list of 85 different technical SEO optimizations. The benefit is that as you progress through these improvements, you will begin to see movement in your rankings. Over time, you’ll want very few, if any, bugs to appear in all of your crawlers.

If your content is relevant, targeted, and well developed, and you receive new high-quality links every month, these technical improvements will become the main differentiating factors to rank better than your competition.

The opinions expressed in this article are those of the guest author and not necessarily those of the search engine. Staff authors are listed here.

New in search engine land

About the author

Marcela De Vivo is an industry veteran with over 20 years of experience in digital marketing, Marcela travels the world talking about SEO, data-driven marketing strategies, workflow automation and optimization. Marcella owns a digital marketing agency called Gryffin that is based in California.

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