What does a technical SEO audit involve?

Search engines are only able to include your website in search results if they are able to crawl, index and contextually understand the pages on your site.

An SEO audit therefore takes a deep dive into the technical health of your website as a whole as well as looking at individual key pages, analysing everything from the structure and navigation to speed and content.

As no two websites are the same, our experienced SEO professionals will conduct a comprehensive, bespoke audit of your site. The audit report we generate will provide you with the strategy and actionable recommendations you need to resolve any technical issues that may be found.

 
 
 

Crawlability & Indexation

To achieve organic search visibility, it’s important that search engine crawlers can discover, analyse and index your content. Important commercial pages may inadvertently be excluded from search results due to technical issues with your website.

Further will:
  • Check that search engines can reach and process every important page of the website.
  • Review any potential indexation issues.
  • Review on-site duplicate content issues, including recommendations for content consolidation and identifying duplicate content.
  • Review any XML sitemaps and make recommendations for effective implementation.
  • Review any crawl errors encountered when testing your website or that are flagged in Google Search Console.
  • Check the correct response codes are being served to users and search engines.

Website Architecture

A well-structured, logical and easy to navigate website not only helps users and drives stronger commercial performance, but allows search engines to easily index, understand and display your content in search results.

Further will:
  • Review and make recommendations for clear site structure and hierarchy, making recommendations from adjustments to navigation menus, internal linking and content theming as appropriate.
  • Analyse your website’s information architecture, ensuring that the website and content are structured in such a way that each page has a clear purpose.
  • Review internal linking to ensure that user journeys are not impacted by complex pathing, and that users and search engines do not encounter navigational “dead ends” or broken links.

Talk to our team today to start improving your website performance.

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On-page ranking factors and search presentation

A number of characteristics of individual pages can help search engines understand the purpose and relevance of the individual pages of your website.

Further will:
  • Review and make recommendations for the site-wide structure of title tags.
  • Provide guidance on creating engaging meta descriptions.
  • Review site-wide URL structure and URL parameters, making recommendations to ensure potential issues are avoided.
  • Review structured data (such as schema.org) for site exposure with enhanced search results and more engaging “rich cards” or “rich snippets”.
  • Check Google Search Console for any HTML issues.

Risk Factors

Google and other search engines penalise websites for engaging in “deceptive or manipulative” practices that are against their guidelines. There are a number of risk factors that should be analysed to mitigate any chance of a search ranking penalty being applied to your website and, although penalties are usually imposed for legitimate reasons, it can quite often be the case that a brand is not aware that any activity conducted by a third party or even potentially malicious competitor has occurred.

Further will:
  • Analyse the website for any large quantity of content that search engines might consider “automatically generated” and thus “low quality”.
  • Check the link profile of your website to identify any evidence of large-scale “bad links” – ones that Google might consider a “link scheme”, paid placements without a “nofollow” or spammy link building practices. If sufficient indicators are found to raise concerns, a separate link audit and “disavow” project may be recommended.
  • Any other risk factors that might need addressing, including anything that could be interpreted as sneaky redirects, cloaking, hidden text or doorway pages.
 
 

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