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You’ve made a cool website, the content is helpful, you’ve built non-shitty backlinks, but something’s still off.
The traffic isn’t improving, and you’re stuck on page who-knows-where.
Chances are, it’s a technical issue. Slow pages, broken links, messy site structure: stuff that search engines care about more than you think.
This is where a good technical SEO checklist can help. Plus, we’re sharing a free one you can download to make things easier.
Technical SEO is the process of optimizing technical aspects of a website to improve rankings in search results.
When done right, it helps Google find your pages (crawling) and save them in its system so they can show up in search results (indexing) as long as they meet certain ranking criteria.
But why is technical SEO important? And, what happens when you overlook it? Failing to optimize your website technically leads to:
So, no matter how good your content is or how many backlinks you get every month. If your site is not working properly, your SEO won’t improve.
Your website needs regular checkups. A technical audit is a must to catch issues early before they mess with your traffic, rankings, or user experience.
Here are a few signs it’s time for one:
Now, how often should you run a technical audit? Short answer: regularly. Real answer: it depends on your site.
In short, don’t wait for disaster and make a technical SEO site audit part of your routine.
Here’s a simple technical SEO audit checklist we use to keep SayNine’s and our clients’ websites working well.
Broken links are links on your site that point to non-existent or dead pages.
What does it have to do with crawling and indexing? Let me explain.
When search engines crawl your site and find broken links, they get stuck. This can stop them from reaching other pages, which means some of your content might not get indexed at all.
In other words, you lose the opportunity to appear in search results and rank higher on Google.
So, what to do? We definitely recommend finding all broken links and fixing them using SEO tools like Ahrefs. Here’s how.
Step 1: Sign in to your Ahrefs account and head to Site Audit.
Step 2: Crawl your website and go to Links from Reports. Here you can see all your broken internal and external links.
Oh, and if broken links are on your to-do list, we’ve got you covered. Our super simple guide shows how to find and fix them using Google Search Console and Screaming Frog. Check it out!
Further reading:
Broken Links: A Simple Guide for 2025
5xx errors are server-side issues, meaning the problem is on your website’s server, not the user’s end.
If ignored, these errors can block search engines from crawling your site and hurt your visibility in search results.
Here are the most common ones:
You can track these easily with tools like Screaming Frog. As you can see, we’re in the clear on this one.
How to fix the issue?
Redirects help users and search engines reach the right page when a URL changes.
But when multiple redirects pile up on each other [like Page A → Page B → Page C], it creates a redirect chain which leads to:
The bottom line? We recommend finding these redirect chains and fixing them as soon as possible.
We use Screaming Frog to fix redirect issues, and you can too.
The best fix? Use 301 redirects for permanent changes. Plus, always redirect to relevant pages.
We also wrote a full guide on redirects if you want the full picture. It’s useful, not boring. We promise.
Further reading:
Redirects: What They Are and How to Use Them
Canonical tags are pieces of HTML code that help search engines know which version of a page to index.
Here’s an example.
<link rel=”canonical” href=”https://domain.com/” />
Why do they matter?
To find out whether you have canonical issues or not, use Ahrefs’ Site Audit tool.
Crawl your website and go to “Duplicate content.” As you can see in the screenshot, there’s no duplicate content issue, which means canonical tags are set properly.
For more handy tips on using canonical tags the right way, check out our full guide.
Further reading:
Canonical Issues: How to Fix Them Like a Pro
A sitemap shows Google all the important pages you want to be indexed, which helps your content get discovered faster and more efficiently.
Why it matters:
Here’s one simple way to check your sitemap:
Type yourdomain.com/sitemap.xml into your browser. If it loads, great. If not, that’s something to fix.
But that’s just one method. There’s more to keeping your sitemap clean and useful, and a few ways to check if Google’s even looking at it.
We go over all that in our full guide. Find it below!
Further reading:
The Complete Website Audit Checklist
Internal links are links from one page to another page on your website.
Here’s a quick reality check:
Want to make your internal linking smarter? We recommend
Fixing orphan pages and auditing internal links is not as challenging as it seems. We use handy tools and a simple process to clean things up fast.
Want to learn how we do it? Check out the full guides for more details.
Further reading:
Internal Linking: Best Practices for 2025
Orphan Pages: How to Find and Fix Them
A URL structure is the format of your web address.
A messy, confusing URL can turn users away and make it harder for search engines to understand what your site is about.
Here’s what we recommend to keep your URLs clean and SEO-friendly:
Page speed is a ranking factor, and it’s a ranking factor for mobile searches too, since 2018, introduced by “Speed Update”.
In short, a technically well performing website should also work faster, if you want better rankings and improved user experience.
To check your page speed, you can use Google’s PageSpeed Insights tool.
One crucial area to focus on is Core Web Vitals, which Google uses to rank pages. These metrics directly impact how visitors experience your site:
By scrolling down, you can find detailed insights as well as recommendations on how to improve your page speed across different devices.
Adding visuals to your content is not only good but a must.
However, it’s easy to overlook the optimization part and add heavy or large images and videos that can actually hurt your SEO.
So, what we recommend is keeping things light and responsive:
Structured data or schema markup is a small piece of code that helps search engines understand what your content is about.
Add it right, and you can enjoy benefits like:
However, you don’t need structured data on every page. Focus on high-impact content such as blog posts, product pages, or services. And always validate your markup before hitting publish with a tool like Schema Markup Validator.
Plus, always check structured data issues with a technical SEO audit tool like Ahrefs. All you need to do is:
Step 1: Go to Ahrefs’ Site Audit tool and crawl your site
Step 2: Head to “All issues” and find schema and validation errors.
As you can see, here we don’t have any issues with structured data. However, in case you detect one on your website, you can always investigate the problem by opening the URL details panel on Ahrefs.
Further reading:
What is Schema Markup & How to Implement It
HTTPS [Hypertext Transfer Protocol Secure] is what keeps the connection between your website and your visitors safe. It ensures that any data exchanged is encrypted and protected from third parties.
To check if your site is secure, just click the padlock icon next to your URL. If it says “Connection is secure,” you’re safe.
So, why is it important? Because Google uses HTTPS as a ranking factor. Apart from building trust with users, it also helps your pages perform better in search.
Pro tip: Make sure your SSL certificate is active and renew it before it expires.
Great content and backlinks matter, but if your site has technical problems, Google won’t show it to people.
Slow pages, broken links, or messy structure can negatively affect your SEO. That’s why running regular technical checks and fixing issues is so important.
Use the checklist we shared to keep your site healthy. And hey, if you’re too busy, no worries. We’ve got you covered with full SEO services, including technical audits. Just let us handle it!
Technical SEO covers things like site speed, mobile-friendliness, crawlability, indexing, and other aspects that affect how search engines access and understand your site.
Use tools like Ahrefs, SEMrush, Screaming Frog, or Google Search Console to run a site audit. They’ll give you detailed insights on your technical performance and a list of issues to fix.
No, backlinks fall under off-page SEO. Technical SEO focuses more on how your site works.