If your search traffic has decreased over the last couple of years, then you may be in need of a technical SEO site audit. A technical site audit entails lifting up the hood of your website to see if there is anything barring your site from becoming a strong lead generator. During a technical SEO site audit, more than 20 data points are examined in order to increase your website’s accessibility.
Of the Twenty Analyzed Data Points, These Eight Are Key:
A robots.txt file shares what content should or should not be indexed with search engines. If you have not set up your robots.txt file properly, you could be inadvertently blocking search engines from finding your content. Because content accessibility is vital to a website’s success, learning about a faulty established robots.txt file is key to saving your content from obscurity.
2. XML Site Maps:
XML sitemaps act as URL ‘directories,’ helping search engines discover, crawl, and index the most important content within a website. Without an XML site map, search engines may disregard your most important pages within your site, costing you visitors.
3. Server Errors:
Do your pages generate error messages? The most common server error, a 404 error, is a page that search engines cannot find. Minimizing 404 errors will allow search engines to more easily crawl and index your website.
4. URL Issues:
Dynamic URLs, URLs with uppercase and lowercase characters, can make it difficult for search engines to find content on your site. The solution is simplification: readability insures accessibility.
5. Duplicate Pages:
If you have the same pages in two different locations, then you are challenging search engines to choose which page should rank the highest, which—because the pages are identical—ultimately hurts each page’s ability to perform. A single page succeeds twice as well.
6. Page Title Tags:
If your website is missing titles or contains duplicate titles, or lengthy ones, consider a title overhaul. Page titles are vital from an SEO perspective and are one of the main features that attract searchers on a SERP. Well-written title tags increase click-through rates.
7. Meta Description Tags:
Meta description tags tell search engines what each page is about. Tags that are missing, duplicated, or excessively long may prevent search engines from understanding the content. Search engine comprehension is key to maintaining steady traffic.
Image size affects how long a page takes to load, which impacts how well that page is ranked by search engines. Alt text, the text that describes images, may also thwart search rankings if missing or misleading. That’s why it’s so important to have accurate alt text with appropriate images.
If your organic search traffic has plummeted, consider a technical site audit to uncover why search engines are no longer ranking you like they used to. Learn about our technical web site audit here.