Technical SEO ensures search engines can crawl, render, and trust your site. If content is your message, technical SEO is the microphone. Here’s a practical audit you can run quarterly or before any redesign.
Crawlability and indexation
Verify that important URLs are reachable and unique. Check robots.txt for accidental disallows. Inspect a sample page in Search Console to confirm rendering. Fix duplicate paths (with and without trailing slashes, case variants, parameters). Use a single canonical per page and ensure it’s self-referential unless you truly need cross-canonicals.
Site architecture and internal links
Flatten deep paths where possible. Ensure every important page is linked from at least one crawlable path—header, footer, sitemap, or contextual links. Build hub pages for key topics and make them the most internally linked pages in their clusters. For a blueprint, see On-Page SEO Checklist and SEO Overview.
Status codes and redirects
Remove 404s that have live internal links. Replace redirect chains with single 301s. Avoid 302s for permanent moves. Maintain an up-to-date XML sitemap that contains only indexable URLs and submit it in Search Console.
Core Web Vitals and performance
Measure mobile LCP, INP, and CLS on real users. Preload the hero image and fonts, reduce render-blocking CSS/JS, and lazy-load below-the-fold media. Limit third-party tags. If templates are heavy, coordinate fixes with Website Maintenance Plans and see Performance Boost.
JavaScript and rendering
If content loads via JS, ensure it renders server-side or hydrates fast. Avoid hidden tabs that require clicks to reveal essential content to crawlers. Provide HTML fallbacks for critical elements like navigation and pagination.
Internationalization and parameters
If you use query parameters for filters or tracking, make sure they don’t generate infinite crawl paths. For multilingual sites, use proper hreflang annotations, consistent regional URLs, and self-referencing canonicals.
Structured data and rich results
Implement schema where it adds clarity—FAQ, Article, Product/Service, LocalBusiness. Validate in Google’s tools and watch for warnings. Use JSON-LD and keep it synchronized with visible content.
Security and reliability
Serve everything over HTTPS with HSTS. Renew SSLs early. Use a WAF and regular backups. Keep plugins and themes updated, and test in staging before major changes. For infrastructure, see Fast, Secure Hosting.
A pragmatic audit schedule
Run a light scan monthly for broken links and 404s. Quarterly, review vitals and top templates. Before any redesign or new theme, crawl the site, map redirects, and retest after launch. Document findings and owners so fixes don’t stall.
When to call in help
If JavaScript frameworks, complicated faceted navigation, or eCommerce pagination make crawling complex, bring in a specialist. Technical blockages compound over time; clearing them unlocks the value of your content and links.
