An example of the technical site audit, 13 points of audit

Technical audit of the site is my main job, and the fact that most of all I love to do. Here is an example of the technical audit.

This is not an exhaustive audit of the site. This audit contains approximately 30% of the information on the audits, which I usually do.

1. Organic traffic, keywords

In USA a website is visible by 192 keywords.

Keyword rankings

Many pages on the site ranked by keywords.

Top pages in Google

2. Backlinks

The site has inbound links. For the successful promotion you need more links. For the successful promotion number of incoming links should gradually grow.

Baclink trand

Incoming links have good anchors and they are essential for the full SEO promotion.

Top Anchors

There are links with anchor text «design development and marketing» but there are no pages optimized for this keywords on the site.

Main backlink donors here are China and Russia. For the successful promotion we need more backlinks from websites hosted in the USA.

Baclink donor region

3. Site loading speed (desktop, mobile)

The site speed is good.

Website speed problem

There is some problem with hosting. The first byte must be loaded for 0.3 – 0.4 seconds instead of 0.6 – 0.7 as it is now.

4. Sitemap

Because of incorrect settings, site map addresses () and redirects users to the home page.

Setemap.xml response code problem

5. Robots.txt

The robots.txt file is not configured correctly, and Google doesn’t index unique pages. It must be configured for correct site indexing.

Tag pages in Google index

6. Indexed pages

Google has indexed 128 pages on the site.

7. Redirects

It is necessary to make a redirect from http to https protocol.

There are pages that has response code 301. And these 301 pages have internal links. Links should point to 200 pages instead (of 301) pages.

The example of 301 pages that have incoming links.

  1. http://www.smashurbanmedia.com/category/blog/ redirect to http://www.smashurbanmedia.com/blog/

Links to this page

From URL Anchor Text
http://www.smashurbanmedia.com/ BLOG
  1. http://www.smashurbanmedia.com/category/blog/culture redirect to http://www.smashurbanmedia.com/

Link to this page

From URL Anchor Text
http://www.smashurbanmedia.com/ CULTURE
  1. http://smashurbanmedia.com/project/taylor-swift/ redirect to http://www.smashurbanmedia.com/project/taylor-swift/

Link to this page

From URL Anchor Text URL Source View
http://www.smashurbanmedia.com/  None http://smashurbanmedia.com/project/taylor-swift/
  1. http://www.smashurbanmedia.com/project/music-meets-fashion redirect to http://www.smashurbanmedia.com/project/music-meets-fashion/

Link to this page

From URL Anchor Text URL Source View
http://www.smashurbanmedia.com/ http://www.smashurbanmedia.com/project/music-meets-fashion
  1. http://www.smashurbanmedia.com/blog/amazing-theater-cities-arent-nyc/ redirect to http://www.smashurbanmedia.com/blog/theater/amazing-theater-cities-arent-nyc/

Link to this page

From URL Anchor Text
http://www.smashurbanmedia.com/blog/theater/prepare-broadway-show/ amazing theater cities
  1. http://smashurbanmedia.com/ redirect to http://www.smashurbanmedia.com/

Link to this page

From URL Anchor Text
http://www.smashurbanmedia.com/blog/entertainment/social-media-choosing-your-outlet/ Smash Urban Media
http://www.smashurbanmedia.com/blog/technology/what-makes-a-website-great/ Smash Urban Media
http://www.smashurbanmedia.com/blog/entertainment/bass6-breaking-down-the-beats/ Smash Urban Media
http://www.smashurbanmedia.com/blog/design/matthew-pettit-an-illustrated-life/ Smash Urban Media
http://www.smashurbanmedia.com/blog/entertainment/setting-up-a-business-in-the-entertainment-industry/ Smash Urban Media
http://www.smashurbanmedia.com/blog/entertainment/setting-up-a-business-in-the-entertainment-industry/ Smash Urban Media
http://www.smashurbanmedia.com/blog/business/steps-to-becoming-a-self-published-author/ Visit our website
http://www.smashurbanmedia.com/blog/entertainment/how-to-present-your-portfolio/ Smash Urban Media
http://www.smashurbanmedia.com/blog/entertainment/how-to-stay-current-in-the-entertainment-industry/ getting help with your website, media and marketing
http://www.smashurbanmedia.com/blog/entertainment/staying-grounded-in-the-entertainment-industry/ Smash Urban Media
http://www.smashurbanmedia.com/blog/entertainment/5-ways-to-get-the-entertainment-industrys-attention/ creating an accessible and impressive website
http://www.smashurbanmedia.com/blog/entertainment/5-ways-to-get-the-entertainment-industrys-attention/ visit our website
  1. http://smashurbanmedia.com/steps-to-becoming-an-illustrator/ redirect to http://www.smashurbanmedia.com/

Link to this page

From URL Anchor Text
http://www.smashurbanmedia.com/blog/design/matthew-pettit-an-illustrated-life/ ‘Steps to Becoming an Illustrator’

8. 404 pages

The 404 page doesn’t work for error-pages of the site. The site is triggered to redirect users to home page from all 301 error site urls (like http://www.smashurbanmedia.com/sfgwtrydfgdf).

9. Content duplication

This part of the content from the Homepage, duplicates the content from the following pages:
https://www.agencyspotter.com/sum
https://vendordb.com/smash-urban-media/
http://adage.com/lookbook/listing/smash-urban-media/16523

Duplicate content

10. Metainformation

Title
Title is the most important SEO tag. Title should be informative to describe the page. The site has many pages with not informative Title.

URL Title
http://www.smashurbanmedia.com/culture/ Culture
http://www.smashurbanmedia.com/portfolio/ Portfolio
http://www.smashurbanmedia.com/project/dj-khaled/ DJ Khaled
http://www.smashurbanmedia.com/project/gym/ G Y M

Description
There are pages with empty tag Deskription. For these pages, you need to develop a unique tag Deskription.

http://www.smashurbanmedia.com/blog/
http://www.smashurbanmedia.com/blog/apps/
http://www.smashurbanmedia.com/blog/arts/
http://www.smashurbanmedia.com/blog/branding/
http://www.smashurbanmedia.com/blog/business/
http://www.smashurbanmedia.com/blog/career/
http://www.smashurbanmedia.com/blog/celebrity/
http://www.smashurbanmedia.com/blog/design/
http://www.smashurbanmedia.com/blog/entertainment/
http://www.smashurbanmedia.com/blog/fashion/

Fashion Week Tech


http://www.smashurbanmedia.com/blog/film/
http://www.smashurbanmedia.com/blog/lifestyle/
http://www.smashurbanmedia.com/blog/marketing/
http://www.smashurbanmedia.com/blog/movies-tv/
http://www.smashurbanmedia.com/blog/music/
http://www.smashurbanmedia.com/blog/news/
http://www.smashurbanmedia.com/blog/photography/
http://www.smashurbanmedia.com/blog/seo/
http://www.smashurbanmedia.com/blog/social-media/
http://www.smashurbanmedia.com/blog/technology/
http://www.smashurbanmedia.com/blog/theater/

5 Things that Make a Broadway Show Great!


http://www.smashurbanmedia.com/blog/web/

H1
H1 is an important SEO tag. There should be at least 1 H1 tag on each page. More than 1 H1 tag is an error as well as no H1 tag at all.
On project pages – ( for example) and on blog posts ( for example) H1 tag is missing.

Thus, on page 59 there is no tag H1.

11. Images

Images, with size more than 300 bytes, slow down loading pages.

Full list of images with empty tag Alt is in the attached Excel file.

12. Design, Internal links

Scoring design or long landing page is not always the best option for design. It is necessary to conduct an A / B testing to determine which version of the design has higher conversion rates.

The pages that have more internal links are promoted the most. Here is the list of pages that have the greater number of internal links. We should investigate, whether all the categories should have the same number of internal links.

You should have more internal links to pages that you promote and that are converted by clients.

Those pages that have more internal links are more easily promoted in Google Search. Here is the list of pages that have the greater number of internal links. It is necessary to find out whether all important pages have enough incoming links.

It is necessary to put more internal links on the pages that you are promoting in the search and that are bringing you conversion.

13. Different Technical Recommendations

The list of pages with non-unique content, which must be removed from the site.

Technical code
http://www.smashurbanmedia.com/wp-json

Feeds
(And other pages with prefix /feed/)
http://www.smashurbanmedia.com/feed/

Archives
http://www.smashurbanmedia.com/2015/
http://www.smashurbanmedia.com/2016/

An example of the technical site audit, 13 points of audit
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