What is a technical SEO audit and how can it benefit your small business?

By Brad Burnham | January 30, 2024

Navigating the ever-changing world of SEO can be complex for anyone — even for experienced SEOs and digital marketers. Understandably, as a small business owner, you may feel a bit lost in the sea of jargon and conflicting information regarding SEO.

Don’t worry — we hear you. And that’s where we come in. At Narwhal Media Group, we specialise in SEO for small businesses, helping you unlock the potential of your online presence sustainably and effectively.

One key tool in your SEO journey is the technical SEO audit. And many small business owners are apprehensive to start with something that sounds so… well, technical. 

Without further ado, let’s explore what a technical SEO audit is and how it can benefit your small business.


What is technical SEO?

Technical SEO refers to optimising the technical aspects of a website to improve its ranking on search engines. It’s the foundation of your site’s SEO strategy, involving aspects like site speed, mobile-friendliness, and indexability. 

Why is technical SEO important? 

Think of your website as a house. No matter how beautiful it is, if the foundation isn’t solid, it won’t stand the test of time. Similarly, without a strong technical SEO foundation, your website might struggle to achieve and maintain high search engine rankings. 

Technical SEO ensures that your site is easily accessible, crawlable, and understandable to search engines, which is vital for small businesses aiming to stand out in the digital landscape and amongst competitors. Want to learn more? Check out our guide to the differences between technical and on-page SEO.


What is a technical SEO audit?

A technical SEO audit is like a health check for your website. It involves a comprehensive assessment of the technical aspects of your site to identify areas that need improvement for better SEO performance. 

This audit covers a range of elements, from site structure and page speed to security and mobile responsiveness. By conducting a technical SEO audit, you gain valuable insights into what’s working well and what’s holding your site back from achieving its full potential in search engine rankings. As a small business, this audit is an essential step in optimising your online presence and improving visibility to your target audience.


How often should you perform a technical SEO audit?

The digital landscape is constantly evolving, and so should your website. We recommend performing a technical SEO audit at least once a year. However, if your site undergoes significant changes, like a redesign or platform shift, it’s wise to conduct an audit immediately following those changes. 

Regular audits ensure that your website keeps up with the latest SEO practices and algorithms. For small businesses, staying on top of these changes can mean the difference between staying hidden in the depths of search engine results or rising to the top where your customers can easily find you.


What metrics should you look out for in a technical SEO audit and why?

During a technical SEO audit, certain aspects and metrics are more crucial than others. 


  • Site speed: Site speed is critical as it impacts user experience and search engine rankings. Faster websites retain users longer and reduce bounce rates, ensuring visitors engage more with your content. Google also prioritises quicker sites in search results, making speed optimisation essential for visibility and user satisfaction.



  • Broken links: Broken links negatively impact user experience and site credibility. They also lead to frustration and may deter visitors from further exploring your site. Regularly fixing broken links improves navigation and user satisfaction, and it also helps search engines crawl your site more effectively, enhancing SEO.


  • Crawl errors: Crawl errors occur when search engines cannot access or index a web page. These errors can prevent pages from appearing in search results, impacting your site’s visibility. Regularly identifying and fixing crawl errors ensures all your content is indexed and searchable, maximising your website’s reach.


  • Duplicate content: Duplicate content can significantly harm your SEO as search engines struggle to identify which version to index and rank. It can also dilute link equity and confuse users. By ensuring that you have unique content across your site, you can enhance search engine trust and user experience, boosting your SEO performance.


  • Structured data: Structured data helps search engines understand and categorise your page content more effectively. It enhances rich snippets in search results, making your pages more attractive and informative to users. Implementing structured data can improve click-through rates and visibility, offering a competitive edge in search engine listings.


Additionally, it’s important to have certificates for security to enhance your website’s search visibility and build a level of trust with your website users. As you can see, each of these elements plays a vital role in how search engines perceive and rank your site. 

When you run a small business, addressing these areas can significantly improve online visibility and your target audience’s user experience of your website. When you act on the feedback from your technical SEO audit, it’s more likely that your website viewers will turn into paying, conversion-making customers. 


How can a technical SEO audit benefit your small business?

A technical SEO audit may seem like a lot of work, especially when you’re just starting out or you have a small team. But it’s a necessity if you want to give your website a chance to shine in the search engine results pages (SERPs). 

By identifying and addressing technical issues, you can significantly improve your website’s search engine rankings. This means more visibility, more traffic, and potentially more customers. 

An audit can also enhance user experience, making it easier for visitors to navigate your site and find what they’re looking for. Arguably and most importantly, a technical SEO audit also helps in building trust with your audience, as a secure and professionally functioning site is more likely to retain visitors. In the digital age, where competition is fierce, a technical SEO audit provides the edge you need to stand out and succeed.


Let us carry out a technical SEO audit for your small business

Technical SEO audits are vital for small businesses looking to improve their online presence and performance. At Narwhal Media Group, we understand the unique challenges small businesses face and we specialise in providing SEO solutions tailored to your needs. 

By letting us conduct a technical SEO audit, we can help unlock your website’s potential, ensuring it’s not just functional and beautiful, but also optimised for success in the digital world.

For more information, check our SEO services and get in touch with our agency team.


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