Technical Website positioning Audits: Suggestions for a Profitable Implementation
According to BrightEdge, 68 percent of all online experiences start with a search engine and 53 percent of website traffic comes from organic search.
Yet only 0.78 percent of those searchers click results on the second page of Google.
That is, if you don't appear on the SERPs homepage, you will not receive any traffic.
It's clear why SEO is a top priority for marketers. In fact, 61 percent say this is their primary focus when it comes to inbound marketing.
If you can get your client's website to the top in user search, it will be much easier for you to improve ROI.
Mastering SEO is of course not an easy task.
There are so many things to consider, from on-page SEO to off-page SEO, copy, content, and even technical SEO.
A really effective SEO strategy includes all of these strategies plus regular optimization to ensure consistent returns.
This post takes an in-depth look at technical SEO and how you can use it to increase organic traffic, appear in search, and improve your overall website experience.
What is technical SEO?
Technical SEO is an area of SEO that covers optimizations that improve search engine ranking by making it easier for search engines to crawl your website. For example, improve the site load time, check the robot.txt files, and make sure redirects are working properly.
Essentially, it's about making sure your website is being viewed, crawled, and rated by search engines.
Search engines like Google prefer websites that adhere to their webmaster's guidelines. The basic tenets are that the content of your website should be accurate, easily accessible, and user-friendly.
If your website loads slowly, is unresponsive, or does not have a secure connection, your content is not meeting these guidelines.
This is where technical SEO comes in as it can help you improve the technical characteristics of your website to improve organic traffic.
Why is technical SEO important?
Imagine you've written the most amazing content in the world. It is content that everyone should read.
People would pay buckets of money just to read it. Millions are eagerly awaiting notification that you've released this incredible new content.
Then the day finally comes and the notification disappears. Customers excitedly click the link to read your article.
Then it will take more than 10 seconds for your website to load. Readers are upset and don't want to wait.
With every second it takes to load your website, you lose readers and increase your bounce rate.
It doesn't matter how great that content is – your website is not performing well and you are losing valuable traffic.
This is just one example of why technical SEO is so important.
Without this feature, Google and other search engines cannot find, crawl, and index your website.
If search engines can't access your website, you won't be able to rank you and become one of the 90.63 percent of websites that don't get organic search traffic from Google. Yikes
Even if your website can be found, user experience issues like page load times and confusing navigation can negatively impact Search Engine Optimization.
Other issues like mobile optimization, duplicate content, and website security can cause search engines to rank your website lower.
Elements of technical search engine optimization
While crawling and indexing are important factors in search engine optimization, there are many more aspects to consider when conducting a technical SEO audit. These include:
- mobile optimization
- Page load speed
- Connect health
- duplicate content
- Crawl errors
- Image problems
- Side security
- Url structure
- 404 pages
- 301 redirects
- canonical tags
- XML sitemaps
- Site architecture
A technically flawless website should at least be safe, quick to load, easy to crawl, clear and workable to navigate, and not contain duplicate links or content.
There should also be systems in place that allow users to be involved even when they hit a dead end, e.g. B. Content created for 404 errors and 301 redirect pages.
After all, a site should contain structured data so that search engines can better understand the content. This can be done in the form of schematic diagrams and XML sitemaps.
When performing a technical SEO audit, be careful if you over-optimize your website. Too many improvements can counteract your best intentions and damage your SEO rankings.
What is an SEO Audit?
An SEO audit evaluates your website to see how well it is performing on search engines.
SEO audits are a great way to create actionable plans to outperform your competitors, identify opportunities on your website, find and fix exit points, and create better customer experiences.
You should perform SEO technical audits, on-page SEO audits, and off-page SEO audits on a regular basis.
As you go through your exam, you will find places to improve or tweak the performance of your website in order to improve its performance and keep the website visitors happy.
You may not be able to fix every bug at once, but you can find out what is wrong and create a plan to fix the bug.
What are the key elements of a technical SEO audit?
There are three key factors to consider during an SEO audit:
- Back-end factors like hosting and indexing
- Front-end factors such as content, keywords, and metadata
- Link quality and external references
Sometimes you don't have the time to address every pain point. So use the 80/20 rule when deciding which exam findings are worth taking action.
The most important part of your website's SEO is the part that your inbound traffic actually sees.
That's all washed away if your website isn't cell-friendly.
With the introduction of the Mobile First Index, you need to make sure you understand your website's performance on mobile devices to ensure proper placement on SERPs.
What does the Mobile First Index mean?
With 52.2 percent of the world's mobile web traffic, Google modified its algorithm to crawl the mobile version of websites.
It boils down to this: if your website doesn't work well on mobile, you're not just losing traffic. Your website looks bad to Google too. This can result in lower rankings and even less traffic.
How to Perform a Technical SEO Audit
The SEO guidelines are constantly changing. Every time a major search engine significantly updates its algorithm, SEO has to adapt.
The good news is that technical search engine optimization changes tend to be less frequent.
After all, it's not like search engines or readers suddenly decide they'll be okay with slower speeds.
If anything, the average acceptable speed will continue to decrease. Your website just has to be faster if you want to keep up with SEO demands.
Your website needs to be mobile friendly. This also becomes more and more important over time.
It has to work with no bugs, duplicate content, and bad images.
Search engines must also be able to crawl it successfully.
All of these things are critical to your success with search engines and website visitors. If you want to prioritize your SEO efforts, make sure you consider the technical aspects first.
1. Crawl your website
The most important part of the SEO audit is crawling.
Before doing anything else, start a crawl of your website. You can use Ubersuggest to make it an easy process. This is how it works:
- Step 1: Enter your url and click "Search".
- Step 2: Click Site Audit in the left sidebar.
- Step 3: Run the scan. When done, you will see
Crawling is useful for identifying problems such as duplicate content, low word count, unlinked pagination pages, and excessive redirects. Ubersuggest even ranks problems in order of importance so you can focus on what matters most.
If you find anything here, click on it for more information and advice on how to fix it. For example, our website has 32 pages with a small number of words.
You can then review these pages to see if you need to add more content.
What does it all mean?
In short, it gives you a glimpse of how the Googlebot is crawling your website.
If you're not using Ubersuggest for your SEO technical exam, you can also manually crawl your website. We'll explain that below.
2. Do a manual Google search
Some google searches can tell you roughly how well your website is ranking. This is a great way to find out where to start your SEO technical audit.
How many of your pages appear in relevant search results?
Does your site appear first when you search by name?
Overall, where does your website appear in the results?
To find out which pages are actually being crawled, you can see what is being displayed by doing a search on "site: rootdomain".
Here's what it looks like in action:
Missing pages do not automatically mean that your website is uncrawlable. However, it is helpful to understand what is going on behind the scenes.
Your website doesn't have to be at the top of your search, either. When you use site search, you will only see pages on your own site.
3. Make sure that only one version of your website is searchable
If your website contains multiple "versions" of itself, you're sending a mixed message to search engines about crawling your website.
Basically, the crawlers don't know which one is the right one.
If search engines don't even know how to display your website to potential visitors, it will negatively affect your website's SEO ranking.
This can be a conflicting mobile and desktop version, or a duplicate "https" version and a non-"https" version.
The effects of HTTP vs. HTTPS on a website's SEO are debated in the SEO community. Some sites that use AdSense saw their revenue decline after switching to HTTPS.
For example, Crunchify's revenue fell 10 percent after switching to an HTTPS site.
However, it seems that websites without SSL protection will no longer be supported by Google SEO in the future.
Google is even taking steps to publicize which websites have SSL protection and which don't. Chrome marks pages as "Not Safe" to make them clearer.
With this change from Google, it seems like you need to make sure your website is only using "https".
4. Perform SEO technical reviews on the site
There are a lot of things to check out when evaluating your website and the results of your crawl. Do not be overwhelmed! First, look for duplicate pages, headings, and title tags.
If, like me, you've published a lot of content with similar topics, you will see some seemingly unrelated content in your crawl.
That's okay. They are looking for duplicates of the same content.
You can use a tool like Copyscape to assess potential SEO technical issues resulting from duplicate content.
From there, examine some important criteria that Google rates in its rankings.
Page title and title tags
A title tag is HTML code that tells search engines the title of a page. This information is displayed on SERPs.
It looks something like this:
You want to make sure these are relevant to the content of your page. The content should also answer your users' questions as quickly as possible.
The optimal length for title tags is between 56 and 60 characters. You can use a pixel width checker to make sure your title isn't cut off.
Meta descriptions do not have a direct impact on the ranking. However, they are still incredibly important as this is the first thing a user sees in the SERPs.
Meta descriptions should be compelling, engaging, and give a taste of what the user will find on the page.
Google recently increased the limit for descriptions from 160 to 320, making even more properties available to draw with one click.
You want to make sure that your content is organized with a clear hierarchy on the page.
This way, Google can easily analyze your website and index it for search.
Basically, you want to make sure that the placement of pages makes sense. For example, all of your service pages should be on the Services tab. Make sure users don't have to click through four levels of the page to find top selling products. The aim is to make it easier for Google and its users to find the information or products they are looking for.
Every page on your website should have a focus keyword included in the first 100 words.
For example, in this post on social evidence, it appears twice in the first 100 words.
This helps Google understand what the post is focusing on – but don't stop there.
While keyword filling penalizes you, be strategic about keyword placement.
Add them if possible:
- Alt tags
- Sub-items (h2, h3, etc.)
- Meta description
Overall, on-page SEO reviews are incredibly important, but they're only part of your overall technical SEO strategy. There are other SEO checks to consider as well.
5. Manage your internal and external links
Websites with logical hierarchies have improved SEO rankings. For this reason, it's important to double-check your internal and external links to ensure that visitors can navigate your website intuitively.
Pages can be deleted or moved, which can lead to broken links and annoyed website visitors.
Do not worry; You don't have to do this manually.
Integrity and Xenu Sleuth can help you identify your broken links on your website. (Note: Integrity only works for Mac.)
Although both tools are easy to use, I'll use Integrity as an example.
Once downloaded, paste your url into the text bar at the top of the page and hit "Go".
The tool then tests all the links found on your website and provides you with the results.
In the top left corner you can see a snapshot of the links and how many of them are bad.
Depending on the size of your site and the number of links you have, you can view the results by link, page, status, or flat view to help you understand the results.
You want to change all links marked in red with the label "404 not found". These dead ends can have a negative impact on your technical search engine optimization.
Google rates clicks from internal and external links differently, even though both are designed to improve your SEO.
6. Check the speed of your site
People are impatient. Google knows that.
Your customers don't want to wait. The longer your page takes to load, the more likely it is that your customer will bounce.
You need to check your website speed and Ubersuggest can help you. How to get started:
- Step 1: Enter your url and click "Search".
- Step 2: Click Site Audit in the left sidebar.
- Step 3: Scroll down to Site Speed.
Ubersuggest shows the loading time for desktop and mobile devices. The above results show that my website scores excellent for both of them.
In addition to the charging time, the following tests are also carried out:
- First satisfied coat of paint
- Speed index
- Time for interactivity
- First meaningful color
- First CPU idle
- European summer time. Input latency
Take action if your website is doing less than excellent or well.
Ubersuggest describes exactly what you need to do to improve the website speed.
7. Use your analytics and compare site metrics
This step determines whether your analytics service (e.g. Google Analytics, Kissmetrics, etc.) reports live metrics data.
If so, your code is installed correctly.
If not, your code is not installed correctly and needs to be fixed.
If you are using Google Analytics, the tracker code should be placed above the header of every web page.
Once you've set up an analytics service, compare the metrics with the results of your previous search for "Site: Rootdomain".
The number of pages shown in your metrics should compare to the number of pages from the "Site: Rootdomain" search.
If not, certain pages are not properly accepting crawl requests.
Check your bounce rate
Google Analytics can be helpful if you want to determine the bounce rate of your page.
A high bounce rate means that people won't find what they're looking for on your website. This means you may have to go back to make sure the content is optimized for your audience.
You can check your bounce rate by logging into your Google Analytics account and clicking Audiences> Overview.
Compare metrics with the MozBar
In addition, you can use the Moz tool "The Mozbar" for benchmarking between pages.
The MozBar is a tool that provides various SEO details of any website or search engine results page.
The toolbar adds an overlay to your browser and offers a number of functions.
For example, MozBar allows you to highlight different types of links that you are displaying.
This is useful on its own, but you can also compare link metrics on or between pages.
It also comes with robust search tools to make your life easier.
This feature allows you to create custom searches by location up to the city.
The page authority is also supported by the MozBar.
It ranks each specific page from 1 to 100 in terms of how well it ranks on search engine results pages.
When doing a technical SEO audit, tools like this can quickly measure the temperature of your website's relationship with search engines.
The less guesswork you have to do, the better your SEO exam will be.
8. Review your off-site SEO and do a backlink audit
Backlinks are critical to the success of SEO.
This way, Google and other search engines know that your page is particularly relevant and that other users will find it useful.
Remember, hyperlinks aren't the only thing crawlers are looking for in external SEO.
Your website will also be searched for brand names. Because of this, it is important to pay attention to what is happening both on and off your website.
Run your backlink audit
Use a tool like Ubersuggest to do a backlink audit and assess the type of backlinks pointing to your site. Here's how:
- Step 1: Enter your url and click "Search".
- Step 2: Click on "Backlinks" in the left sidebar.
- Step 3: Check the report.
Backlink audits are helpful because:
- You can rate your current link profile and see how it affects your website.
- You can identify areas where you can focus on getting better quality links.
- You can evaluate the number of backlinks your competitors have and work to exceed them.
Not only do you stop backlinking your website, you want to see what the competition is up to.
Analyze competitor keywords
Your competitors were busy improving their SEO skills while you slept. Now they rank higher for your most important search terms.
Ubersuggest can help with this too.
Here you can see which keywords other websites are ranking for. It also shows which backlinks lead to those websites.
Basically, you want to examine your competitors' backlinks and see how they compare to your own. This is how it works:
- Step 1: Enter your competitor's URL and hit "Search".
- Step 2: Click Keywords in the left sidebar.
- Step 3: Check the results.
Highly recommended technical SEO audit
This provides a clear view of the ranking of your competitor's website. In addition to a list of keywords, you can check the following:
- volume: The average number of monthly searches for the keyword
- position: Position the URL in Google search
- Estimated visits: Estimated monthly traffic that the website receives for the keyword
- SD: Estimated competition in organic search: the higher the number, the more competitive the term
Get involved on social media
Social media is a channel for consistent backlinks and engagement. You can use it to aid your technical SEO endeavors.
You want to find out which additional social media platforms are frequented by your target group.
Simply put, social media can improve your SEO by:
- Increase the number of your backlinks. Those who discover your content on social media may be more likely to link to it.
- Steigerung der Markenbekanntheit, die bei Suchanfragen einschließlich des Markennamens hilfreich sein kann.
Social Media ist eine Möglichkeit, den Traffic und die Erwähnungen zu steigern, die über das hinausgehen, wonach Menschen in einer Suchmaschine suchen.
Die Sättigung der sozialen Medien ist auch einfacher als die Erstellung einer Linkbuilding-Kampagne.
Verwenden Sie den Facebook Sharing Debugger, um zu sehen, wie Ihre Webinhalte aussehen, wenn sie auf Facebook geteilt werden.
Mit diesem Tool können Sie auch Ihre Open Graph-Tags überprüfen.
Technische SEO: Letzte Gedanken
Es gibt drei verschiedene Aspekte von SEO, und technisches SEO ist der wichtigste der drei.
Es spielt keine Rolle, wie beeindruckend Ihre On-Page-Suchmaschinenoptimierung ist, wenn Sie bei der technischen Suchmaschinenoptimierung versagen.
Es spielt auch keine Rolle, wie gut Sie bei Off-Page-SEO sind, wenn Sie in technischen Fragen schrecklich sind.
Lassen Sie sich nicht von der Vorstellung überwältigen, dass es "technisch" oder komplex ist. Beginnen Sie mit den oben diskutierten großen, kritischen Aspekten und gehen Sie jeweils ein Problem an.
Wie haben Sie Erfolg mit technischem SEO auf Ihrer Website gefunden?
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