How to Perform an In-Depth Technical SEO Audit

Mansi Rana

Keeping the technical foundation strong of your website is very much important to get the maximum benefits of SEO. Once in a while, you need to conduct an in-depth technical SEO audit so that you can get to know about the current flaws and fix them. But, many people are overwhelmed by the thought of conducting a technical SEO audit as they don’t know where to start. So in this article, we will check out simple steps for conducting an in-depth technical SEO audit so that you can keep your website optimized for maximum SEO benefits.

First, let’s talk about the tools:

The technical audit may be a time-taking process depending upon the size of the site. But, to start with, we have listed some important tools that you can use as per your requirements. Below are the tools that you will need for analysis.

  • Google Analytics
  • Screaming Frog
  • DeepCrawl
  • Copyscape
  • Google Search Console
  • Bing Webmaster Tools

Start with deep crawling your site:

Deep crawling your website helps you in finding out multiple things and gives you the opportunity to make the site more robust. Deep crawling could be of many types but, we will focus on only important aspects.

Duplicate Content

The first priority while running a deep crawl is to search for duplicate content and pages. It happens quite a few times that many pages are nearly identical and they lead towards duplicity. Go to the duplicate content section of the tool and run a scan. If you find some pages, make it your first priority to fix them all.

Duplicate or thin content can hurt your SEO efforts and if you find some pages are not of use or have fewer words, you can consolidate those page content. Also, check for duplicate meta tags and if you have a subdomain, make sure there is no duplicate content there as well.

Check the pagination

We often use pagination to improve the site’s user experience but they need to be implemented correctly. Using scanning tools, you need to check if all the paginations are working perfectly and there are no broken pagination cases. And on the other hand, if you are using infinite scroll, you can add the equivalent paginated page URL in the JavaScript file.

If you encounter some paginations are not working properly, make a separate excel sheet and note down the URLs. This is because, as you will conduct so many things, it will be easier for you to remember later.

Check for maximum redirections

Redirections are not that SEO-friendly and you should use them with utmost care as they can lead to traffic loss. While conducting an in-depth technical SEO audit, you need to check the levels of redirects your site has. For example, 1X, 2X, 3X, or 4X, all are the levels of redirections, and you need to keep the redirection level as low as possible.

Redirects not only spoil user experience but also waste the precious crawl budget and hence leads to lower rankings. Google authorities have also said that you need to check the redirects that are beyond 3X and fix them for a better user experience.

Check for all the 404

404 or page not found errors are among the most common errors that most website owners ignore but they could lead to serious ranking losses. Using any website scanning tool, prepare a list of all the internal and external links that are 404 and fix them as soon as possible.

Most people just run an internal page 404 audit and fix the pages, but you need to go beyond and also check for the externally linked pages. You can use a tool like Screaming Frog spider to have a better understanding of the pages of the website.

Google analytics code

During the website migration or re-designing, it happens a lot of times that people mistakenly paste the tracking code twice without checking the previous code. So, you can check it manually if the site is having multiple Google tracking codes. If you find more than one, make sure you remove one carefully which is not in use.

Indexing and robots.txt

The last but very important technical SEO audit is indexing stats and checking the Robots.txt file of your website. Log into the Google Search Console and see which pages are indexed and which are showing indexing errors. If there are pages that are important to you and not indexed, you need to fix those issues as quickly as possible.

On the other hand, you need to review the Robots.txt file and check if any important resource is blocked by mistake. If there are any, fix those errors so that Google and other search engine bots can crawl the site properly.

These are some important things that you need to focus on while conducting an in-depth technical SEO audit. And, if you don’t have an in-house team, it’s better to hire a professional SEO company and get it done.

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