Technical SEO Audit: Improve the Health Score of Your Website

Technical SEO Audit: How To Improve the Health Score of Your Website

Before launching the website, it’s crucial to meticulously go through a comprehensive technical SEO checklist to ensure optimal performance and search engine visibility. By optimising the technical aspects of a site, such as its structure, code, and server configuration, businesses can enhance their online presence and attract more organic traffic. This blog post will delve into the world of technical SEO, exploring how it helps search engines crawl, index, and understand websites more effectively.

A technical SEO audit is an essential first step in identifying areas for improvement. It involves analysing factors like website speed, mobile-friendliness, URL structure, and XML sitemaps to ensure optimal performance. By addressing these technical issues, businesses can enhance user experience and increase their chances of ranking higher in search engine results pages (SERPs).

As a premier online marketing company in Sydney, we can assist you with implementing technical SEO strategies for your website. In the following sections, we will explore various aspects of technical SEO and provide practical tips for conducting an effective audit.

The Power of Technical SEO

Technical SEO plays a crucial role in improving website performance, enhancing user experience, and boosting search engine rankings. By optimising the technical aspects of your website, you can ensure that search engines can easily access and understand your content, ultimately driving more organic traffic and increasing conversions.

Improved Website Performance

Implementing technical SEO best practices can significantly enhance the performance of your website. When search engines crawl your site, they need to be able to navigate it efficiently to index its pages. By optimising page load times, minimising server response time, and reducing unnecessary code or plugins, you can create a faster and smoother browsing experience for users.

Enhanced User Experience

Technical SEO not only benefits search engines but also improves the overall user experience on your website. When visitors have a positive experience navigating through your site, they are more likely to stay longer, engage with your content, and convert into customers or subscribers. Optimising for mobile responsiveness ensures that your site is accessible on various devices, while clear navigation structures make it easier for users to find what they’re looking for.

Higher Search Engine Rankings

One of the primary goals of technical SEO is to help search engine crawlers effectively understand and index your content. By using tools like Yoast SEO or SEMrush’s webmaster tools, you can identify any crawl errors or issues that may hinder search engine visibility. Correcting these issues allows search engine crawlers to better interpret the relevance and quality of your content, leading to improved rankings in search engine results pages (SERPs). For example, businesses in Sydney can greatly benefit from an SEO audit in order to identify specific areas for improvement and enhance their online presence in the local market.

Key Technical Aspects

Several key technical aspects contribute to effective SEO implementation:

  • Robots Meta Tag: This tag provides instructions to search engine crawlers on how they should handle specific pages or sections of your site.
  • Canonical Tags: These tags help prevent duplicate content issues by specifying the preferred version of a webpage.
  • Geographical Targeting: If you have a local business, implementing geographical targeting ensures that your website appears in search results for relevant locations. For businesses operating in Australia, conducting a thorough SEO website audit is imperative to align their online presence with the unique demands of the Australian market.
  • Structured Data Markup: Adding structured data markup to your site helps search engines understand the context and relevance of your content, potentially leading to rich snippets in SERPs.

Technical SEO requires ongoing monitoring and optimisation to ensure consistent performance. Regularly auditing your website for any technical issues or errors enables you to address them promptly and maintain optimal visibility in search engine rankings.

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Importance of Technical SEO in Ecommerce

Technical SEO plays a crucial role in the success of ecommerce websites. It involves optimising the technical aspects of a website to improve its visibility and performance on search engines. Utilising technical SEO services can be instrumental in optimising website elements such as meta tags, site speed, and mobile responsiveness, contributing to improved search engine rankings. In the highly competitive world of online retail, having robust technical SEO practices can make a significant difference in driving targeted traffic to product pages and increasing sales.

One essential aspect of technical SEO is optimising site speed. Slow-loading websites not only frustrate users but also have a negative impact on search engine rankings. When customers visit an ecommerce site, they expect it to load quickly so they can find what they’re looking for without delay. By improving site speed, you provide a better user experience and increase the likelihood of visitors staying on your site longer, exploring your products, and making purchases.

Mobile-friendliness is another critical factor in technical SEO for ecommerce sites. With the rise of mobile usage, it’s essential that your website is responsive and adapts seamlessly to different screen sizes. Mobile optimisation not only enhances user experience but also helps improve search engine rankings. Search engines prioritise mobile-friendly websites when displaying search results to mobile users, giving them an advantage over their competitors who haven’t optimised for mobile.

Implementing structured data markup is another way to boost your ecommerce website’s visibility in search results. Structured data provides additional information about your products or content to search engines through schema markup code. This allows search engines to display rich snippets in search results, providing users with more detailed information about your products directly on the search page itself. Rich snippets can include product ratings, prices, availability, and other relevant details that attract potential customers and increase click-through rates.

In addition to these specific techniques, proper technical SEO practices involve regular monitoring and maintenance of your website’s health. This includes checking for broken links, optimising URL structures, ensuring proper indexing by search engines, and implementing redirects when necessary.

By paying attention to technical SEO in ecommerce, you can improve your website’s visibility, attract targeted traffic, and ultimately increase sales. It’s important to stay up-to-date with the latest best practices in technical SEO and regularly audit your website to identify areas for improvement. A reputable technical SEO agency can offer specialised skills and resources to address complex technical aspects, ensuring a website is well-optimised for search engines.

Implementing Structured Data for SEO

Structured data plays a crucial role in optimising your website for search engines. By providing additional context to search engines about your content, structured data helps improve the visibility and click-through rates of your website in search engine results pages (SERPs). One way it achieves this is by enabling rich snippets, which display additional information such as star ratings, reviews, and pricing details directly in the search results. To leverage the power of structured data and enhance your SEO efforts, consider implementing schema markup and XML sitemaps.

Schema Markup: Enhancing Visibility with Rich Snippets

Schema markup is a form of structured data that you can add to your website’s HTML code. It provides explicit instructions to search engines about the type of content on your page, making it easier for them to understand and interpret. This added clarity enables search engines to generate rich snippets that enhance the appearance of your website in SERPs. For example, if you have an e-commerce site selling products, schema markup can help showcase star ratings, customer reviews, and pricing information directly in the search results.

Benefits of Using Schema Markup:

  • Improved Click-Through Rates: Rich snippets attract attention and increase the likelihood of users clicking through to your website.
  • Enhanced User Experience: By displaying relevant information upfront, schema markup improves user experience by providing quick insights into what your page offers.
  • Increased Visibility: Rich snippets make your website stand out among competitors in SERPs, increasing its visibility.

XML Sitemaps: Assisting Search Engine Crawlers

XML sitemaps are files that provide a roadmap for search engine crawlers to navigate through your website’s pages effectively. They list all the URLs on your site along with additional metadata like when each page was last updated or how important it is relative to other pages on your site. Submitting an XML sitemap to search engines ensures that they discover and index all your web pages, improving their visibility in search results.

Benefits of Using XML Sitemaps:

  • Improved Indexing: XML sitemaps help search engines find and index all the pages on your website.
  • Faster Crawling: By providing a clear structure of your site, XML sitemaps make it easier for search engine crawlers to navigate through your content efficiently.
  • Enhanced SEO Performance: When search engines can easily access and index your web pages, it positively impacts your overall SEO performance.

Incorporating structured data through schema markup and utilising XML sitemaps are essential steps in optimising your website’s technical SEO.

Strategies for Internal and External Linking

Internal linking and external linking are crucial strategies for optimising your website’s technical SEO. Let’s explore how these techniques can boost your search engine rankings and enhance user experience.

Internal Linking: Distributing Link Authority

Internal linking involves connecting different pages within your website through hyperlinks. This strategy helps distribute link authority throughout your site, allowing search engines to understand the hierarchy and relevance of your content. By strategically placing internal links, you can guide both users and search engines to important pages on your website.

Benefits of Internal Linking:

  • Improved Crawling: Internal links make it easier for search engine bots to discover and index new pages on your website.
  • Enhanced User Experience: By providing relevant internal links, you can help users navigate through your site more easily, improving their overall experience.
  • Keyword Optimisation: Proper anchor text optimisation in internal links allows you to use targeted keywords, signalling the relevance of linked pages to search engines.

However, it’s important to be mindful of potential pitfalls when implementing internal linking strategies:

Considerations for Internal Linking:

  • Dead Links: Regularly check for broken or dead links within your site and fix them promptly. Dead links can negatively impact user experience and crawlability.
  • Redirect Chains: Avoid excessive redirect chains as they can slow down page load times and affect SEO performance.
  • Duplicate Content Issues: Be cautious about duplicate content issues that may arise from excessive internal linking. Ensure that each page has unique content.

External Linking: Adding Credibility

External linking refers to including hyperlinks in your content that direct users to authoritative websites outside of your domain. When done correctly, external linking adds credibility to your own content by referencing reliable sources.

Benefits of External Linking:

  • Credibility Boost: By linking out to reputable sources, you demonstrate that you’ve conducted thorough research and provide additional value to your readers.
  • SEO Signals: External links to authoritative websites can improve your own website’s search engine rankings, signalling to search engines that your content is trustworthy and relevant.

Here are a few tips for effective external linking:

Tips for External Linking:

  • Choose Reliable Sources: Select reputable websites with high domain authority and expertise in the topic you’re referencing.
  • Anchor Text Optimisation: Use descriptive anchor text when linking externally. This helps both users and search engines understand the context of the linked content.

Speed Optimisation: File Condensing and Log Files

To improve the speed of your website, there are two important aspects to consider: file condensing and analysing log files. These strategies can greatly enhance the loading time of your pages and provide insights into how search engines crawl your site.

Compressing Files for Faster Page Load Times

One effective way to optimise your website’s speed is by compressing files. When you compress files, you reduce their size, which in turn leads to faster page load times. This is because smaller files can be transmitted more quickly over the internet.

Compressing files involves removing unnecessary data and reducing redundancy. By doing so, you can significantly decrease the file size without compromising its functionality or quality. This process is particularly beneficial for large files such as images, videos, and scripts.

Benefits of File Compression:

  • Faster page load times: Smaller file sizes mean quicker loading speeds for your webpages.
  • Improved user experience: Visitors are more likely to stay on a site that loads quickly, leading to higher engagement and lower bounce rates.
  • Better search engine rankings: Google considers page speed as a ranking factor, so optimising your website’s performance can positively impact its visibility in search results.

Analysing Log Files for Insights

Another aspect of technical SEO is analysing log files. Log files provide valuable information about how search engines crawl your website. By studying these logs, you gain insights into which pages are being indexed, how often they’re crawled, and any errors encountered during the crawling process.

Analysing log files allows you to identify potential issues that may hinder search engine bots from properly accessing and indexing your webpages. It also helps you understand how users interact with your site through organic search results.

Benefits of Analysing Log Files:

  • Identifying crawl issues: Log analysis helps you uncover any crawl errors or accessibility problems that might affect the visibility of your web pages in search results.
  • Optimising crawl budget: By understanding how search engines crawl your site, you can optimise the allocation of your crawl budget to ensure that important pages are prioritised.
  • Discovering new content opportunities: Log files can reveal which pages receive the most organic traffic and help you identify potential topics or keywords to target for future content creation.

In addition to file condensing and log file analysis, optimising server response time is another crucial factor in improving overall page speed. Ensuring that your server responds quickly to requests from users and search engine bots contributes to a smoother browsing experience.

By implementing these technical SEO strategies, you can enhance the speed and performance of your website, leading to improved user experience and better search engine rankings.

Searching Engine Optimizing SEO Browsing Concept

Load Time and Page Size Optimisation

To improve the overall performance of your website, it’s crucial to optimise load time and reduce page size. By implementing a few strategies, you can ensure that your web pages load quickly and efficiently for an enhanced user experience.

Reducing page size by compressing images and minifying CSS/JS files improves load times

One effective way to optimise load time is by reducing the size of your web pages. Large file sizes can significantly slow down the loading process, causing frustration for users. Compressing images is a simple yet powerful technique to reduce page size. By using image compression tools or plugins, you can maintain image quality while decreasing their file sizes.

Another important aspect of optimising page size is minifying CSS and JavaScript files. This involves removing unnecessary characters such as white spaces, line breaks, and comments from these files. Minification reduces file sizes without affecting their functionality, resulting in faster loading times.

Caching static resources allows browsers to store them locally for faster subsequent visits

Caching plays a vital role in improving website speed by storing static resources like images, CSS files, and JavaScript files locally on the user’s device. When a user visits your site for the first time, these resources are downloaded and stored in their browser cache. On subsequent visits to your website or other pages within it, the cached resources are loaded from the local storage instead of being fetched from the server again.

Implementing caching techniques like setting appropriate cache headers or leveraging browser caching can significantly enhance page load times. By instructing browsers to cache static resources for longer periods or even indefinitely (if they rarely change), you can reduce server requests and improve overall performance.

Content Delivery Networks (CDNs) help deliver website content from servers closest to the user, reducing latency

A Content Delivery Network (CDN) is a network of geographically distributed servers that work together to deliver website content efficiently. CDNs store cached versions of your website’s static resources in multiple locations worldwide. When a user requests a page, the CDN delivers the content from the server closest to their location, reducing latency and improving load times.

CDNs offer several benefits for website optimisation. Firstly, they reduce the distance between users and servers, minimising network congestion and latency. Secondly, CDNs distribute traffic across multiple servers, preventing overload on a single server and ensuring faster response times. Finally, CDNs can handle sudden bursts of traffic effectively by scaling resources as needed.

Enhancing Navigation with Breadcrumb Menus

Breadcrumb menus are a valuable tool in technical SEO that can greatly enhance website navigation for both users and search engines. These menus provide clear paths for visitors to follow, making it easier for them to find relevant content. Breadcrumbs improve the overall structure of a website, leading to better crawlability and indexability by search engines.

Clear Navigation Paths

One of the key benefits of breadcrumb menus is their ability to provide clear navigation paths for users. By displaying a hierarchical trail of links, visitors can easily understand where they are within a website’s structure and navigate back to previous pages if needed. This helps reduce confusion and frustration, improving the overall user experience.

Improved Website Structure

Breadcrumb menus also contribute to an improved website structure. They help establish logical relationships between different pages and sections, making it easier for search engine crawlers to understand the hierarchy and organisation of content. This can lead to better indexing and ranking in search engine results pages (SERPs).

Enhanced Internal Linking

Internal linking plays a vital role in SEO, as it helps search engines discover and navigate through your website’s content. Breadcrumb menus act as an additional layer of internal linking by providing contextual links within each page. This not only improves the flow of link juice throughout your site but also enhances keyword relevance by reinforcing the topical relationship between related pages.

Implementing Breadcrumb Menus

To implement breadcrumb menus effectively, you can utilise structured data markup such as’s BreadcrumbList markup. This markup allows search engines to understand the hierarchy of your site’s pages and display rich snippets in SERPs.

There are various tools available that can assist you in generating breadcrumb markup code automatically based on your site’s structure or CMS platform. These tools make it easy for even non-technical users to implement breadcrumbs without hassle.

Benefits for SEO

In addition to improving navigation and site structure, breadcrumb menus offer several SEO benefits:

  • Improved crawlability: Breadcrumbs provide clear paths for search engine crawlers to follow, ensuring that all pages are discovered and indexed efficiently.
  • Keyword relevance: By including relevant keywords in the breadcrumb links, you can reinforce the topical relevance of your content and improve keyword targeting.
  • User signals: Breadcrumb menus enhance user experience by providing easy navigation options. This positive user experience can lead to increased time on site, lower bounce rates, and improved engagement metrics – all of which are positive user signals that search engines take into consideration when ranking websites.

HTTPS Implementation and Core Web Vitals

Implementing HTTPS is crucial for ensuring secure communication between the user’s browser and your website. With cyber threats on the rise, users are becoming more concerned about their online safety. By obtaining an SSL certificate and implementing HTTPS, you provide a layer of encryption that safeguards sensitive information exchanged between the user and your website.

Core Web Vitals

Core Web Vitals are a set of performance metrics that Google considers essential for delivering a positive user experience. These metrics include page load speed, interactivity, and visual stability. Optimising these factors can have a significant impact on your website’s SEO rankings.

Page Load Speed

Page load speed refers to how quickly your web pages load when accessed by users. A slow-loading website can lead to frustration and high bounce rates as users tend to lose interest if they have to wait too long for content to appear. It is essential to optimise your website’s code, reduce file sizes, leverage caching mechanisms, and choose a reliable hosting provider to ensure fast page load speeds.


Interactivity measures how responsive your website is when users interact with it. This includes actions such as clicking buttons, filling out forms, or navigating through menus for the client. Users expect websites to respond promptly to their inputs without any noticeable delays. To improve interactivity, minimise unnecessary JavaScript execution, optimise event handlers, and utilise browser caching effectively.

Visual Stability

Visual stability refers to how stable the elements on your web pages are during loading or interaction events. Have you ever experienced reading an article when suddenly an image or an ad loads above the content you were reading? Such unexpected shifts in layout can be frustrating for users. To enhance visual stability, specify dimensions for images and other media elements beforehand so that the page layout remains consistent during loading.

Optimising core web vitals not only improves user experience but also positively impacts SEO rankings. Websites that provide fast-loading pages, responsive interactions, and stable visual elements are more likely to rank higher in search engine results.

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Google’s Mobile-Friendly Test and SEO-Friendly Site Architecture

To ensure that your website is optimised for mobile devices, it’s crucial to pass Google’s Mobile-Friendly Test. As a local SEO expert in Sydney, I can help you navigate this process and make sure your site meets all the necessary requirements. This test evaluates whether your site is responsive and user-friendly on mobile platforms.

Responsive Design, Fast Loading Times, and Easy Navigation

One of the key factors in achieving mobile-friendliness is having a responsive design. This means that your website adapts seamlessly to different screen sizes and orientations, providing an optimal viewing experience for users. A responsive design ensures that all elements on your web pages are displayed correctly, without any distortion or overlap.

Fast loading times are another essential aspect of mobile-friendliness. Mobile users expect quick access to information without delays or frustrating loading times. To improve loading speed, optimise images, minimise HTTP requests, and leverage browser caching.

Easy navigation is vital for mobile users who want to find information quickly and effortlessly on a good website. Implement clear menus with logical categories and subcategories to help users navigate through your site easily. Avoid complex dropdown menus or excessive scrolling that can make it challenging for users to find what they’re looking for.

SEO-Friendly Site Architecture

In addition to mobile-friendliness, optimising your site architecture for search engines is crucial for better visibility in search results. Here are some key aspects of SEO-friendly site architecture:

  1. Logical URL Structure: Ensure that your URLs are descriptive and organised logically. Use relevant keywords in the URL structure to provide both search engine crawlers and users with a clear understanding of the page content.
  2. XML Sitemaps: XML sitemaps help search engine robots discover and index all the pages on your website efficiently. By submitting an XML sitemap through Google Search Console or other webmaster tools, you can ensure that all your important pages get crawled by search engines.
  3. Proper Use of Header Tags: Header tags (H1-H6) play a vital role in structuring your content and signalling its importance to search engines. Use header tags to highlight headings and subheadings, making it easier for search engine crawlers to understand the hierarchy of your content.
  4. Canonical URLs: Canonical URLs are essential for avoiding duplicate content issues that can negatively impact your SEO efforts. Implement proper canonicalisation by specifying the preferred version of a page when multiple versions exist (e.g., www vs. non-www or HTTP vs. HTTPS).
  5. Hreflang Implementation: If you have a multilingual or multinational website, implementing hreflang tags is crucial. Hreflang tags help search engines understand which language or country-specific version of a page should be shown in specific search results.

Best Practices for Mobile Friendliness and Optimisation

To ensure a seamless user experience on smartphones, it is crucial to prioritise mobile-first design. This means creating websites that are specifically tailored for mobile devices, considering their smaller screens and touch-based navigation. By following best practices for mobile usability, you can optimise your website for mobile devices and improve its overall performance.

Prioritise Mobile-First Design

When designing a website, it’s important to keep in mind that more users access the internet through their smartphones than ever before. To provide an optimal user experience, prioritise mobile-first design by:

  • Using responsive web design: This approach allows your website to adapt to different screen sizes and resolutions automatically.
  • Simplifying navigation: Make sure menus and buttons are easily clickable on small screens without requiring sooming or excessive scrolling.
  • Ensuring fast loading times: Optimise your website’s code, reduce server response time, and minimise the use of large images or unnecessary scripts.

Optimise Images for Mobile Devices

Images play a significant role in enhancing the visual appeal of your website. However, they can also impact page load speed if not optimised correctly for mobile devices. Consider the following options when optimising images:

  • Use appropriate image sizes: Resize images to fit different screen resolutions and avoid using larger images than necessary.
  • Compress images: Reduce file size without compromising image quality by using compression techniques or tools.
  • Choose suitable image formats: JPEG is ideal for photographs, while PNG works well for graphics with transparency.

Implement Accelerated Mobile Pages (AMP)

Accelerated Mobile Pages (AMP) is an open-source initiative that aims to improve page load speed on mobile devices. By implementing AMP on your website, you can deliver content quickly and enhance the user experience. Here are some benefits of using AMP:

  • Faster page load times: AMP optimises HTML code and eliminates unnecessary elements, resulting in faster loading pages.
  • Improved search engine visibility: Google prioritises AMP pages in mobile search results, potentially boosting your website’s visibility.
  • Enhanced user engagement: With faster loading times, users are more likely to stay on your site and interact with its content.

By incorporating these best practices for mobile friendliness and optimisation into your website, you can improve the overall user experience on smartphones. Remember that mobile usability is one of the key ranking factors considered by search engines, so investing time and effort into optimising your site for mobile devices is essential.

Benefits of Outsourcing Technical SEO

Engaging a professional technical SEO audit service is essential for identifying and rectifying underlying issues that may be hindering a website’s performance in search engine rankings. It also presents several advantages. Firstly, it allows companies to focus on their core competencies and leave the technical aspects of SEO to experts. This means that business owners and employees can dedicate their time and energy to running the day-to-day operations of their company, while the SEO professionals handle the technical optimisation of their website. Additionally, outsourcing technical SEO can save businesses valuable time and resources. A technical SEO consultant brings expertise to the table, helping businesses develop and implement strategies that improve website structure, speed, and overall search engine friendliness. By outsourcing this task, businesses can avoid the learning curve associated with technical SEO and instead rely on the expertise of professionals. Lastly, outsourcing technical SEO can provide businesses with access to the latest tools and technologies. SEO professionals stay up-to-date with industry trends and advancements, allowing them to implement the most effective strategies for improving search engine rankings.

Conclusion: The Importance of Technical SEO

In conclusion, the significance of technical SEO cannot be overstated for any website striving to achieve optimal performance and visibility in search engine rankings. Through the sections completed before this conclusion, we have explored various aspects of technical SEO that play a crucial role in enhancing a website’s overall SEO strategy.

By implementing structured data, optimising page speed and size, improving navigation with breadcrumb menus, and ensuring mobile friendliness, websites can effectively communicate their relevance to search engines. Strategies such as internal and external linking and HTTPS implementation contribute to increased credibility and user trust. These technical SEO practices not only enhance organic traffic but also provide a seamless user experience.

In the competitive digital landscape of Sydney, investing in technical SEO is essential for businesses aiming to stand out, as it involves fine-tuning the technical aspects of a website for optimal performance and visibility. To maximise your website’s potential, it is essential to prioritise technical SEO alongside other optimisation efforts. By investing time and resources into implementing these best practices, you can ensure that your website is well-optimised for search engines while delivering an exceptional user experience. Stay up-to-date with the latest trends and algorithm updates to continuously refine your technical SEO strategy and maintain a competitive edge in the digital landscape.