Technical SEO Audit Checklist 2026
Have you ever wondered why some pages vanish from google search while others climb the ranks without fresh content?
I walk you through a practical technical seo audit so I can ensure site crawlability, clean sitemaps, and fast pages that users and search engines love.
I focus on the foundation that lets Google find and index pages: robots.txt, sitemap.xml hygiene, redirects, HTTPS, and structured data.
My checklist also checks site speed and Core Web Vitals like LCP, INP, and CLS, plus mobile readiness—vital for India where mobile traffic dominates.
I use Google Search Console, Semrush Site Audit, and PageSpeed Insights to surface errors and actionable fixes. I document each change so the website stays maintainable and scalable.
By the end you’ll know how to prioritize fixes, resolve duplicate content, and make sure important pages can compete in search results.
Understanding Technical SEO in 2026 and Why It Matters for Search Engines
A website’s unseen infrastructure shapes how search engines find and show your pages. I focus on the backend that makes pages crawlable, indexable, fast, and secure so content can compete in search results.
How this work differs from on-page and off-page efforts
I separate infrastructure fixes from on-page seo that targets keywords, titles, and content. Off-page work like backlinks builds authority, but infrastructure-level changes let engines crawl and index reliably.
The role of crawlability, indexability, speed, and security
Search engine crawlers and search engine bots navigate links, parse code, and add pages to the crawl index. Clean robots.txt, XML sitemaps, and canonical tags tell engines which pages to keep.
- Crawlability: clear link structure so engines crawl efficiently.
- Speed & stability: Core Web Vitals (LCP, INP, CLS) are a ranking factor in google search.
- Security: HTTPS protects users and signals trust to search engines.
- Structured data: clarifies content meaning for richer search results and better CTR.
For sites serving India, mobile-first performance and resilient load times on varied networks improve engagement and visibility. I prioritize fixes that remove blockers so the right pages can rank.
Audit Preparation: Goals, KPIs, and the Tools I Use
Before I run a single scan, I set clear goals so every fix ties back to measurable gains.
I define KPIs that matter: fewer critical crawl errors, better Core Web Vitals, more valid indexed pages, and less duplicate content.
I take baseline metrics from search console coverage and enhancement reports and track weekly shifts to measure progress.
Core KPIs and baseline setup
I quantify LCP, INP, and CLS with pagespeed insights and field data.
I also count indexed pages, critical errors, and duplicate content instances so I can report improvement.
Primary tools I run
- I use google search console to monitor coverage, indexing, and enhancements.
- I configure Semrush Site Audit to sort issues by severity and open remediation guidance.
- I run screaming frog to simulate crawlers, inspect status codes, and export lists of pages for fixes.
Complementary checks
I validate structured data with Rich Results Test and test mobile UX with Google’s Mobile-Friendly Test.
I supplement performance work with GTmetrix waterfalls and consider log file analyzers for server-level insight.
Kickoff Crawl: Simulating Search Engine Crawlers to Surface Issues
I start every crawl by emulating how search engines crawl a website to expose hidden problems. This gives a baseline so I can measure gains after fixes.
Running a full site crawl and interpreting results
I run a full crawl with Screaming Frog and Semrush to mirror engine crawlers and collect overall health metrics. Semrush groups findings into Errors, Warnings, and Notices with guidance on why and how to fix them.
I triage Errors first — 5xx/4xx, blocked pages, and canonical conflicts. Then I handle Warnings and Notices that still affect discoverability or user experience.
Finding broken links, redirect chains, and orphaned pages
Crawls reveal broken internal links, redirect chains/loops, and orphaned pages. I export broken links and fix destinations or restore removed resources to protect link equity.
I collapse multi-step redirects into single 301s and remove loops to cut latency. Orphaned pages get contextual internal links so future pages crawled include them.
| Tool | Main Output | Primary Action |
|---|---|---|
| Semrush | Errors / Warnings / Notices, health score | Triage and prioritize fixes by severity |
| Screaming Frog | Status codes, indexability, pages crawled list | Export lists, trace redirect chains, find orphaned pages |
| Log file analysis | Bot activity, crawl frequency | Validate crawl patterns and refine crawl budget |
Crawlability and Indexability: Make It Easy for Search Engine Bots
I monitor how bots move across the site to spot where crawling stalls and why pages remain hidden.
I start in google search console and review Coverage for Errors, Valid with warnings, Valid, and Excluded.
I use URL Inspection for page-level diagnostics so I can confirm fixes quickly.
- I check Crawl Stats for pages crawled per day, kilobytes downloaded, and time to download. Spikes often point to a faulty txt file or server slowness.
- I use Semrush and Screaming Frog to group indexability issues and export lists of problem pages to fix by template.
- I prioritize fixes that protect important pages and align the crawl budget with business value.
- I validate changes with URL Inspection and by tracking coverage shifts to measure fewer issues and better indexation.
| Report | What I check | Action |
|---|---|---|
| Coverage | Errors, Valid, Excluded | Fix noindex, soft 404s, redirects |
| Crawl Stats | Pages/day, KB downloaded, download time | Adjust caching, hosting, compression |
| Screaming Frog / Semrush | Indexability categories, redirect chains | Group fixes by template; collapse chains |
| Log file | Bot behavior, crawl frequency | Refine crawl budget and bot rules |
Robots.txt and Meta Robots: Controlling How Engines Crawl
A misconfigured robots.txt can silently keep your most valuable pages out of search results. I check domain.com/robots.txt first to confirm the file exists and that it points to the sitemap.
Auditing the robots.txt file to avoid accidental disallows
I scan the txt file for format errors, accidental Disallow rules, and missing sitemap references. Missteps here can block CSS/JS and prevent search engines from rendering pages like users see them.
When to use robots meta and x-robots tags over robots.txt
For page-level control I prefer robots meta or x-robots tags. They let me block indexing of a single page or file without affecting the rest of the site.
- I ensure critical pages remain allowed and admin paths are safely disallowed to prevent crawler overload.
- I unblock vital resources so search engine bots can render and index content properly.
- After changes I request a re-crawl and verify that intended pages are no longer excluded.
| Area | Common issues | Action |
|---|---|---|
| robots.txt | Format errors, missing sitemap | Fix syntax, add sitemap location |
| Meta / x-robots | Wrong directives on public pages | Apply noindex only where needed |
| Resources | Blocked CSS/JS | Allow rendering files |
XML Sitemap Hygiene: Ensuring Search Engines Discover the Right URLs
When sitemaps list only canonical URLs, the website’s best pages get discovered faster. I treat the XML sitemap as a map for crawlers, not an archive of everything ever published.
Submitting sitemaps in Search Console and validating status
I submit the sitemap in Google Search Console and watch the Sitemaps report for statuses: Success, Has errors, or Couldn’t fetch. Any Has errors flag gets fixed and the file is resubmitted immediately.
Removing non-canonical, error, and duplicate content URLs
I ensure the sitemap lists only canonical, indexable URLs and excludes pages with noindex. I remove error pages, HTTP entries on HTTPS sites, and parameterized duplicates that create crawl noise.
I split oversized sitemaps into logical sections so crawlers find important pages quickly. Orphaned URLs get reconciled by adding internal links or by excluding them when they no longer serve users.
| Check | Common issue | Action |
|---|---|---|
| Format & Protocol | Wrong XML structure or HTTP URLs | Fix format; replace HTTP with HTTPS canonical URLs |
| GSC Status | Has errors / Couldn’t fetch | Resolve errors, resubmit, confirm Success |
| Content | Duplicate or noindex pages listed | Remove non-canonical and noindex entries |
| Size & Coverage | Oversized file, orphaned URLs | Split sitemaps; add internal links or exclude orphans |
Site Architecture and URL Structure: Building a Crawl-Friendly Foundation
Keeping important pages close to the homepage speeds discovery and reduces crawl waste. I aim for a flat hierarchy so most content sits within three clicks.
Designing a logical hierarchy and keeping depth within three clicks
I map categories so core pages and evergreen content are near the top. Breadcrumbs reinforce that structure and guide users and engines.
I run Screaming Frog and Semrush to filter “Crawl Depth 4+ clicks.” Then I add contextual internal links to surface deep pages.
Clean URL structure and parameters management for efficient crawling
I standardize URLs with short, descriptive slugs using hyphens over underscores. That keeps links readable and reduces fragmentation of page signals.
- I minimize query parameters and consolidate variants with canonical tags.
- I prefer concise URLs that reflect content and support fast site speed and indexing.
- I design the architecture to scale, avoiding orphan nodes as new content is added.
| Issue | Detection | Action |
|---|---|---|
| Deep pages (4+ clicks) | Screaming Frog crawl depth | Add internal links; revise navigation |
| Parameter duplicates | Search Console & reports | Canonicalize; block or consolidate params |
| Long or unreadable slugs | URL review | Shorten; use hyphens; keep descriptive |
Internal Linking Strategy: Distribute Authority and Help Engines Crawl
A clear link network routes user clicks and search engines to your most valuable pages. I treat internal links as signals that guide crawlers and humans to priority content on the site.
I start by finding broken internal links with Semrush and my crawler. Fixing broken links restores equity flow and removes dead ends that harm user experience and crawl paths. I also replace anchors that point to redirects so link value lands on the final page.
I locate orphaned pages and add links from topical hubs. Bringing those pages into clusters increases their crawl frequency and helps them rank for relevant queries. I use high-Internal LinkRank hubs to boost important pages without overloading any single page with links.
For anchor text, I use short, descriptive phrases that match page intent. I avoid keyword stuffing and keep link counts reasonable per page. This helps search engines understand what each linked page is about and improves navigation for users in India and elsewhere.
| Task | Tool | Why it matters |
|---|---|---|
| Find broken links | Semrush Internal Linking report | Restores equity and fixes navigation issues |
| Surface orphaned pages | Screaming Frog + site maps | Integrates pages into crawl paths and topic clusters |
| Anchor text clean-up | Manual review + analytics | Guides engines to correct page intent without stuffing |
Duplicate Content and Canonicals: Consolidating Signals
Multiple URL flavors often split signals; I focus on consolidating them into one clear target. Duplicate content usually comes from http/https and www/non-www pairs, plus parameter variants that create near-identical pages.
Handling http/https and www/non-www versions with 301s
I enforce one canonical host sitewide by issuing global 301 redirects to the preferred version (HTTPS and either www or non-www). This consolidates link equity and avoids version page confusion for search engines.
Using canonical tags to manage parameter and version page variants
I add rel=canonical tags on parameterized pages to point to the clean URL. I also limit unnecessary query strings and consolidate similar content so the main page captures ranking signals.
- I audit duplicates with Screaming Frog to flag pages over 85% similar.
- I ensure canonical tags match internal links so signals are not split across variants.
- I resubmit sitemaps and test representative URLs to confirm the right pages index.
| Issue | Detection | Action |
|---|---|---|
| Host variants (http/www) | Crawl reports and server logs | Implement global 301s to preferred host |
| Parameter duplicates | Screaming Frog canonical report | Apply rel=canonical; reduce params |
| Split internal signals | Internal link analysis | Align links to canonical URLs |
Site Performance and Core Web Vitals: Speed That Impacts Rankings
Real-world speed matters: field data reveals how actual users experience pages. I use PageSpeed Insights to compare lab and field results for LCP, INP, and CLS and to spot problem page templates quickly.
Auditing LCP, INP, and CLS with Pagespeed Insights and field data
I benchmark Core Web Vitals per template and prioritize fixes where LCP or long tasks hurt INP. Field data shows true user experience, while lab data gives reproducible steps to fix a slow element.
Optimization tactics I apply
I compress and modernize images to WebP or AVIF, set dimensions, and lazy-load content below the fold. I also defer non-critical JavaScript and split heavy bundles to reduce render-blocking.
- I leverage HTTP caching and a CDN for global delivery and faster page load.
- I measure improvements with both field and lab data and watch for regressions after deploys.
- I track site speed and Core Web Vitals over time with Semrush reports to catch new issues early.
| Metric | Tool | Primary action |
|---|---|---|
| LCP | PageSpeed Insights | Optimize hero image; preload key assets |
| INP | Field data + lab | Split JS; reduce long tasks |
| CLS | Field reports | Set dimensions; avoid layout shifts |
Mobile-First Experience: Optimizing for India’s Mobile Users
I build mobile-ready pages because most visitors in India use phones. Mobile-first indexing means the mobile view must match or exceed the desktop version.
I test representative URLs with google mobile-friendly and fix viewport settings, font sizes, and tap targets. Small fonts or tight buttons create usability issues and drop conversions.
Practical checks I run
I ensure parity of content so search engines see the same headlines, images, and structured elements on the mobile site that they do on desktop. Missing content can prevent pages from appearing in search.
I also optimize images, trim non-essential JavaScript, and inline critical CSS above the fold to speed the first interaction on common mobile devices. Menus, forms, and CTAs get thumb-friendly spacing and clear labels.
| Check | Common issue | Action |
|---|---|---|
| Viewport & fonts | Text too small; fixed layout | Set responsive viewport; increase base font size |
| Tap targets | Buttons cramped | Increase spacing; use larger hit areas |
| Mobile resources | Heavy scripts and large images | Defer JS; compress and serve responsive images |
| Search Console | Mobile usability issues | Track enhancements; revalidate fixes |
Security and HTTPS: Trust Signals That Influence Search Results
Secure connections are a simple trust signal that can change how search engines treat your pages. HTTPS protects users and helps search engines index pages consistently across a site.
I enforce HTTPS sitewide with HSTS and permanent 301 redirects so no HTTP fallbacks remain. That single change reduces host-version confusion and consolidates link equity to the secure host.
Eliminating mixed content and standardizing redirects to HTTPS
Mixed content happens when a secure page loads images, scripts, or styles over HTTP. Browsers may block those assets and users see warnings that hurt engagement.
I scan templates and replace all insecure resource links with secure versions. I also update canonical tags, XML sitemaps, and internal links to use HTTPS so search engines find the right URLs.
- I enforce HSTS and 301 redirects across hosts to prevent accidental HTTP access.
- I replace insecure images, scripts, and styles to avoid mixed content warnings.
- I re-crawl and spot-check key page templates to confirm assets load securely and quickly.
| Check | Why it matters | Primary action |
|---|---|---|
| Host redirects | Prevents duplicate hosts and index splits | Apply sitewide 301s and HSTS |
| Mixed content scan | Blocks resources; causes warnings | Replace HTTP assets with HTTPS |
| Canonical & sitemap | Search engines need consistent URLs | Update to secure canonical URLs; resubmit sitemap |
Structured Data and Rich Results: Enhancing Visibility in Google Search
Schema markup turns ambiguous site text into machine-readable facts that search engines can trust.
I map schema types to business goals so the right pages can appear search results with rich snippets. For example, FAQPage helps informational content, Product markup supports catalogs, and LocalBusiness captures NAP and opening hours for local pages.
Implementing FAQ, Product, and LocalBusiness schema
I add structured data to templates and keep on-page content and markup consistent. After deployment I fix property warnings and test representative pages to catch issues early.
Validating and monitoring with Google tools
I validate using Google’s Rich Results Test and watch enhancement reports in Google Search Console. That helps me measure eligibility gains and detect markup regressions on the website.
- I choose schema types that match content and user intent.
- I validate every deployment and resolve warnings fast.
- I combine structured data with fast, mobile-friendly pages to boost CTR in google search.
| Schema type | Use case | Primary action |
|---|---|---|
| FAQPage | Informational content | Add Q&A pairs; validate markup |
| Product | Catalog listings | Include price, availability, SKU |
| LocalBusiness | Local listings and contact | Supply NAP, hours, geo data |
Advanced Checks: Log File Analysis, Crawl Budget, and International Targeting
I use server logs to see where search engine bots spend time, which helps me tune the crawl index for high-value pages. Log file analysis shows crawl frequency, status codes, and which version page variants get hit most.
I ingest log file data and combine it with Google Search Console coverage to spot wasted crawls on low-value or duplicate pages. That lets me adjust the crawl budget by blocking or consolidating noisy URLs and by fixing server errors that drain bot time.
- I check status-code spikes in logs and resolve 404/500 clusters so crawlers return healthy pages.
- I use Screaming Frog’s Log File Analyser and file analysis exports to visualize engine bots behavior across site sections.
- I implement hreflang for hi-IN and regional pages, add reciprocal links, and include mappings in the xml sitemap for clearer international targeting.
| Focus | What I review | Action |
|---|---|---|
| Log file | Crawl timestamps, user-agent, status codes | Prioritize fixes; confirm bots reach priority pages |
| Crawl budget | Pages crawled vs. site value | Block duplicates; consolidate low-value pages |
| International targeting | hreflang mappings and sitemap entries | Add hi-IN mappings; validate in Search Console |
These checks keep crawls efficient and ensure search engines index the right content for Indian and regional users. I re-check logs after changes to confirm improved bot behavior and a cleaner crawl index.
Conclusion
The best outcome from a technical seo audit is a clear, living plan that turns findings into lasting gains for your site.
I keep a prioritized backlog of issues and rank fixes by business impact and effort. I re-run crawls and check google search console and Pagespeed Insights during monthly mini-audits and quarterly deep-dives.
I also keep refining URL structure, internal linking, and Core Web Vitals so improvements compound over time. Governance matters: I document rules for redirects, canonicals, the robots.txt file, and sitemaps so teams scale without breaking the website.
If you want, I can help set the cadence, build the tracker, and run the next check to protect your important pages and page load gains.
