Start with the search system
A useful technical SEO audit explains how search engines access, render, interpret and prioritise the site. It should connect data from crawlers, server responses, rendered pages, Search Console and the platform itself. A long export of warnings is not a diagnosis.
Crawl access and URL control
Review robots rules, internal links, XML sitemaps, response codes, redirects, parameters and crawl paths together. The question is not whether a rule exists. It is whether important URLs are reachable and unimportant URL combinations are controlled consistently.
Rendering and content parity
Compare source HTML, rendered HTML and the user-visible page. Important copy, links, canonical signals, headings and structured data should remain reliable across the rendering path. JavaScript should enhance the experience without hiding the page's primary meaning.
Indexation and canonical signals
Reconcile the URLs submitted in sitemaps, linked internally, selected as canonical and reported as indexed. Conflicting signals often reveal architecture, template or duplication problems that cannot be fixed with a single tag.
Architecture and internal links
Important pages need logical paths from durable hubs. Inspect depth, orphan pages, repeated navigation, anchor context and the relationship between categories, services, guides and detail pages.
Performance and implementation
Core Web Vitals are part of user experience and should be measured with field data where possible. Recommendations need owners, dependencies, risk, acceptance criteria and a re-test plan. The audit is complete when teams know what to change and how to prove it worked.
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