How an SEO company conducts technical SEO

GETTING STARTED WITH YOUR TECHNICAL SEO AUDIT

So, you're wondering how an SEO company actually gets down to business when it comes to technical SEO? It all starts with a solid audit. Think of it like a doctor giving you a check-up, but for your website. We're looking under the hood to make sure everything is running smoothly and in a way that search engines like Google can easily understand and rank.

UNDERSTANDING THE IMPORTANCE OF TECHNICAL SEO

Why bother with technical SEO? Well, it's the foundation of your website's online presence. If search engines can't find, crawl, or understand your site properly, all the great content in the world might not get seen. Technical SEO is all about fixing the behind-the-scenes stuff so your website performs its best. It covers everything from how fast your pages load to whether search engines can even index them in the first place. Getting this right means more visibility, which usually leads to more visitors and, hopefully, more business.

WHAT A TECHNICAL SEO COMPANY LOOKS FOR FIRST

When we first look at a website, we're not just randomly poking around. We have a process. The very first things we check are:

• Crawlability and Indexability: Can search engines actually access and list your pages? This is a big one. If Google can't find your pages, they won't show up in search results.

• Site Speed: How quickly does your website load? Slow sites frustrate users and search engines alike.

• Mobile-Friendliness: Is your site easy to use on a phone or tablet? Most people browse on mobile these days.

• Security: Is your website secure (HTTPS)? This builds trust with users and is a ranking factor.

We use various tools to get a clear picture of these initial aspects. It's about identifying the low-hanging fruit and the major roadblocks right away.

SETTING UP YOUR AUDIT CHECKLIST

To make sure we don't miss anything, we always work from a checklist. This isn't just for us; it helps clients understand what we're doing and what they can expect. A good checklist keeps us organized and ensures we cover all the bases. It might look something like this:

Area Checked	Key Questions
Crawlability	Can search engines access all important pages?
Indexability	Are pages being indexed correctly?
Site Speed	How fast do pages load on desktop and mobile?
Mobile Usability	Is the site easy to use on smaller screens?
HTTPS	Is the site secure and using SSL?
URL Structure	Are URLs clean, descriptive, and logical?
Internal Linking	Is content linked logically within the site?
Duplicate Content	Are there identical pages confusing search engines?
Schema Markup	Is structured data implemented correctly?

This structured approach helps us systematically go through your website, identify problems, and plan the fixes. It’s the first step in making your website work better for both users and search engines, and it’s a great way to start selling online if you're using a platform like Shopify.

A technical SEO audit is like a diagnostic for your website. It helps us find out what's working well and what needs attention so we can create a plan to improve its performance in search results. Without this initial check, we'd just be guessing.

CRACKING THE CODE: SITE CRAWLING AND STRUCTURE

So, you've got your checklist ready and you're about to dive into the nitty-gritty of a website. The first big step is getting a clear picture of what's actually on the site. This is where site crawling comes in. Think of it like a digital detective going through every single page, link, and file to see what search engines can find.

HOW WE CRAWL YOUR WEBSITE FOR ISSUES

We use special tools, kind of like super-powered web browsers, to go through your site page by page. These crawlers map out your entire website, noting down details like page titles, how the content is organized with headings, and if there are any broken links. It's all about getting a complete inventory. This process helps us spot things that might be hiding in plain sight, like pages that are hard for search engines to find or content that isn't set up quite right. We're looking for anything that could trip up a search engine bot or, more importantly, a real person trying to find information.

EXAMINING YOUR SITE'S ARCHITECTURE

Once we have that crawl data, we look at the bigger picture: your site's structure. This is like looking at the blueprint of a building. Is it easy to get from one room to another? Or are you sending people down confusing hallways? A well-organized site architecture means that search engines can easily understand how your pages relate to each other. This helps them figure out what's most important on your site. We check things like how your pages are linked together internally. Good internal linking helps spread 'link juice' around your site and guides users to related content. It’s a key part of making your site easy to navigate for users.

MAKING SENSE OF YOUR URL STRUCTURE

Next up is your URL structure. These are the web addresses for your pages. Are they clear and descriptive, or are they a jumble of random letters and numbers? A good URL structure is simple, uses keywords where appropriate, and makes it obvious what a user will find on that page. For example, is much better than . We want URLs that are easy for both people and search engines to read and understand. This might seem small, but it adds up when search engines are trying to figure out what your content is all about.

ENSURING YOUR SITE IS SEARCH ENGINE FRIENDLY

So, your site is crawling okay and the structure looks decent. Now, let's talk about making sure search engines can actually understand and list your pages. This is where things get a bit technical, but it's super important for getting found online.

CHECKING FOR INDEXABILITY ERRORS

Think of indexability as whether a search engine can even put your page in its big book of websites. If a page isn't indexable, it doesn't matter how great your content is; it just won't show up in search results. We look for a few things here:

• Are there pages that shouldn't be indexed? Sometimes you have internal pages, like thank-you pages after a purchase, that you don't want showing up in Google. We check that these are correctly set up not to be indexed.

• Are there pages that should be indexed but aren't? This can happen if they're accidentally blocked by robots.txt or if there's a technical issue preventing the search engine from seeing them.

• Are there broken links or redirect chains? These can confuse search engines and make it hard for them to get to your content.

The goal is to make sure search engines can find and list all the pages you want them to find and list.

UNDERSTANDING ROBOTS.TXT AND SITEMAPS

These two are like the traffic signs and the map for search engine bots. Your file tells bots which parts of your site they can and cannot visit. It's a simple text file, but getting it wrong can block important pages. We check that it's:

• Accessible: Bots need to be able to read it.

• Correctly Configured: It allows crawling of important pages and disallows crawling of pages you don't want in search results (like admin areas or duplicate content).

Your sitemap, on the other hand, is like a roadmap. It's an XML file that lists all the important pages on your site, helping search engines discover them more easily. We check that your sitemap is:

• Up-to-date: It includes all your current, indexable pages.

• Valid: It follows the correct XML format.

• Submitted: It's submitted to search engines through tools like Google Search Console.

Getting these two right is like giving search engines clear instructions and a clear map. It stops them from getting lost or going where they shouldn't, and helps them find all the good stuff.

DEALING WITH CANONICAL TAGS

Ever notice how sometimes the same content can appear on your site with slightly different web addresses? Maybe one has a trailing slash, another doesn't, or there's a version with and one without. This is called duplicate content, and it can really mess with your SEO. Search engines don't like seeing the same thing multiple times; they don't know which version is the

BOOSTING PERFORMANCE: SPEED AND MOBILE EXPERIENCE

Okay, so your site is technically sound, but is it fast? And does it work well on a phone? These are huge questions these days. Google really cares about how quickly your pages load and how easy they are to use, especially on mobile devices. If your site is sluggish or a pain to use on a smartphone, people will just leave, and search engines notice that.

ANALYZING WEBSITE SPEED AND PERFORMANCE

We start by looking at how fast your website actually is. Think about it: nobody likes waiting for a page to load, right? We use tools like Google's PageSpeed Insights and Lighthouse. These give us a good look at what's slowing things down. It could be large images, messy code, or too many requests to the server. We're looking for things that make the page take too long to show up.

Here's a quick look at what we check:

• Page Load Time: How long does it take for everything to appear?

• Page Size: Bigger pages usually mean slower loading.

• Number of Requests: Each element on a page (like images, scripts) needs to be requested from the server. Too many can bog things down.

• Server Response Time: How quickly does your server even start sending data?

OPTIMIZING FOR CORE WEB VITALS

Google has these things called Core Web Vitals. They're basically a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability. Passing these is a big deal for your search rankings. We check if your site meets these standards, and if not, we figure out why. It often involves tweaking code, optimizing images, or improving how your server responds.

Getting your Core Web Vitals right means you're giving users a much better experience. It's not just about pleasing Google; it's about making your site genuinely good to use.

MAKING SURE YOUR SITE IS MOBILE-READY

With so many people browsing on their phones, having a site that works well on mobile isn't optional anymore. Google even uses a 'mobile-first' approach, meaning they primarily look at your mobile version for ranking. We use tools like Google's Mobile-Friendly Test to see how your site looks and functions on different devices. Common problems we see include:

• Tiny text: Hard to read without zooming.

• Buttons too close together: Difficult to tap accurately.

• Content wider than the screen: Users have to scroll sideways, which is annoying.

We work with you to fix these issues, making sure your site is easy to use and looks good on any screen size.

SECURE AND ACCESSIBLE: BUILDING TRUST

ASSESSING YOUR WEBSITE'S SECURITY

When we look at your website, one of the first things we check is how secure it is. It might not seem like a direct SEO factor, but it really is. Think about it: if a site feels unsafe, people won't stick around, and search engines notice that. We're talking about things like making sure your site uses HTTPS, which encrypts data between your site and visitors. It's a pretty standard thing these days, but you'd be surprised how many sites still aren't using it properly. We also look for any signs of malware or vulnerabilities that could put your users at risk. A secure site builds confidence, and that's good for everyone.

ENSURING ACCESSIBILITY FOR ALL USERS

Next up is making sure everyone can use your website, no matter their abilities. This is what we call accessibility. It’s not just about being nice; it’s about reaching the widest possible audience and also about following guidelines that search engines like. We check things like:

• Alt text for images: Does every image have a description so screen readers can explain it to visually impaired users?

• Keyboard navigation: Can someone navigate your entire site using just a keyboard, without needing a mouse?

• Color contrast: Is there enough difference between text and background colors so people with vision impairments can read it easily?

• Clear form labels: Are form fields clearly labeled so everyone knows what information to enter?

We want to make sure your site doesn't accidentally shut people out. It’s about making your content available to as many people as possible.

ADDRESSING INTERNATIONALIZATION NEEDS

If your business plans to reach customers in different countries, we need to think about internationalization. This means setting up your site so it can handle different languages and regions properly. We look at:

• Hreflang tags: These tell search engines which version of a page to show to users based on their location and language. Getting these right is super important to avoid showing the wrong language to the wrong person.

• URL structure for different regions: Should you use subdirectories (like example.com/de/) or ccTLDs (like example.de)? We help figure out what makes the most sense for your goals.

• Language and currency support: Does your site clearly indicate the language and currency for different regions?

Getting this right means people in other countries can find and use your site easily, which is a big win for global growth.

CONTENT AND STRUCTURE: THE FINAL TOUCHES

CONDUCTING A THOROUGH CONTENT AUDIT

So, you've got the technical bits sorted, but what about the actual words on the page? That's where a content audit comes in. We're not just looking for typos here; we're digging into whether your content is actually useful and relevant to people searching for what you offer. This means checking for things like thin content (pages with very little substance), outdated information that needs a refresh, and, importantly, duplicate content. Tools like SEMrush or Screaming Frog are super helpful for spotting these issues across your site. They can flag metadata problems, header tags, and text that might be causing confusion for search engines.

IDENTIFYING TECHNICAL DUPLICATE CONTENT

Duplicate content can really mess with your SEO. It's not just about copying and pasting text; it can happen in more technical ways. Think about product pages that might show up with slightly different URLs due to filters or sorting options, or maybe different versions of a page accessible via both HTTP and HTTPS. Search engines get confused about which version is the 'real' one, and this can dilute any ranking power. We look for these sneaky duplicates. Sometimes it's as simple as fixing a URL structure, other times it might involve using canonical tags correctly (more on that in a bit) to tell search engines which page is the preferred version. It's all about making sure search engines aren't wasting their crawl budget on pages that are essentially the same.

IMPLEMENTING SCHEMA MARKUP CORRECTLY

Schema markup is like giving search engines a cheat sheet for your content. It's structured data that helps them understand exactly what's on your page – is it a recipe, a product, an event, or a local business? Getting this right can lead to rich results in search, like star ratings or event dates showing up directly in the search results. We check that your schema is implemented correctly, using tools like Google's Rich Results Test or checking within crawlers. It's not just about adding it; it's about making sure it's accurate and helpful.

Here's a quick look at what we check:

• Correct Schema Types: Are you using the right schema for the content on the page?

• Valid Syntax: Is the code written correctly without errors?

• Completeness: Have you included all the relevant properties for that schema type?

• User Value: Does the schema provide extra useful information to users in search results?

Properly implemented schema markup acts as a bridge, connecting your content's meaning to search engines in a way that plain text sometimes can't. It's a technical detail that has a very real impact on how your site appears and performs in search.

We're putting the finishing touches on your article, making sure everything looks great and is easy to read. Think of it like adding the last cool stickers to a project or making sure all the pages in a book are in the right order. We want your content to be super clear and engaging for everyone who reads it. Ready to see how polished your message can be? Visit our website to learn more about making your content shine!

Frequently Asked Questions

What exactly is technical SEO?

Technical SEO is all about making sure a website's behind-the-scenes stuff is in good shape so search engines like Google can easily find, understand, and rank its pages. Think of it like making sure a library is organized so people can find the books they need quickly.

Why is a technical SEO audit so important?

An audit is like a check-up for your website. It helps find problems that might be stopping your site from showing up higher in search results. Fixing these issues can lead to more visitors and better performance online.

What's the first thing an SEO company checks?

Usually, they start by 'crawling' your website. This means using special tools to go through every page, just like a search engine would, to see if there are any errors or things that look confusing.

How does website speed affect SEO?

If your website takes too long to load, people get frustrated and leave. Search engines notice this and might rank your site lower because it's not a good experience for visitors. Making your site faster is a big part of technical SEO.

What is 'indexability' and why does it matter?

Indexability means whether a search engine can add your web pages to its big list of all the pages it knows about. If a page isn't indexed, it can't show up in search results. So, making sure your pages are indexable is super important.

What are Core Web Vitals?

Core Web Vitals are a set of specific factors that Google uses to measure the user experience of a webpage. They focus on loading speed, interactivity, and visual stability. Good scores here help your site rank better.