Marketing 4 min read

Definitive Guide on "How to" Technical Site Audit in SEO!


Akash Saikia


February 22, 2023

Home Personal Definitive Guide on "How to" Technical Site Audit in SEO!

Technical SEO refers to the process of optimizing a website for search engines so that they can easily crawl and index the website's content. In simpler terms, technical SEO involves ensuring that your website is designed and structured in a way that search engines can understand and rank it appropriately.

For example, if your website takes a long time to load or has broken links, search engines may have a harder time crawling and indexing your site, which can negatively impact your search rankings. On the other hand, if your website is properly optimized for technical SEO, search engines will be able to crawl and index your site more easily, which can improve your search rankings and bring more visitors to your site.

Below are some pointers and KPIs explained in detail, which mainly affect website rankings and can play an important role in SEO:

Backlink Audit: A backlink audit is a process of analysing the links pointing to a particular website or page to identify any potential issues or opportunities for improvement. In other words, it involves reviewing all the external links that are pointing to a website or page and evaluating their quality, relevance, and trustworthiness.

Penalty check / Website responsive check: In SEO, this refers to the process of checking whether a website has been penalized by search engines such as Google for violating their guidelines or terms of service. Search engine penalties can result in a significant drop in a website's rankings or even deindexing, which can have a negative impact on its traffic and visibility.

There are two types of penalties that a website can incur: manual and algorithmic. 

Competitor Analysis: The purpose of competitor analysis is to understand the strengths and weaknesses of your competitors and their SEO strategies, as well as to identify opportunities to differentiate your website and gain a competitive advantage.

During a competitor analysis, an SEO specialist may analyze various factors, such as:

  • Keyword research
  • Backlink analysis
  • On-page optimization, etc

Content duplicity check: Also known as plagiarism check, is the process of verifying whether the content on a website or webpage is original or has been copied or duplicated from another source.

Duplicate content is a serious issue in SEO, as it can negatively impact a website's search engine rankings and even lead to penalties from search engines such as Google. Search engines aim to provide the best user experience by delivering relevant and unique content to their users. When they find duplicate content, they may penalize the website or page, as they see it as an attempt to manipulate their search results.

Keyword Research and URL Mapping: Keyword research is the process of identifying and analyzing the keywords and phrases that users search for in search engines, to optimize a website's content to rank for those keywords.

URL mapping, on the other hand, is the process of assigning specific URLs to specific pages on a website based on the keywords that those pages are optimized for. 

Title tag and Meta tag: Title tags and Meta tags are two types of HTML tags that provide information about a webpage's content to search engines and other web services.

The title tag appears in the browser's title bar and is also used by search engines as the clickable headline for a search result.

The Meta description tag provides a summary of the page's content and appears beneath the title tag in search engine results.

Content optimization: This involves analyzing and improving various elements of the content, including:

  • Keyword targeting
  • Content structure
  • Content length
  • Quality of writing
  • Use of visuals
  • Mobile Optimization

Canonical optimization: Canonical optimization refers to the process of selecting the preferred version of a webpage when there are multiple versions of the same page with different URLs. This can occur when a webpage can be accessed through multiple URLs, such as with www and non-www versions or with HTTP and HTTPS versions. In such cases, search engines may view the different versions as duplicate content, which can negatively affect the website's search engine rankings.

Robots.txt: Robots.txt is a file that tells search engine crawlers which pages or sections of a website should be excluded from crawling or indexing. This is important for controlling the visibility of certain pages, such as private or sensitive content, as well as for preventing the crawling of low-value or duplicate content.

Sitemap: A sitemap is a file that lists all the pages on a website, and is used to help search engine crawlers navigate and index the site more efficiently. By providing a clear and comprehensive list of all the pages on the site, a sitemap helps to ensure that all pages are indexed and included in search results.

Site architecture: It refers to the way a website is organized and structured, including its hierarchy of pages, menus, and navigation. A well-designed site architecture is essential for both user experience and search engine optimization.

Keep it simple:

  • Use descriptive and hierarchical URL
  • Create a clear hierarchy of pages
  • Use breadcrumb navigation
  • Implement internal linking
  • Optimize for mobile

Heading Tags Optimization: These are an important part of on-page optimization for SEO. They provide structure and hierarchy to your content and can help search engines understand the main topics and sections of your pages. 

Here are some tips for heading tag optimization:

  • Use Keywords in heading tags
  • Do not use more than 3-4 heading tags
  • Use only one H1 tag on a webpage
  • Use tag as H1, H2, H3

HTML code optimization: For improving website performance, user experience, and SEO. 

Here are some tips for optimizing HTML code:

Minimize code: Minimize the amount of code on your website by removing unnecessary elements, such as extra spaces, line breaks, and comments. This can improve page load times and reduce the amount of data that needs to be downloaded by users.

Use semantic HTML: Use semantic HTML tags to give meaning to your content and make it more accessible to users and search engines. For example, use <header> for the header of the page, <nav> for navigation menus, and <main> for the main content of the page.

Use CSS and JavaScript externally: Keep CSS and JavaScript code in external files rather than embedding it in the HTML code. This can improve website performance and make it easier to maintain and update your code.

Optimize images: Optimize images by compressing them to reduce file size without sacrificing quality. Use appropriate image formats (such as JPEG for photos and PNG for graphics) and use alt tags to provide descriptions for users and search engines.

Use responsive design: Use responsive design to ensure that your website is optimized for all screen sizes, from desktops to mobile devices. This can improve user experience and reduce bounce rates.

Validate code: Validate your HTML code using tools such as the W3C Markup Validation Service to ensure that it meets industry standards and is free of errors.

Website permalink optimization: It refers to the process of optimizing the URLs or permalinks of your website's pages and posts.

  • Keep them short and simple
  • Use keywords
  • Use hyphens

Hyperlink optimization:  It refers to the process of optimizing the links within your website's pages and posts. Here are some tips for optimizing your website's hyperlinks:

  • Use descriptive anchor text
  • Link to relevant pages
  • Use internal and external links:
  • Use follow and no-follow links

Internal link optimization: The process of optimizing the links within your website to improve user experience and SEO performance. Here are some tips for optimizing your website's internal links:

Use descriptive anchor text:

  • Link to relevant pages
  • Use a clear site hierarchy
  • Use breadcrumbs:
  • Use the right number of internal links:
  • Use keyword-rich anchor text:
  • Use internal links in your navigation

Schema markup Analysis: It involves examining the schema markup on a website to ensure that it is properly implemented and structured. The goal of schema markup analysis is to ensure that search engines can easily understand the content on a website and display it in search results in the most effective way possible.

Page speed analysis: It involves examining the performance of a website's pages in terms of their loading speed and overall user experience. The goal of page speed analysis is to identify areas of a website that may be causing slow loading times and to implement changes to improve the website's speed and overall performance.

Here are some elements of page speed analysis:

  • Page load time
  • Page size
  • Caching
  • Compression
  • Mobile Optimization

At RHAD, we offer personalized SEO services that analyze your site's performance and provide actionable recommendations to improve your search engine rankings. By optimizing your website, you can increase targeted traffic and drive more business opportunities. Contact us at to learn more.

Akash Saikia

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