The position of a site in the main search engines depends on two components:

1. the uniqueness and usefulness of the content, the degree of content, semantic load, accessibility and clarity of site management – all this is included in the “customer convenience” characteristic, which is verified by an audit of site usability and AV testing of the interface;

2. the technical structure of the site – how the site will behave in the ratings of the main search engines directly depends on this item, the website can be wonderful, but there will be little sense from this if no one finds it due to its location on the n-th page of search engines here the technical audit of the site comes to the rescue.

The technical audit of the site focuses on the second point. What specific problems can arise in this area? Some of the most common:

• Broken links;

• non-existent links;

• redirecting links leading to SPAM and infected sites;

• mismatch of page URL and URL of links;

• multiple duplication of pages when indexing them in search engines;

• insufficient indexing of pages in search engines (a problem that needs to be solved is a situation when more than 40% of the actual pages of the site are not indexed);

• changing the status of pages;

• identical page titles;

• slow work of the hosting provider, when the hosting is loaded for more than 3 seconds, and much more.

Speed ​​characteristics

Sometimes a technical website audit is confused with an SEO audit. This is not surprising, since the ultimate goal of both is to improve the position of the site in the search engines. But these are still different things. SEO audit involves working with the semantic core of the site and keywords, as well as checking the functioning of the server. However, a technical website audit and an SEO audit have many points of contact. For example, the speed of building a website page by a server. A time of less than 1 second is considered acceptable. The speed analysis in this case can be done independently:

• use of external software tools – Google PageSpeed ​​Insights, Web Page Performance Test, GTmetrix, Load Impact (there is no qualitative difference between the listed “tools”);

• content management system (CMS), as a rule, contains built-in resources for determining the speed of page loading (present in Joomla !, 1C bitrix);

• professional programs for web applications, such as XHProf, XDebug, or DBG, but to fully work with them you need the skills of a professional programmer or IT specialist.

However, you should only start proceedings at site speed:

• with regular customer complaints about the slow operation of the resource;

• Google metrics indicate a large number of refusals;

• the site began to lose ground in competition with similar resources.