Originally published December 13, 2022 , updated on July 15, 2024

Search engine optimisation (SEO) is a common phrase in digital marketing. It covers everything from finding the right keywords to navigating complex Google algorithms. For such a broad topic, it can be hard to get into the details and understand what SEO actually does. 

While one blog isn’t enough to cover all that SEO includes, let’s dig into one of its most important aspects – Technical SEO. This method involves optimising a website so that search engines can find and rank the site pages more effectively. A technical SEO audit is the process of checking that a website is following the best tactics for search optimisation. 

The best way to understand the ins and outs of technical SEO is to walk through the steps of a technical SEO audit. Here’s a thorough guide to how professional copywriting services conduct a technical SEO audit. 

A Step-by-Step Guide for Technical SEO Audits

1. Crawling and Indexing

Crawling is the process by which search engines find links on web pages and follow them to visit new pages. Indexing, on the other hand, is the storing and cataloguing of crawled websites.

Search engines rank websites through these two processes, and websites earn higher search results ranks with high-quality, frequent content that has backlinks.

Professional copywriting services ensure that a website is easy to crawl and index so that it gets prioritised on search engine results pages (SERPs). They do so through various tactics, including using the Site Audit Tool, robots.txt files, sitemaps, and subdomains. For instance, an XML sitemap is a list of web pages that guides the search engine to crawl a website properly, meaning it’s important to include all indexed pages in the sitemap. A copywriting service provider can inspect sitemaps to make sure they’re valid and error-free. 

2. Site Architecture 

Site Architecture is the organisation of web pages within a particular website. It plays a huge role in user experience and SERP rankings. A well-planned website has a logical and easy-to-navigate structure. It groups web pages in a logical manner that are easily accessible through the navigation menu. An effective website also has web pages with consistent URLs that are connected through internal links in an organic way. 

Professional copywriting services can help optimise website structure so that users and search engine crawlers can quickly find the page they’re looking for. They can create pillar pages and topic clusters to boost a site’s usability and authority. They can also create space in the site architecture to add new pages as and when the website grows. 

3. Canonical Tags 

Sometimes search engines encounter pages with similar content. This can create confusion and lead to indexing issues or an incorrect version showing up in the SERPs. Canonical tags are an extra bit of information that helps search engine bots index the right page. 

A copywriting service provider can identify and fix canonical issues as part of a technical SEO audit. They flag duplicate pages and ensure they have the right canonical tag. They also check that each page is using only one canonical URL and the correct domain protocol (i.e. HTTPS or HTTP).

4. Internal Linking by Professional Copywriting Services

Internal links are links that connect one web page to another page on the same website. A link can be on a navigation menu, in the website content, or even in an image. A common issue with internal linking is that sometimes it takes a high number of clicks to reach a page. Pages that are too deep into a site may not be indexed easily. On the flip side, there are orphaned pages with no links leading to them. Since there’s no access to them, both users and search engines will have trouble finding them. 

Professional copywriting services can help find and fix major issues like these. They can address other internal link problems, such as broken links, incorrect no-follow attributes, and permanent redirects. A copywriting service provider can check to see that appropriate keywords have hyperlinks to relevant pages. This ensures that the user knows exactly what page they will be visiting when they click on an internal link and will also inspire readers to engage more with the website.

5. Site Speed

Site speed is the average speed that it takes a sample set of web pages to load. The faster a web page loads, the better the site speed, and the better its SERP ranking. Google’s PageSpeed Insights Analyser and Core Web Vitals are tools that check site speed metrics. 

There are many ways a copywriting service provider can improve individual page speeds and overall site speed. Optimising images without reducing their quality, compressing HTML, JavaScript, and CSS files, and using browser caching are a few examples.  

6. Mobile-Friendliness Issues Solved by Professional Copywriting Services

Approximately 56% of website traffic occurs on mobile devices. So, optimising websites for mobile phones benefits users as well as search engines. Accelerated mobile pages (AMP) is a Google initiative that stores stripped-down versions of website pages on Google servers, which allows them to load content faster. 

Professional copywriting services can help fix HTML, style and layout, and templating issues in AMPs. A copywriting service provider can also use responsive web design (RWD) to make web pages render well on various devices. 

Let’s Connect for Professional Copywriting Services

Search engine algorithms change regularly, which is why technical website audits should be prioritised every three to six months. This ensures that your website has high SERP rankings and brings in organic website traffic. Many companies turn to professional copywriting services to ensure they get a fast, efficient, and well-visited website. 

Goodman Lantern is a full-service SEO strategy and copywriting service provider. Our team of professional copywriters and SEO strategists work together to run meticulous technical SEO audits and promptly fix errors. Whether you’re a B2B SaaS business in need of SEO copywriting or a finance company looking to improve online visibility, our team can help. Reach out to us today and get one step closer to an exceptional website. 

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