Guide to Advanced Technical SEO Audits

Unraveling the SEO Puzzle

In the vast and ever-evolving digital landscape, the task of mastering search engine optimization (SEO) can seem like attempting to solve a grand, multifaceted puzzle. With algorithms that are constantly shifting beneath our feet, it’s crucial to stay nimble, observant, and well-equipped. So, before we delve into the mechanics of an advanced technical SEO audit, let’s first lay the groundwork for our understanding of SEO.

Understanding SEO

SEO is like the unseen puppeteer of the digital theatre. It’s what makes your website dance to the tune of search engine algorithms, making it more visible and appealing to your intended audience.

The Role of SEO

Imagine SEO as the lighthouse guiding ships – in this case, users – safely to the shore, or your website. Its role is crucial in enhancing your website’s visibility, user experience, and overall digital performance. It’s not just about attracting traffic; it’s about attracting the right kind of traffic.

Without efficient SEO, your website is like a billboard in the desert – it exists, but it’s not serving its purpose if no one sees it. Ensuring your SEO practices are up to par helps your website reach the audience it’s meant to serve.

SEO: Beyond Just Keywords

Many still perceive SEO as a game of stuffing the right keywords into website content. This perception is akin to seeing a bicycle as a mode of transport, disregarding its potential as a fitness tool, a racing vehicle, or even a symbol of freedom for some.

Similarly, SEO is not just about keywords. It’s a comprehensive approach involving technical aspects of your site, on-page content, off-page factors, and user experience. It’s a multi-faceted strategy designed to appeal to search engines and users alike.

The Importance of an SEO Audit

Audit – the word itself can send shivers down the spines of many. But in the world of SEO, it’s not a dreadful undertaking. In fact, it’s more like a health check-up for your website, an essential part of your site’s upkeep, and a key to your digital success.

Why Regular SEO Audits are a Necessity

Think of regular SEO audits as the MOT test for your car. You may not notice anything wrong while driving, but regular checks can highlight potential issues before they become serious problems. The same applies to your website.

Conducting SEO audits regularly not only uncovers existing issues but can also help identify opportunities for improvement and future growth. It keeps you in tune with how search engines are evolving and helps you stay a step ahead of your competition.

The Cost of Neglecting SEO Audits

On the flip side, overlooking SEO audits is like driving that car without ever checking the oil. Sooner or later, your performance will falter, potentially resulting in costly repairs and lost opportunities. Ignorance may be bliss in some cases, but when it comes to your website’s SEO health, it could be a costly mistake.

Skipping on regular audits could leave serious issues undetected. These can lower your search engine rankings, reduce traffic, and ultimately hurt your business. It’s better to prevent this with regular checks than to scramble for a fix when things go wrong.

Gearing Up for the Audit

Now that we have a good grasp on the whys of an SEO audit, let’s shift our focus to the hows. Embarking on an SEO audit without adequate preparation would be akin to heading on a hiking expedition without a map, compass, or the right gear. Let’s arm ourselves with the essential tools and a robust framework to navigate the SEO audit trail effectively.

Essential Tools for an SEO Audit

Just as a carpenter wouldn’t be much good without a hammer and nails, an SEO auditor is only as effective as the tools they use. From crawling your site to analysing backlinks, the right SEO tools can make your audit more efficient and accurate.

Your SEO Audit Toolkit

In your SEO audit toolkit, you need a good mix of tools that can cover the different aspects of SEO. Think of it as your Swiss Army Knife for digital marketing – compact, multifunctional, and reliable. The choice of tools will vary depending on your website’s needs, but some essentials include a crawler like Screaming Frog or DeepCrawl, a backlink analyser like Ahrefs or SEMrush, and a comprehensive suite like Google Search Console.

Each tool brings unique strengths to the table. For instance, Screaming Frog can help you uncover broken links, duplicate content, and server errors, while Google Search Console offers valuable insights into your site’s search traffic and performance.

Maximising the Power of Your Tools

Having these tools at your disposal is one thing, but maximising their potential is another. Think of it as having a powerful sports car but never taking it out of the city. Each SEO tool has features that can help you dig deeper and unearth more valuable data.

Take the time to understand each tool’s capabilities and how you can leverage them for a more comprehensive audit. Many of these tools offer training and resources to help you get the most out of their features. Don’t shy away from exploring these resources and expanding your skill set.

Setting Up Your SEO Audit Framework

An SEO audit framework is like your blueprint for the audit process. Without it, you might find yourself lost in the vast sea of SEO elements, unsure of what to prioritise. Establishing a clear framework helps you stay focused, organised, and efficient throughout the audit process.

Defining Your Goals

Every successful journey starts with a clear destination in mind. Similarly, before you dive into the audit process, define what you hope to achieve. Is it to improve organic traffic? Reduce bounce rates? Increase conversions? Having clear goals will guide your audit process and help you measure your success.

Remember, your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). This approach ensures that your objectives are clear, realistic, and tied to your broader business goals.

Sketching Your SEO Audit Blueprint

With your goals clearly defined, it’s time to sketch out your SEO audit blueprint. This blueprint is a step-by-step plan outlining what you’ll inspect, how you’ll analyse the data, and what actions you’ll take based on your findings.

Your blueprint will serve as your roadmap, guiding you through each phase of the audit. It ensures that you cover all vital SEO elements, prioritise tasks effectively, and stay organised throughout the process.

Delving into the SEO Audit

Having armed ourselves with the right tools and a robust framework, we’re now ready to venture into the SEO audit labyrinth. As we delve deeper, we’ll discover how to perform a basic SEO audit, starting with crawling and indexing analysis and moving onto an on-page SEO assessment.

Crawling and Indexing Analysis

At the heart of any successful SEO strategy is a website that’s easily discoverable by search engines. This is where crawling and indexing analysis comes into play. It’s akin to a librarian cataloguing books so they can be easily found by library-goers.

Inspecting Indexation

The first step in this analysis is to inspect how well your site is indexed by search engines. Think of it as checking if your book (website) is in the library’s (search engine’s) catalogue. You can use tools like Google Search Console’s ‘Coverage’ report to check how many of your pages are indexed.

Identifying and rectifying issues like non-indexed pages, incorrect use of the noindex directive, or blocked resources can improve your site’s visibility on search engines. Remember, a page that’s not indexed is like a billboard hidden in a warehouse; it serves no purpose if it’s not seen.

Unearthing Crawl Errors

Crawl errors are like roadblocks that prevent search engines from accessing and indexing your website. Identifying and fixing these issues should be a top priority in your SEO audit. Use tools like Google Search Console’s ‘Crawl Errors’ report to uncover these issues.

From 404 errors to server errors, each crawl error is a missed opportunity for your site to be indexed and ranked. Tackle these issues promptly to ensure search engines can effortlessly crawl and index your site.

On-Page SEO Assessment

Once you’ve ensured search engines can efficiently crawl and index your site, it’s time to shift focus to on-page elements. This is akin to making sure the contents of your book are engaging, well-structured, and appealing to your readers.

Evaluating Meta Tags and Content

Meta tags are like the blurb on the back of a book – they help search engines understand what your page is about. Review your meta titles and descriptions to ensure they’re unique, relevant, and within the character limit. Simultaneously, evaluate your content for quality, relevance, and keyword optimisation.

Ensure your content is unique, well-structured, and provides value to your audience. Keyword stuffing is a no-go; strive for natural integration of keywords that doesn’t compromise readability.

Scrutinising URL Structures and Internal Links

URL structures and internal links are like the signposts and pathways in a park – they guide your visitors and search engines through your site. URL structures should be user-friendly and include relevant keywords, while internal links should be logically structured and easy to follow.

Broken links or overly complex URL structures can lead to poor user experience and hinder search engines from understanding your site’s architecture. Keep your URL structures simple, logical, and clean, and ensure your internal linking strategy is robust and effective.

Diving Deeper: Advanced SEO Audit

Just like a treasure hunter who’s not satisfied with a superficial scan, we now dig deeper into the SEO auditing process. Let’s dive into the advanced aspects of an SEO audit, focusing on mobile usability analysis and site speed and Core Web Vitals assessment.

Mobile Usability Analysis

With mobile internet usage overtaking desktop in recent years, ensuring your website’s mobile usability is no longer a luxury, but a necessity. Think of mobile usability as the accessibility ramp at a building entrance – it ensures all visitors, regardless of their mode of access, have an equally comfortable experience.

The Mobile-Friendly Mandate

The importance of mobile-friendliness is not just about usability; it’s also a ranking factor in Google’s algorithms. In other words, websites that are not mobile-friendly could be left in the dust in search engine rankings. It’s like showing up to a marathon in flip-flops – you’re not going to perform well against those in running shoes.

To ensure your website is up to the mark, use Google’s Mobile-Friendly Test tool. This tool can help identify issues that may impact your site’s mobile usability, like small font sizes, clickable elements too close together, or content wider than the screen.

Checking Mobile Usability

Checking mobile usability involves more than just ensuring your website is mobile-friendly. It’s also about guaranteeing that it provides a seamless and enjoyable experience for mobile users. Like a well-fitted suit, your website should sit comfortably on any device, regardless of the screen size.

Test your website on various devices and screen sizes to ensure its layout, design, and functionality adapt well. Pay special attention to elements like navigation, forms, and media, as they can often be problematic on smaller screens.

Site Speed and Core Web Vitals Assessment

The speed and performance of your website play a critical role in user experience and SEO. Slow-loading pages are like slow service at a restaurant – they test your patience and often result in customers leaving for a faster option.

Speed Matters

A slow-loading website can result in high bounce rates, low user engagement, and reduced conversion rates. Moreover, site speed is a known ranking factor in Google’s algorithm. Thus, if your website is slow, it’s not just frustrating for users; it could also impact your visibility on search engines.

Use tools like Google PageSpeed Insights or Lighthouse to assess your site speed. These tools not only provide speed metrics but also offer actionable recommendations to improve your website’s performance.

Understanding and Improving Core Web Vitals

Core Web Vitals are a set of metrics introduced by Google that measure real-world user experience for loading performance, interactivity, and visual stability of a page. Think of these vitals as the pulse, blood pressure, and respiratory rate in a medical check-up – they provide essential insights into your website’s health.

Improving your Core Web Vitals can significantly enhance your website’s performance and user experience. Prioritise elements like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) in your SEO audit for a comprehensive health check of your site.

Sealing the Deal: Post-Audit Action Plan

Just like a doctor’s job doesn’t end with diagnosing a problem, an SEO audit isn’t complete with just identification of issues. What follows is the formulation of an action plan that guides the implementation of changes needed to optimise your website for search engines and users alike.

From Audit to Action

Armed with the insights from your audit, it’s time to convert them into action. It’s like taking a recipe and turning it into a mouth-watering dish. Your action plan should be structured, prioritised, and aligned with your SEO goals.

Prioritising Fixes

Not all issues identified in your audit will carry the same weight. It’s crucial to prioritise them based on their potential impact on your website’s performance and rankings. It’s akin to a triage system in a hospital, where the most critical cases are attended to first.

Issues that directly impact your website’s visibility on search engines or significantly hinder user experience should be at the top of your list. Prioritising your fixes ensures you make the most impactful changes first.

Creating a Timeline for Implementation

Having a timeline for implementing the fixes is equally important. It’s like setting a deadline for a project – it helps keep you focused and ensures the job gets done. Your timeline should be realistic, accounting for the complexity of the fixes and the resources at your disposal.

Remember, SEO is a marathon, not a sprint. Changes made today might not yield immediate results. But over time, these improvements compound and can significantly enhance your website’s performance and visibility on search engines.

Continuous Monitoring and Adjustment

Just as a successful gardener never stops tending to their plants, a successful SEO strategy requires ongoing monitoring and adjustment. The digital landscape is ever-evolving, and your SEO strategy must adapt to these changes.

Keeping an Eye on Performance

Regularly tracking your website’s performance is crucial to ensure the changes you’ve implemented are yielding the desired results. Think of it as a progress report card that helps you identify areas of success and areas that need improvement.

Tools like Google Analytics and Google Search Console can provide invaluable data about your website’s performance. Keep an eye on key metrics like organic traffic, bounce rate, conversion rate, and page load time to measure your SEO success.

Embracing Change

In the ever-changing world of SEO, agility is key. Just like a sailor adjusting their sails to the shifting winds, you must be ready to adapt your SEO strategy to the changing digital landscape.

Whether it’s algorithm updates from search engines, new SEO best practices, or changing user behaviour, staying informed and ready to pivot is crucial. Remember, the only constant in SEO is change – embrace it, and you’re halfway to success.


In conclusion, performing an advanced technical SEO audit is like servicing a car. It involves a thorough inspection, identifying issues, and making necessary changes to ensure optimal performance. From crawling and indexing analysis to mobile usability and Core Web Vitals assessment, a comprehensive SEO audit can help boost your website’s visibility, user experience, and overall performance.

As we’ve discussed throughout this guide, performing an SEO audit can be a complex process. It requires technical knowledge, the right tools, and a keen eye for detail. But fear not, because this is where Kinsale SEO comes in. As the best SEO company in Ireland, we’re equipped to guide you through the labyrinth of SEO auditing. Let us help you uncover hidden opportunities, fix critical issues, and optimise your website to achieve your SEO goals.


1. How often should I perform an SEO audit?

It’s generally recommended to perform an SEO audit at least once a year. However, it’s beneficial to do it more frequently, especially if you’ve made significant changes to your site, noticed a sudden drop in traffic, or following a major algorithm update.

2. Can I perform an SEO audit by myself?

Yes, with the right tools and knowledge, you can perform an SEO audit by yourself. However, an experienced SEO professional can bring a level of expertise and insight that can significantly enhance the audit process and results.

3. Why is mobile usability important in an SEO audit?

Mobile usability is crucial as a significant portion of internet users browse on mobile devices. Additionally, Google uses mobile-first indexing, meaning it predominantly uses the mobile version of a website for indexing and ranking. Hence, mobile usability is critical for SEO.

4. What are Core Web Vitals, and why are they important?

Core Web Vitals are a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability. They’re important as they’re part of Google’s page experience signals used for ranking websites.

5. What should I do if I find issues during the SEO audit?

If you find issues during your SEO audit, the next step is to prioritise and fix these issues. Depending on the complexity of the issue, you may need to involve your development team or seek help from an SEO professional.

6. Can Kinsale SEO help with an SEO audit?

Absolutely! At Kinsale SEO, we offer comprehensive SEO audit services. Our expert team can help you identify and fix SEO issues, optimise your website, and implement a strategy that aligns with your business goals.

About the author

Casey Meraz is the Founder of Kinsale SEO, Juris Digital, Solicitor Digital and Ethical SEO Consulting. He has been helping companies thrive online through effective organic SEO and Local SEO programs.

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