The Beginner’s Guide to a Technical SEO Audit

Written by: Jason Bayless | April 20, 2018

“Being able to conduct a technical SEO audit on your website can be an immense benefit to your brand. Knowing this skill-set allows you to find missed opportunities to leverage your current content more effectively. When you optimize existing assets, you get more value from that content and can drive traffic without having to spend time or money on additional content creation. A technical SEO audit is what drives results for your website and helps you uncover pages that need attention from an optimization standpoint.

Know which pages of your website are your most valuable

To start with, it’s important to know the most valuable pages of your website. These are generally the pages that attract the most traffic and have the biggest value to your users. By knowing which pages these are, you can apply your efforts and attention toward these assets specifically. These are pages that will have the biggest impact on your bottom line.

Use an automatic website optimizer

One of the best ways to do a technical SEO audit is to use an existing website optimizer that automatically checks your website and scans for issues. Sometimes, you can only enter in the homepage of your website and other technical SEO auditors allow you to enter specific pages. A tool like this will help you automatically analyze some of the SEO features discussed below. Website Auditor from SEO Powersuite is one of the best but also the most expensive. There are also free options that are less extensive such as the Turbo Website Reviewer, this is still a good start to a technical SEO audit.

Audit your titles, meta descriptions, and H1 tags

The most important features of any page are the meta details. This includes the title and meta description. Meta details are displayed to users in search engines. It is the title and description used for your listing. Just as it is important to have a keyword optimized meta title and description, it’s equally important to focus on your click-through rate and write for a human audience. Additionally, the H1 tag for the page is the most important heading. This is what search engines use primarily to gauge what the pages about and which keywords it has been optimized for.

Check your image alt tag attributes

Alt stands for alternative and it’s a tag that you can apply to your images to tell Google what that image represents. You can use something like the Image Alt Tester to check your website for image alt text usage. Google and other search engines have no way of comprehending an image’s meaning. All tags give meaning to images through text. You simply write a short description and apply the all tag attribute to the image.

Check your other page headings

As discussed previously, the H1 heading is the primary and most important heading to optimize for the page. However, every page on your website can have additional page headings. This can include multiple H2 tags, multiple H3 tags, and so on. Heading tags can go all the way up to H7. Using these tags continuously throughout your content leads to better optimizations. Once you know your target keywords for a phrase, you can integrate them into multiple headings.

Do longtail keyword research

Optimizing a website without knowing your target keywords is impossible. Keyword research is what drives a technical SEO audit. What you are auditing is the use and proper placement of your target keywords. This free longtail keyword research guide can help you find valuable keyword phrases that are worthy targets for your website. These are phrases that are lower in competition than your typical head or body keyword that they are also longer with lower search following. These are phrases that are ideal for blog posts and other content. You should strive to use these keywords consistently throughout your content. You can audit this by knowing the keyword density within your website’s pages.

Check for a sitemap and robots file

Your sitemap and robots file are very important to your SEO. The sitemap gives search engines a fool look at all of the pages of your website. It is used by their spiders and bots to crawl your website and find pages that have been changed recently. The robots file allows these robots to have access to your website by specifying which spiders and crawlers are allowed and which ones are blocked.

Conclusion

A technical SEO audit is extremely important to do on pages of your website that have long been forgotten. If you have existing content assets, you can audit these pages and improve their search engine optimization to get more traffic and better results for your business.”