By Zieliński Jerzy

How do we do an SEO technical audit?

The SEO technical audit is a key tool in diagnosing and optimizing sites for search engines, especially Google. Understanding what an SEO audit is and how to conduct it effectively is essential if you don’t want to fall behind your competitors. In this article, I’ll take a step-by-step look at how to conduct an SEO audit, especially targeting an online store.

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What is an SEO technical audit?

An SEO technical audit is a comprehensive analysis of a website to identify problems affecting its search engine position, and then – to propose solutions. The audit covers a wide spectrum of elements, from URL structure to loading speed to content quality and backlink profile.

Why is an SEO technical audit so important?

Good search engine visibility means more traffic to the site, and thus potentially higher revenues. Irregularities such as code errors, poor information architecture, or slow loading pages can negatively affect rankings. An SEO technical audit helps detect and fix these problems.

Steps of an SEO technical audit

For an audit to be complete and provide comprehensive information, it should consist of several stages.

Tool preparation

To conduct an SEO audit of an online store, you need the right tools. Among them, the key ones will be: Google Analytics, Google Search Console, specialized SEO auditing software such as Screaming Frog, SEO Spider, backlink analysis tools such as. Ahrefs or Majestic.

Indexation analysis

We start by checking which pages are indexed by Google. This can be done using Google Search Console or by typing the query “” into the search engine. This will tell us whether all relevant pages are visible to Google, and whether there are any pages in the index that should be hidden.

Check access and loading speed

Next, check the robots.txt file to make sure it is not blocking important resources from search engine robots. Then, using
Google PageSpeed Insights
or similar tools, we analyze the loading speed of the page, which is one of the ranking factors.

Evaluation of URL structure

Well-designed URLs are crucial for SEO. They should be short, logical and contain keywords. The audit will help detect any imperfections, such as URLs that are too long, unnecessary parameters or inconsistencies.

Analysis of titles and metadata

Page titles (
title tags
) and metadata (
meta description
) are important for both search engines and users. They should be unique for each page and include keywords. An SEO audit of an online store should reveal duplicates, deficiencies and other related problems.

Content optimization

The next step is to analyze the quality of the content. Unique, valuable and well-optimized content is the foundation of effective SEO. The audit should point out duplicate content, excessive keyword saturation (
keyword stuffing
) and other content-related problems.

Internal link analysis

Internal linking helps Google understand the structure of a page and distribute SEO value among individual pages. In this step, we check that all important pages are properly linked and that there are no “dead links” leading to non-existent pages.

Backlink analysis

The backlink profile has a major impact on rankings. Tools like Ahrefs or Majestic will allow you to assess what domains are linking to your site, with what strength and how. They also search for potentially harmful links that could expose the site to search engine filters.

Recommendations and action plan

Finally, after collecting and analyzing the data, develop a detailed action plan. It should include prioritized tasks to be completed, such as improving page loading speed, removing duplicate content, or repairing broken links.

You already know what an SEO audit is all about. It’s a complicated process, but essential to the effectiveness of any website. It not only helps increase visibility in search results, but also improves the overall user experience. For an online store, this is all the more important because it directly translates into conversions and sales. Remember that SEO is an ongoing process, and a technical audit should be conducted regularly to reassure the site owner that the site is not losing its position in the dynamically changing Internet environment.

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