|SEO||– 5 min read|
Interview With Ian Lurie: Website Technical SEO Audit
- how often bots crawl the site
- response to bot events
- server configuration
- client-side content rendering and delivery
- hygiene, like busted links
- crawler behavior for our own crawls
- consistent https
- consistent protocols
- near duplication
- site architecture (yes, there are technical aspects to that)
- canonicalization (not just rel=canonical)
I can do this all day.
Nothing replaces human eyeballs. No matter how large the site, at some point you're going to have to look at pages yourself. Otherwise you'll miss things like rendering issues.
For external, this isn't so much a technical issue for us as a management one. We check for redirection and 404s, but can't do much else.
But so many folks neglect the technical aspects of internal linking. We see redirect chains, missed hub opportunities, etc. Your site is its own best source of links. On the other hand, remember that a technical SEO audit shouldn't become a UX audit or an architecture audit. Focus on consolidation and on-page SEO audit linking, not high-level site architecture (unless you're asked to).
Second: quantity of organic traffic
Third: share of voice from an SEO analysis tool like STAT. Be mindful of context. In some verticals and on some sites, 30 seconds time on page is great. In others, 3 minutes may be a failure.
- log analysis
- server performance
- pipe performance
- browser performance
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