Technical SEO involves analyzing specific website factors that can negatively affect search engine rankings. Uncovering website issues is done through technical SEO audit services.
What Does a Technical SEO Consultant Do?
As a technical SEO Consultant, the top technical SEO Audit factors I examine include the following.
1) Indexation issues. This involves getting your high-value web pages indexed within Google and other search engines. However, due to technical SEO issues, many web pages can be omitted from search engine indexes.
Some standard best practices include using proper internal linking like breadcrumbs and interlinking pages, provide content in HTML format, check to see if your Robots.txt or if pages are using noindex meta tags to block the search engine from indexing individual pages and check for 404 errors within your Google Search Console.
2) Page speed issues. Page speeds are measured on a page-by-page basis and mainly affect site conversion rates. Quicker page load times help avoid site abandonment (higher bounce rates) and boost visitor engagement (time on site, pages viewed per visitor, and bounce rates).
3) CMS platform SEO problems. Different SEO issues will exist depending on your Content Management System (CMS) you are using. Some common issues include non-friendly URLs, pagination problems, duplicate meta titles and descriptions, and other site issues.
4) URL structures. Site architecture is a way to group and organize content on your site. It includes URLs, directories, file names, and navigation.
Site click depth refers to the number of ‘clicks’ your pages are away from the starting URL. This means target pages should be available from top-level navigation, footer, or accessible within three clicks or less.
5) URL redirects. A redirect is a way to send both users and search engines to a different URL from the one they initially requested.
Some standard technical SEO best practices include using 301 redirects when permanently redirecting pages and monthly testing redirects to make sure they are working correctly once they are set up.
6) Canonicalization issues. Duplicate content is one of the most prevalent SEO issues. This occurs when you have very similar or the same content on your site or across other domains. The safest way to fix duplicate content issues is to use Canonical Tags.
A canonical tag (rel canonical) tells the search engines that a specific URL represents the master copy of a page. It identifies which version of a URL you want to appear in search results. It is frequently used to avoid duplicate content problems.
Some common technical SEO best practices include self-referential canonicals, mark duplicate pages with a rel=”canonical” link element, and use absolute URLs.
7) Broken links and images. The most common error is the 404 error, which usually happens when traffic is directed to a page that no longer exists.
Best technical SEO practices include using custom 404 error pages to keep traffic on your site and check your Google Search Console for 40X errors each week.
8) CSS and Java Scripts. To help speed up the performance of your website, you should minify your CSS and Java Scripts. Minification removes all excessive characters from the code like white spaces and line breaks.
If using WordPress, you can use plugins like Autoptimize, WP Rocket, or W3 Total Cache.
9) Robots.txt file. Robots.txt is a text file residing in the root directory of your website that informs search engines as to which pages of your site they can crawl and add to their index.
Not all pages are uniformly critical in SEO value. This is where you can use robots.txt to limit access to specific parts of your website that are not critical for SEO.
10) Orphaned web pages. This occurs when existing pages on your site have no links pointing to them. This is common for Paid Search landing pages or other types of campaigns but is NOT a practice you want to use for search engine optimization.
It is best practice to noindex your PPC campaign pages and rerun an orphan page audit once per month to catch any new orphan pages.
How to Get Started?
The best way to get started is to have an open chat on what you want to achieve with your Digital Marketing / SEO program.
This involves a free 30-minute SEO Consultation with Corey Wenger.