Technical SEO analysis of a website
On larger sites, technical problems are common and when your technical SEO does not work perfectly, it means that you do not have as good conditions to compete on Google's search engine.
The infrastructure of a website is about the technology both the hardware and the software that drives your website and your online presence. If your website does not work as intended, for example that it is slow or has lots of errors, the entire site will be affected.
A technical analysis means that we examine the website for problems that search engines get when they spin the website. Many websites have technical issues such as redirects, redirects, url parameters, sitemaps, noindex, robot.txt files and canonical tags or editorial things that need to be fixed like there is too little text on a particular page or duplicate content. In Google's search console, you can see a subset of the errors that exist and that Google complains about.
What is included when a search engine optimizer does a technical SEO analysis?
A technical analysis can contain several different parts.
- Always start by checking the robots.txt file located at the root of the server. The Robots.txt file is the first file that Google visits on a website and there may be issues such as an entire site being blocked from being visible.
- Information structure (sitemaps, internal link structure, menus, 404s). Often you need to clean up a website and make sure that 404 pages are removed and redirected to working pages.
- Code optimization (html code and features)
- Error handling of technical errors (see below)
- IP address - the website may be on a web host that has several sites on the same IP address, which affects performance but also that it may be a site that has received spam alerts on the same IP.
- The website can be located in a place that is far from the target group
- The website may use its own caching mechanisms with the web provider (for example Varnish) which means that it is not possible to use https with external CDN services such as Cloudflare.
- Indexing - is the site indexed in Google and Bing in a good way?
- Availability - missing metadata, they are too long or short meta descriptions
- Information structure - is the site built based on the keywords we want to optimize against.
- Duplicate content - so that search engines can not determine which page you want to rank on. It could be that you cut and paste from other pages or that there are development servers that are online and that should have been hidden.
- Anchor text in links pointing to different pages.
- Strong pages on your own site where you have removed content and where it points to link power.
- Redirects - pages that point incorrectly. For example, it is very common after changing platforms that you have not taken care of the redirects correctly.
Other parts that are included in the technical seo are speed, mobile adaptation. You often work with tools such as Google Search Console and Bing Webmaster Tools in combination with an arsenal of different SEO tools.
Technical onsite SEO audit
Scanning through a website for errors is a first step when doing a technical SEO analysis and taking a few minutes. What takes time is to prioritize different parts of what is most important and to set up in project management systems.
It is also possible to scan a site for various types of general problems such as:
- International SEO
- Site performance
- Internal links
- Core Web Vitals
Quite often, errors are found in the working methods of the web editor when the information is created, which means opportunities to improve routines and processes.
Picture: examples of violations. Websites often have thousands of errors that need to be cleaned up and one goal may be to reduce the number of errors. A website that has a few years on its neck usually has a lot of errors in link building that have arisen when changes have been made.
In the example above:
Those marked with a red cross are major SEO problems.
<p>The <img> tag does not have an ALT attribute defined.</p> Images that lack alt descriptions - An alt description is a piece of HTML code which is a text description of an image to be displayed when the image itself is not displayed on the screen which gives your images better visibility on the organic ones. When the images are optimized, it matters if it is a word that has high competition. If there is, for example, a logo that lacks a description, the error will be on each page.
The description is missing. Meta description that Google includes in its searches is good to customize so you get a text that people click on. In WordPress, the Yost plugin can be misconfigured, but it is very often web editors who do not use meta descriptions, which is the first thing that Google shows when users search for a word.
If there is no meta description then Google takes it itself and adds it. Meta descriptions have no significance for the SEO but on the other hand for which CTR that you have on the organic search.
The page contains unnecessary redirects. 301s are also called permanent redirects and are a way to get visitors to go from one web page to another.
Unnecessary redirects - many sites have redirects (301s and 302s) from the first page, but there may also be pages that need fixing. 301 redirects is usually the most appropriate method to use to redirect visitors.
The page contains multiple
tags. H1 or is the largest heading level and there should only be one on each page.
Invalid markup - this is when the site is not coded to 100%.
The page contains multiple canonical formats. It should only be on one page and canonical is used to point out the page that you want visitors to come to. When a website has pages with identical content, or multiple URLs for the same page, you can use canonical URLs to show Google which page is the main source of the content.
The page contains broken hyperlinks. Broken hypertext links mean that the site does not maintain such good quality. If it's really bad, these are on the first page or in the menus. In WordPress, there are plugins like Broken Link Checker that help you find incorrect external pages.
The title is too long. The title is too long.
The URL for the hyperlink is broken. Of course, links that do not work need to be corrected. It could be that you wrote the wrong domain or that the site you pointed to was deleted or renamed.
Large parts with script code - can often be compressed and merged code.
<p>The <h1> tag is misssing.</h1></p> <h1>:a är rubriken och man bör ha en rubrik per sida enligt html specifikationen. Däremot har den ingen korrelation med din ranking men lägre rubriknivåer som <h4> kan ha det.</h4></h1>
There are too many references for this resource. You should not have too large menu systems and links in the footer if you have a small site. Google's official recommendation is a maximum of 100 links on a page, while Searchmetric's study of ranking factors in 2015 points to 150 links is a maximum.
The page contains invalid markup. There are online tools that you can use to verify that the HTML code is good and minimize the number of errors.
The page was excluded by a noindex attribute. On large sites, it is not uncommon to have noindex, which means that you tell Google not to visit the page.
The page contains a large number of cascading style sheet (CSS) definitions. One should try to minimize the number of stylesheets which is not always easy but there are techniques to merge them and minimize them.
The page contains too many hypelinks, It is often a mistake to have a large footer text with lots of links or large navigation menus.
The title is missing - big and gross error because the title describes what the page is about which means a lot to your ranking.
The redirection response results in another redirection. Redirects are never good. There are plugins for Chrome as a redirection path where you can see the problem more clearly if it is a redirection from the home page. I have seen projects where there have been several redirects from the first page with the result that Google could not read the page.
Link audits and to check external links
The importance of constantly cleaning and removing low-quality links
In addition to the technical seo analysis, we also audit the links that go to your website and to various landing pages. These can be low quality links that you do not control but that damage your site. If you have had your site hacked, it is not uncommon for there to be several external links that you need to remove with Google Disawow links. It could be that the website has been exposed to one man-in-the-middle-attack where the hacker tries to get link power to his own sites.
Tips on websites worth reading about technical SEO
Ok now it will be good nerd but these are some sites worth reading about technical seo analysis and search engine optimization.
- Management of URL parameters - is a part that is found in both Google's search console and Bing Webmaster Tool and means, for example, that you define tracking parameters.
- Common mistakes at the canonical tag
- Index bloat
- Check blocked pages
- Microdata and schedule Guide how to use rich snippets
- .htaccess file