In today's digital world, the The performance of your website is crucial for business success. Imagine your customers landing on a website that loads slowly, has a confusing design and repeatedly displays error messages.
The likelihood of them making a purchase there is low. In order to avoid such scenarios and Fully exploit the potential of your websitea regular technical SEO analysis is essential. In this article, we provide you with a checklist that highlights the key elements of an effective technical SEO analysis, how it is carried out and which factors you should pay particular attention to.
Should you Need support with your technical SEO analysiswe will be happy to assist you. Contact us without obligationto find out how we can support you effectively.
Table of contents
Introduction to technical SEO analysis
What does technical SEO mean?
Technical SEO analysis is a specialized process that aims to evaluate and improve the technical components of your website. optimize.
Unlike traditional SEO methods, which focus on keywords and content quality, technical SEO analysis focuses on elements such as crawling efficiency for search engines, loading speed, mobile suitability and the structural design of the website.
These factors are decisive for a structured and technically flawless website that search engines can efficiently search, capture and index content.
A technical SEO analysis can be carried out either as part of a comprehensive SEO program or as a stand-alone measure, especially if it is suspected that there is great potential for optimization in this area.
The reason why technical SEO is so important is because it plays a key role in making your content visible in search results, Optimally positioned and offer an outstanding user experience.
Implementing the identified optimization potential can lead to your website ranking better in search results. However, a good ranking is always the result of a combination of different factors: even a technically flawless website needs high-quality content to appear at the top of the search results.
Influence on user experience and ranking
Technical SEO has a significant impact on the user experience and the ranking of a website in search engine results. Here are a few examples:
- Loading speed:
Websites that load quickly offer a better user experience. Search engines prefer faster websites because they know that users don't like to wait for slow-loading pages. Improvements in loading speed can therefore have a direct impact on the ranking. - Mobile optimization:
With the increasing use of smartphones for surfing the Internet, it is important that websites work properly on mobile devices.
Technical SEO includes optimizing the website for mobile devices, which both improves the user experience and is a criterion for a better ranking. - Security (HTTPS):
Security is an important factor for the user experience. Websites that use HTTPS (a secure transfer protocol) are favored by search engines as they provide a secure environment for users.
Overall, technical SEO is crucial for a good user experience and a high ranking. A website that is technically well optimized is positively received by users and search engines, which ultimately leads to more traffic, a higher conversion rate and a better ranking in search results.
Differences
Technical SEO differs from other aspects of search engine optimization due to its special focus on the technical elements of a website. While SEO encompasses a wide range of strategies and techniques to improve the visibility of a website in search engine results, technical SEO focuses on optimizing the infrastructure of the website.
Here are the main differences to other SEO aspects:
- Technical SEO:
Refers to the technical optimization of the website structure.
Includes aspects such as loading speed, mobile-friendliness, crawling and indexing, HTTPS, website architecture, URL structure and the handling of 404 errors.
The aim is to ensure that the website is accessible to search engines and can be crawled and indexed efficiently. - On-Page SEO:
Focuses on optimizing the content and elements of a single website.
Includes the optimization of titles, meta descriptions, headings, keyword density, internal links and the quality of the content.
The aim is to use relevant keywords effectively and provide high-quality content that is appealing to both users and search engines. - Off-page SEO:
Refers to the optimization strategies outside your own website.
Includes mainly building backlinks from other websites, but also social media signals and online reputation.
The aim is to increase the authority and credibility of the website, which can have a positive effect on the ranking. - Local SEO:
Focuses on optimizing visibility for local search queries.
Includes Google My Business profile optimization, local keywords, reviews and local citations (mentions of the company in local directories).
The aim is to be better placed in local search results in order to attract local customers.
While these different aspects of SEO cover different areas, they are all interconnected and together contribute to the overall success of the SEO strategy.
Important elements of the technical SEO analysis
Crawl behavior and its meaning
Crawl behavior refers to the way in which search engines, such as Google, crawl websites in order to Collect information and index it. This is a crucial process in search engine optimization as it determines what content appears in search results and how it is positioned there. Understanding and optimizing crawl behavior are therefore essential aspects of an effective SEO strategy.
Log file analysis
A log file analysis refers to the Evaluation of server log files. These files log all requests sent to the server, including requests from search engine crawlers. Analyzing these log files allows SEO experts to understand the actual crawl behavior of search engines on a website. By analyzing log files, it is possible to determine how often and when search engine bots visit the website. This provides information about how "fresh" the content is for the search engines.
The log file analysis shows which pages are being crawled and how efficiently the crawl budget is being used. This is particularly important for large websites to ensure that important pages are regularly visited by search engine bots.
Server logs can provide insight into issues such as 404 errors, redirected URLs or server errors that can affect crawl behavior and indexing. By identifying areas that consume resources unnecessarily (such as irrelevant pages that are crawled frequently), the crawl budget can be used more efficiently.
Overall, log file analysis is a valuable tool in the context of technical SEO. It provides precise and detailed insights into the behavior of search engine crawlers on a website and makes it possible to improve the technical optimization of the site in a targeted manner.
Redirects
Another important factor that influences crawling behavior are Forwardingalso known as redirects. These direct the crawler to the new target URL where the content is located. A 301 redirect signals that the content can be found permanently in a new location, while a 302 redirect indicates that the content has only been moved temporarily and will soon be available again at the original URL.
As part of a technical SEO check, it is important to ensure that redirects are set up correctly. Care should be taken to ensure that these do not lead to 404 error pages, create long redirect chains or cause so-called redirect loops.
In a redirect chain, one URL is redirected to another, which in turn refers to another URL until the user or bot finally lands on the final page. The problem with this is that the longer the chain, the longer the loading time. In addition, the Google bot can break off the chain after a few redirects and therefore not reach the final URL. A redirect loop occurs when one URL refers to another, which then leads back to the original page without reaching an end point. In technical SEO analysis, it is crucial to identify and correct such errors to enable the crawler to navigate your website efficiently.
Hreflang
This is an HTML attribute used to tell search engines like Google that there are multiple Linguistic or regional variants of a website. This attribute is particularly important for websites that offer content in several languages or for different geographical regions.
- Purpose:
The hreflang attribute helps search engines to understand which version of a page is most relevant for users in a particular language or region. It enables the correct assignment of the language or region-specific URL in the search results - Avoidance of duplicate content:
Without hreflang, search engines could regard similar content in different languages as duplicate content. Correct implementation of the hreflang attribute makes it clear that these are linguistically or regionally adapted versions of the same content. - Improvement of the user experience:
- By using hreflang, search engines can show users the version of the website that best matches their language and region, which improves the relevance of search results and the user experience.
Implementing the hreflang attribute requires careful planning and accuracy to ensure that all linguistic and regional versions of the website are correctly labeled and interpreted correctly by search engines.
URL structure and its relevance
The URL structure refers to the way in which the addresses (URLs) of a website are organized and formatted. A well-thought-out URL structure is not only essential for user-friendliness, but also plays an important role in search engine optimization (SEO). Here are some key aspects of URL structure and its relevance:
- Clarity and simplicity:
A good URL structure is logical, understandable and simple. Clear URLs make it easier for users to understand the content of the page and where they are on the website. - Keyword Integration:
Including relevant keywords in URLs can be beneficial for SEO. It helps search engines to better understand the content of the page and can improve the ranking for these keywords. - Avoidance of duplicate content:
A unique URL for each piece of content prevents duplicate content problems. Duplicate content can have a negative impact on SEO, as search engines may not be able to recognize which version of the page should be indexed or ranked. - Security and trust:
Secure URLs, especially those that use HTTPS, create trust among users and are preferred by search engines.
Robots.txt file
The robots.txt file is an essential tool in the field of search engine optimization (SEO), as it gives instructions to search engine crawlers, which areas of a website they are allowed to crawl and which not. Among other things, this file has several important functions:
- Control access:
The robots.txt file allows website operators to restrict access by search engine crawlers to certain parts of their website. This can be useful to ensure that private or irrelevant areas of the website are not indexed and displayed in search results. - Protection of sensitive data:
Certain areas of a website, such as internal systems or confidential areas, can be protected from crawling and indexing by public search engines using the robots.txt file. - Prevention of duplicate content:
By excluding certain pages (such as print versions of pages) from crawling, the robots.txt file can help to avoid problems with duplicate content.
What are breadcrumbs?
Breadcrumbs, in the context of web design and user interface (UI), are a form of secondary Navigationwhich helps users understand where they are within the structure of a website and how they can return to previous pages. The name "Breadcrumbs" is inspired by the fairy tale "Hansel and Gretel", in which the main characters follow a trail of breadcrumbs to find their way back home.
- SEO Advantages:
Breadcrumbs are not only useful for user guidance, but also play a role in search engine optimization (SEO). They help search engines to better understand the structure of the website and can contribute to an improved presentation of the page in the search results, often in the form of rich snippets. - Improvement of the user experience (UX):
They provide an intuitive and easy way for users to navigate through a website, especially for deeply structured pages. Breadcrumbs allow users to quickly navigate to higher-level pages without having to use the browser's "back" button. - Design and implementation:
Breadcrumbs should be kept in a clear and simple design that harmonizes with the overall design of the website. They should be easy to recognize and understand without distracting from the main content.
Breadcrumbs are an effective way to improve the user-friendliness of a website by providing an additional navigation aid, clarifying the structure of the website and helping to optimize it for search engines.
Dealing with 404 errors:
Avoiding 404 errors on a website is important to ensure a good user experience and maintain the effectiveness of your SEO efforts. A 404 error occurs when a user tries to access a page that doesn't exist. Here are some strategies to avoid 404 errors:
- Careful planning for the URL design:
Avoid frequent changes to URL structures. If you need to change URLs, plan these changes carefully and make sure that all old URLs are properly redirected. - Use of 301 redirects:
When pages are removed or their URLs are changed, use 301 redirects to redirect visitors and search engines to the new URLs. This helps to transfer traffic and SEO values to the new page. - Updating content instead of deleting it:
Instead of deleting pages, update them with new content. If deletion is unavoidable, redirect the old URL to a relevant page. - Effective management of temporary sites:
For temporary content (such as event pages), define a post-event strategy in advance, such as a redirect to a summary page or a similar permanent page.
SSL certificate
An SSL certificate, short for "Secure Sockets Layer" certificate, is an essential element for any website, especially in the context of technical SEO (search engine optimization). This digital certificate guarantees Encrypted connection between the web server and the user's browser, which ensures the security and integrity of the transmitted data.
In terms of technical SEO, the SSL certificate plays a crucial role:
- Increase website security:
Google and other search engines prefer secure websites. An SSL-secured site is classified as more trustworthy, which has a positive effect on the ranking. - Improvement of the user experience:
Users are more willing to stay and interact on a secure website. An SSL certificate can therefore improve the length of stay and the interaction rate, which are important signals for search engines. - Advantage for indexing:
Google has announced that it will use HTTPS as a ranking factor. Websites with an SSL certificate therefore have an advantage in indexing and can be ranked higher in the search results.
In summary, the SSL certificate is not only a security feature, but also a more important Factor for technical SEO. It promotes the visibility and credibility of a website and should therefore be considered an integral part of any SEO strategy.
Mobile optimization
The optimization of a website for mobile devices has a considerable influence on technical SEO. In a world where more and more users are using Smartphones and tablets access the internet, mobile optimization is essential for search engine optimization. Here are some factors that illustrate how mobile optimization affects technical SEO:
- Mobile-first indexing:
Google now uses mobile-first indexing, which means that the mobile version of a website is used as the main version for indexing and ranking. Websites that are not mobile-optimized can therefore perform worse in the search results. - User experience (UX):
A website optimized for mobile devices offers a better user experience. This includes aspects such as fast loading times, easy navigation and readable content on smaller screens. A positive user experience can lead to longer dwell times, lower bounce rates and a higher interaction rate, all important signals for search engines. - Local SEO:
Mobile optimization is particularly important for local SEO, as many local searches are made from mobile devices. A mobile-optimized website can help you to be more visible in local search results.
In summary, mobile optimization is essential for technical SEO. It not only influences search engine rankings, but also the overall user experience, which ultimately determines a website's performance in search results.
In our digital age, it is essential, a technical to have a flawless websiteto be successful in the search engines. Even the highest quality content and best-in-class products cannot reach their full potential if the technical foundation of your website is not optimized. In a highly competitive environment, this can be crucial to achieving a good ranking. Therefore, it is of great importance that your website fulfills all technical SEO criteria and is optimally set up.
Through regular technical SEO analyses ensure that your site functions smoothly. These analyses ensure that your website is effectively reached, read and indexed by search engines and offers your users a pleasant and clear user experience.
A technical SEO analysis is important in many aspects for your Online success relevant and should therefore be carried out regularly.
These are just some of the ways in which you can optimize your website yourself through technical SEO measures.
Please feel free to contact usIf you need our support in this area, we would be happy to discuss it with you, how your website can be improved through SEO measures.