If you've ever dabbled in digital marketing, you'll know that SEO, or Search Engine Optimisation, is the magic wand that can either make your website a star or relegate it to the dusty corners of Google's search results. But hold on a minute, we're not just talking about any SEO here; we're diving into the nitty-gritty, the behind-the-scenes, the very backbone of your website's performance—Technical SEO.

Now, you might be wondering, "What on Earth is Technical SEO, and why should I care?" Excellent questions, young padawan! Imagine your website as a swanky sports car. You wouldn't expect it to win races if the engine's faulty, would you? Technical SEO is like your website's engine, ensuring everything runs smoothly so that your content—the driver—can steer the vehicle to victory, or in this case, to the top of search engine rankings.

But here's the kicker: Technical SEO is often overlooked, even by seasoned marketers. Why? Because it's, well, technical. It's the stuff that happens behind the curtain, away from the glitz and glamour of content creation and link-building. Yet, it's absolutely crucial. A well-optimised website not only charms search engines but also provides a stellar user experience, making visitors more likely to stick around, engage, and convert.

In this technical website audit guide, we're going to demystify Technical SEO for you. We'll walk you through a comprehensive checklist to audit your website and ensure it's in tip-top shape. And don't worry, we've made sure to break down all the jargon into plain English so that even if you're a teenager—or just feel like one—you'll grasp these concepts with ease.

So, buckle up and get ready for a thrilling ride through the intricate maze of Technical WEbsite Audits. By the end, you'll not only understand what it is but also how to master it like a pro. Let's get started, shall we?

The Importance of Technical SEO

If content is king, then Technical SEO is the castle's foundation, the moat, and the drawbridge all rolled into one. It's the invisible force that holds your website together, ensuring that your content doesn't just sit there like a lonely island in the vast ocean of the internet. But what exactly makes it so vital? Let's dive in, shall we?

The Three Pillars of SEO: A Quick Recap

First off, let's get our bearings straight. SEO isn't a monolith; it's a complex structure built on three pillars: On-Page SEO, Off-Page SEO, and—you guessed it—Technical SEO.

  • On-Page SEO: This is all about your content—keywords, meta descriptions, headers, and the like. It's the stuff you probably think of first when someone mentions SEO. Want to know how to do this? Check out First Page Famous, my email course on on-page SEO.
  • Off-Page SEO: This focuses on external factors like backlinks and social signals that point to your website. It's like your website's reputation in the grand social gathering that is the internet. Want to know more about this? Check out my course  - Traffic Jam SEO.
  • Technical SEO: This is the behind-the-scenes wizardry that makes sure your website is easily accessible, both by humans and search engine bots. It's the grease in the wheels, the wind in the sails, the—well, you get the idea. Want help with this? Book us to do a website audit for you.

Why You Can't Ignore Technical SEO

Now, you might have the most compelling content and a plethora of high-quality backlinks, but if your Technical SEO is lacking, you're essentially trying to fill a leaky bucket. Here's why:

  1. Visibility: Search engines are like librarians of the internet. They need to find, categorise, and display the most relevant content. If your website isn't technically sound, search engines might not even find it, let alone rank it.
  2. User Experience: Ever landed on a website that takes ages to load or doesn't display correctly on your mobile? Frustrating, isn't it? Technical SEO ensures that your website is fast, mobile-friendly, and easy to navigate, which in turn keeps your visitors happy and engaged.
  3. Crawlability and Indexing: These are the processes by which search engines discover and store information about your website. Think of it as the search engine taking snapshots of your web pages to show in its results later. If your site isn't easily crawlable or indexable, it's like having a shop with the shutters down. No one's going to find you!
  4. Competitive Edge: Let's face it, the digital landscape is crowded. If you want to stand out, every little bit helps. A well-optimised website is more likely to rank higher than a similar site with poor Technical SEO, giving you that much-needed edge.

The Butterfly Effect

Remember, in the digital world, everything is interconnected. A slow-loading page can increase your bounce rate, which can affect your ranking, which in turn can reduce your visibility. It's a domino effect, and it all starts with Technical SEO.

So, there you have it—the compelling case for why Technical SEO should be at the top of your digital to-do list. It's not just a 'nice-to-have'; it's a 'must-have'. Ignore it at your peril.

Pre-Audit Preparations

Alright, you're convinced. Technical SEO is the unsung hero you've been waiting for, the backstage maestro that can make your website sing. But before you dive headfirst into the labyrinthine world of meta tags, sitemaps, and crawl errors, let's take a step back. A successful audit is like a well-planned heist; it requires the right tools, a clear plan, and a dash of audacity. So, let's gear up, shall we?

Tools You'll Need

Imagine trying to build a sandcastle with your bare hands. Possible? Maybe. Efficient? Absolutely not. The same goes for a Technical SEO audit. Here are the Swiss Army knives of the SEO world that you'll want in your toolkit:

  1. Google Analytics: This is your dashboard, your control centre. It gives you insights into who's visiting your site, how they're interacting with it, and where they're coming from.
  2. Google Search Console: Think of this as your website's health check-up tool. It shows you how Google views your site, any crawl errors, and even how you rank for specific keywords.
  3. SEO Audit Software: Tools like Screaming Frog or SEMrush are your best mates in this journey. They'll crawl your website and spit out a detailed report of what's working and what's not, from broken links to missing meta descriptions.

Setting Up Technical SEO Goals

"A goal without a plan is just a wish," said someone wise once. Before you start your audit, you need to know what you're aiming for. Are you looking to improve page speed? Or perhaps you want to make your site more mobile-friendly? Whatever it is, set clear, measurable goals. This will not only guide your audit but also give you a metric to measure your success against.

Here's how to go about it:

  1. Identify Key Performance Indicators (KPIs): These are the metrics that matter most to your website's success. It could be anything from reducing the bounce rate to increasing organic traffic.
  2. Prioritise: Not all goals are created equal. Some will have a more significant impact on your SEO than others. Rank your goals in order of importance to focus your efforts effectively.
  3. Set a Timeline: Rome wasn't built in a day, and neither will your website be optimised in one. Set realistic timelines for achieving each of your goals.

The Mental Prep

Lastly, brace yourself. An SEO audit isn't a walk in the park; it's more like a trek up a mountain. You'll encounter obstacles, maybe even a few false summits, but remember, the view from the top is worth it. So, put on your metaphorical hiking boots and get ready to climb.

There you have it—your pre-audit preparation checklist. With the right tools in hand, clear goals in mind, and a steely resolve, you're more than ready to embark on your Technical SEO audit adventure.

The Technical SEO Audit Checklist

So, you've got your tools at the ready, your goals are set, and you're raring to go. It's like you're about to embark on an epic quest, and this checklist is your treasure map. But fear not, young adventurer, for this is no ordinary checklist. It's a step-by-step guide designed to turn you from SEO novice to ninja. And the best part? We've decoded all the jargon so you won't need a Rosetta Stone to understand it. Let's dive in!

1. Website Crawling and Indexing

What It Is: Imagine Google as a spider, crawling through the web (pun intended) to find websites. Indexing is like Google taking a snapshot of your website and storing it in its massive digital library.

Why It Matters: If Google can't crawl or index your site, it's like having a shop with no signboard. No one will find you.

How to Check: Use Google's "site:yourwebsite.com" search to see which of your pages are indexed. For a more in-depth analysis, tools like Screaming Frog can be your best friend.

2. Site Architecture

What It Is: This is how your website is structured, including your URLs and internal links.

Why It Matters: A well-structured site is like a well-organised library. It's easier for both Google and your visitors to find what they're looking for.

How to Check: Navigate through your website. Is it easy to find important pages? Are your URLs simple and descriptive? If not, it's time for a revamp.

3. Mobile Responsiveness

What It Is: This is how well your website works on mobile devices.

Why It Matters: More people browse the web on mobile than on desktop. If your site isn't mobile-friendly, you're turning away a huge chunk of potential visitors.

How to Check: Google's Mobile-Friendly Test tool can give you a quick answer. Just plug in your URL and see the results.

4. Page Speed

What It Is: This is how fast your website loads.

Why It Matters: Slow and steady might win the race in fairy tales, but on the internet, speed is king. A slow site can frustrate users and make them leave.

How to Check: Tools like Google PageSpeed Insights can give you a detailed breakdown of what's slowing down your site.

5. HTTPS and Security

What It Is: HTTPS is the secure version of HTTP, the protocol over which data is sent between your browser and the website you're connected to.

Why It Matters: Security is a big deal, both for you and for Google. A secure site is more trustworthy and ranks higher in search results.

How to Check: Look at your website's URL. Does it start with "https://" or just "http://"? If it's the latter, you need to upgrade.

6. Duplicate Content

What It Is: This is content that appears in more than one place on your website or on the internet.

Why It Matters: Google hates copycats. Duplicate content can confuse search engines and lead to lower rankings.

How to Check: Tools like Siteliner can scan your website for duplicate content and show you where the culprits are hiding.

7. Meta Tags and Descriptions

What It Is: These are short snippets of text that describe what each page on your website is about.

Why It Matters: Well-crafted meta tags and descriptions can make your website more attractive in search results, increasing the likelihood that people will click on it.

How to Check: Again, Screaming Frog can help you identify missing or poorly written meta tags and descriptions.

8. Broken Links and Redirects

What It Is: Broken links lead to pages that don't exist. Redirects are when one page automatically takes you to another.

Why It Matters: Broken links are like dead ends in a maze, frustrating for users and a red flag for Google.

How to Check: Tools like Broken Link Checker can find these for you in a jiffy.

9. XML Sitemaps

What It Is: This is like a roadmap of your website that helps search engines find all your important pages.

Why It Matters: A good sitemap can make it easier for search engines to crawl your site, ensuring that all your important pages get indexed.

How to Check: You can create and check your sitemap through Google Search Console.

10. Structured Data and Schema Markup

What It Is: This is code that you put on your website to help search engines provide more informative results for users.

Why It Matters: Structured data can make your search results look more attractive, with things like star ratings and price ranges.

How to Check: Google's Structured Data Testing Tool can help you see if you've implemented this correctly.

And there you have it—a comprehensive, jargon-free checklist to guide your Technical SEO audit. Each of these elements is a piece of the puzzle, and when they all fit together, you're not just optimising your website; you're optimising its chances for success. So go on, start ticking off those boxes and watch your website transform from an invisible wallflower into the life and soul of the online party!

Case Study: The Phoenix Rising—Resurrecting a Website from SEO Hell

The Backstory

Lee,  was once the owner of a once thriving asbestos website.  Despite having a promising start, the website found itself plummeting down the abyss of Google rankings. It was as if the site had taken a one-way ticket to SEO hell, and there was no redemption in sight. Or was there?

The Diagnosis: An SEO Horror Show

Armed with our trusty Website Audit and Technical SEO Checklist, we decided to perform an autopsy—ahem, an audit—on the website. What we found was a digital horror show:

  1. Thin Content: Some pages had content so scanty, they made a desert look like an oasis.
  2. Duplicate Content: Other pages seemed to have a cloning problem, with content repeated as if stuck in a Groundhog Day loop.
  3. Broken Links and Images: Navigating the website felt like walking through a haunted house—unexpected dead ends and broken mirrors everywhere.
  4. Sitemap: As for the sitemap, let's just say it had died, been cremated, and had its ashes scattered in the wind.

The Revival Plan: Operation Phoenix

We knew we had a Herculean task ahead, but like any epic tale, this one needed a hero. And so began Operation Phoenix, our mission to resurrect Lee's website from the ashes of its SEO despair.

Phase 1: Content Rehab

Action: We beefed up the thin content, adding valuable information, relevant keywords, and engaging visuals.

Result: Not only did this make the pages more informative, but it also made them more appealing to search engines.

Phase 2: The Clone Wars

Action: We identified the duplicate content and either merged, redirected, or rewrote them to create unique, valuable pages.

Result: This eliminated the confusion for search engines and improved the site's credibility.

Phase 3: Fixing the Haunted House

Action: We used tools like Broken Link Checker to identify and fix all broken links and images.

Result: The user experience improved dramatically, reducing bounce rates and increasing time spent on the site.

Phase 4: Sitemap Resurrection

Action: We created a new, comprehensive XML sitemap and submitted it to Google Search Console.

Result: This made it easier for search engines to crawl and index the website, improving its visibility.

The Aftermath: A Phoenix Rises

After implementing these changes, we held our breath and waited. Slowly but surely, Lee's website began to climb out of its SEO abyss. Rankings improved, organic traffic increased, and most importantly, the website was back in the good graces of search engines. From start to page one glory took 6 months. The audit took 4 days, and putting it right took 6 weeks. The rest was waiting for Google to see the changes, and understand this content was the new normal.

The Moral of the Story

SEO hell is not a life sentence; it's a wake-up call. With the right tools, a clear plan, and a bit of digital elbow grease, any website can rise from the ashes. Lee and his asbestos website are living proof that when it comes to SEO, redemption is not just possible; it's just a checklist away.

So, if you find your website stuck in a similar quagmire, remember, all is not lost. Grab your Technical SEO checklist, roll up your sleeves, and get ready to bring your website back to life.

Frequently Asked Questions About Technical SEO

What is a Technical SEO Audit?

Think of it as a health check-up for your website. Just like you'd go to the doctor to make sure all is well, a Technical SEO Audit ensures your website is in tip-top shape for both search engines and human visitors.


Is Technical SEO More Important Than On-Page and Off-Page SEO?

Not more important, but equally crucial. Imagine a three-legged stool; if one leg is wobbly, the whole thing topples over. Technical SEO is one of those essential legs.

How Often Should I Conduct an Audit?

Ideally, you should be auditing your website twice a year. However, if you're making significant changes to your site or notice a sudden drop in traffic, it's time for an immediate check-up.

Do I Need Special Tools for the Audit?

Do I Need Special Tools for the Audit?

While you can perform a basic audit manually, specialised tools like Google Analytics, Google Search Console, and SEO software like Screaming Frog can make the process much more efficient and accurate.

Wrapping up Technical SEO

So there you have it, dear reader—our guide to conducting a Technical SEO Audit. We've journeyed through the importance of Technical SEO, the tools you'll need, a comprehensive audit checklist, and even resurrected a website from SEO hell. Remember, a well-optimised website is your ticket to online success. It improves visibility, enhances user experience, and gives you that much-needed edge in the digital landscape.

Now, you have two choices. You can either roll up your sleeves and embark on your own SEO adventure, armed with this guide and a sprinkle of audacity. Or, if you'd rather leave it to the pros while you sip on a cuppa, we're here to help. Book us for a website audit, and we'll make sure your website isn't just part of the online crowd, but the star of the show.

So, what are you waiting for? Whether you go solo or team up with us, it's time to give your website the love and attention it deserves. After all, in the world of websites, fortune favours the bold.

Sarah x


Sarah & Kevin Arrow

Sarah and Kevin Arrow have been in the thick of the online marketing world since 2006, and they're buzzing to share their know-how right here with you! If you're keen to get noticed, they're the experts you'll want to talk to. Why not schedule a call or send them a quick message? They're all ears and can't wait to hear from you!

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