How to Make a Technical SEO Audit that Bridges The Gap with Developers

By Gabrio Linari, Last Updated on 15 September 2024

In the realm of search engine optimization, the term “technical SEO audit” often comes surrounded by apprehension. Many, especially those who aren’t as versed in SEO, may wonder, “What is that?” and “Why should you ask for such an audit?” At its core, a technical audit delves deep into the behind-the-scenes of your website, ensuring that web developers have constructed the site in a way that search engines can easily understand and rank.

In competitive markets like London, having an SEO consultant can make a significant difference in visibility. It’s not just about rankings but about staying ahead in a highly competitive environment. Why is a SEO consultant in London important?

But not all tech SEO audit services are created equal. Technical SEO audits are much more than ticking boxes—they’re the key to improving collaboration with developers. These audits open the door for better communication, helping both sides align technical priorities with SEO goals. Why is a technical SEO audit important for speaking with developers?

There’s a growing misconception in the industry. Many (even SEO agencies that will remain nameless) believe that a simple Screaming Frog output, or an SEO checklist, transposed onto an Excel spreadsheet, constitutes a complete deliverable and will change the world. This is far from the truth. How to do it then? It’s about diving deep, understanding the intricacies, and ensuring every aspect aligns with best practices for optimal search engine performance and user experience.

In my role as a Director of SEO and Global SEO Consultant, I’ve come across countless instances where SEOs, when tasked with an SEO technical audit, merely scratch the surface. However, I firmly believe that to truly provide an effective technical SEO audit service, one must move beyond the surface. It’s about understanding not only what the issue is but also comprehending why it’s happening, the impact it has on SEO and business, and, crucially, how to fix it.

Today we’ll journey together on how to answer these questions: “What is the issue?”, “Why is it happening?”, “Impact for SEO/Business?” and “How to fix it”.

1. Moving Beyond Superficial Insights in a Technical SEO Audit: What is the Issue?

In the early stages of a technical SEO audit, it’s crucial to establish a clear picture of the current state of a website. This isn’t just about recognizing problems; it’s about understanding their breadth, depth, and the context in which they exist. Properly answering the question, “What is the issue?” involves meticulous data gathering and analysis.

a. Gathering Comprehensive Data:

• Crawling Tools: These tools are foundational for an SEO technical audit. While tools like Screaming Frog are essential for getting a snapshot of the website’s structure, it’s vital not to rely solely on automated outputs. The real value comes from the analysis of this data, understanding anomalies, and spotting patterns.
• Google Toolset: Tools like Google Search Console and Google Analytics provide invaluable insights from the perspective of the world’s leading search engine. They can highlight errors or warnings that might be impacting search visibility and user experience.
• Technical SEO Checklists: An encompassing checklist ensures that no stone is left unturned. From meta data to schema markup, from canonical tags to redirects, every aspect needs a review.
• External Tools: Engaging with various third-party tools can offer unique insights that might be overlooked by more conventional methods. These tools can provide data about backlinks, website speed, mobile-friendliness, and more.

b. Analyzing the Data:

• Recurrence: How frequently does an issue appear? Is it a one-off anomaly, or is it a persistent problem that could signify a larger underlying issue?
• Accessibility: Can search engine bots easily access all parts of your website? If not, what’s preventing them?
• Affected Pages: It’s not just about knowing there’s a problem but understanding its extent. Which pages are affected? Is it a site-wide issue or limited to specific sections?
• SEO Impact: How severely does this issue impact organic rankings and visibility? Is it a critical error that could lead to a penalty, or is it a minor oversight?
• Financial Ramifications (€ Impact): In the world of business, everything boils down to the bottom line. What potential revenue loss might result from these technical issues? Understanding this can help prioritize fixes.

2. Unraveling the Root Causes with a Technical SEO Audit: Why Is It Happening?

Every technical glitch, anomaly, or issue arises from a specific cause. In the context of an SEO technical audit, simply identifying issues without understanding their root causes is a recipe for superficial fixes that don’t address the heart of the problem. Addressing the ‘why’ is crucial for long-term website health and ensuring seamless collaborations with website developers.

a. CMS Setting Oversights:

• Misconfigured SEO plugins can generate duplicate content.
• Overlooked privacy settings might inadvertently block search engine crawlers.

b. Server Functionality:

• Slow server response times can hamper site speed, a crucial SEO factor.
• Improper server configurations can lead to frequent site downtimes, affecting both user experience and SEO.

c. Gaps in Communication:

• Perhaps SEO recommendations weren’t clearly communicated or understood.
• Maybe website developers prioritized other functionalities over SEO best practices, inadvertently introducing issues.

d. Deviation from Web Development Best Practices:

• Incorrectly implemented JavaScript that hinders crawlers.
• Over-reliance on heavy media files, slowing down page load times.

e. Additional Considerations:

• Recurrence: Is there a pattern to the issue? If it’s recurring, it might signal a systemic problem that needs a holistic solution.
• Page Type: Different pages have different purposes and structures. Is the issue prevalent on a specific page type like product pages, blogs, or landing pages? This can guide targeted fixes.
• File Dependencies: Sometimes, issues arise due to interlinked files. Perhaps a CSS file affecting layout isn’t loading correctly, or a script essential for functionality is broken. Understanding these dependencies can lead to more efficient solutions.

3. The Ripple Effect: Impact on SEO and Business Performance

In the world of digital business, even minor technical glitches can ripple outward, impacting user experience, search rankings, and ultimately, the bottom line. A comprehensive technical SEO audit doesn’t just spotlight these issues; it gauges their potential impact on both SEO and broader business performance.

a. Key Metrics of SEO:

• Organic traffic fluctuations can be tied to indexation problems.
• Declines in keyword rankings can be attributed to poor on-page optimization or technical setbacks.
• Increase in bounce rate might indicate site usability or speed issues.

b. Crawlability and Indexability:

• Issues like robots.txt misconfigurations or incorrect noindex tags can block vital content from search engines.
• Server errors can prevent search engine bots from accessing and crawling the site.
• Your robots.txt file plays a critical role in managing which pages get crawled by search engines. Ensuring it’s configured properly helps search engines index your site efficiently and improves overall crawlability. What is a robots.txt file?

c. Search Visibility:

• Technical issues like canonical misconfigurations or improper hreflang tags can dilute page authority and impact international visibility.
• Mobile-unfriendliness can lead to decreased visibility in mobile search results.

d. Usability and Conversion:

• Slow-loading pages can deter potential customers, impacting conversion rates.
• Broken links or improper redirects can hamper user navigation, leading to lost sales opportunities.

e. Speed, Traffic, and Revenue:

• Page speed is both an SEO and user experience factor. Slow pages can lead to lower rankings and frustrated users. What is the impact of site speed on SEO rankings?
• Declines in organic traffic due to technical issues can directly translate to lost revenue, especially for e-commerce platforms or sites that monetize via ads.

4. Bridging the Gap with a Technical SEO Audit: How To Fix It?

In the vast and intricate world of technical SEO, recognizing problems is only the beginning. Implementing solutions stands as the primary objective. Effective resolution demands sharp communication, developer-centric strategies, and direct, actionable steps.

a. Make It Happen, Today: Every moment counts in the digital sphere. Delays can lead to dwindling revenues, a tarnished brand reputation, and a slide in search visibility. Therefore, every solution must be both immediate and effective.

b. Tuned for Developers: When it comes to technical SEO fixes, website developers are at the frontline. Proper communication is key, and this means crafting detailed and clear recommendations, especially when using platforms like Jira. Here’s how to craft efficient Jira tickets:

• Title: Clearly describe the issue. For example: “Site’s product gallery images not optimized.”
• Description: Start with a user story. For instance, “As a user of the site, I expect images to load quickly.”
• Steps to Reproduce: Detail how the issue occurs.
• Expected vs. Actual Result: Describe what should happen vs. what is currently happening.
• Recommendations: Provide a step-by-step solution or clear directive. Example: “Optimize images in the product gallery using XYZ method.”
• Attachments: Provide screenshots or videos if available.
• Contextual Explanation: Explain the impact the issue has on SEO and user experience.

c. Actionable Recommendations: Provide bite-sized, easily digestible tasks, foresee hurdles, and pre-emptively offer solutions or alternatives.

In Conclusion….

Technical SEO Audits are more than just an inventory of errors; they are the first step toward enhancing a website’s visibility in the digital realm. Guiding these insights into actionable changes involves a synergy of communication and collaboration with website developers, where SEO expertise meets the realm of coding.

If you’re unsure when to conduct a technical SEO audit, key moments to consider include major site changes like migrations, rebrands, or launching a new product line. Audits help identify hidden technical issues before they impact your business. Why should you ask for a technical SEO audit?

If your company faces constraints on time or seeks a swift route to empowering your web developers with SEO know-how, I extend my hand to guide you. Ensure your website gains the competitive edge it deserves. Reach out now and re-ignite your SEO journey.