The Ins and Outs of Technical SEO Audit Service for B2B: Marketechy’s Guide
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The Ins and Outs of Technical SEO Audit Service for B2B: Marketechy’s Guide

Publish date
January 31, 2024
Team Marketechy
Whenever your commercial website underperforms in one of these aspects, it’s a sure sign that you need a qualified technical SEO audit service.
Table of contents

Crawlability, indexability, and ranking growth – all these aspects heavily depend on tech SEO requirements. Thus, whenever your commercial website underperforms in one of these aspects, it’s a sure sign that you need a qualified technical SEO audit service.

These days, full-service digital marketing agencies cater to a wide range of clients’ needs. But today, we’ll explain why a tech SEO audit is usually a start for any SEO strategy, what it should include, and the necessary steps, as well as share our own approach to technical SEO audit service.

What Is a Technical SEO Audit Service?

Technical SEO audit service is about orchestrating the core tech SEO aspects to eliminate SEO issues and errors to ensure sustained website visibility & growth in search results.

Tech SEO issues can derail your entire SEO efforts as those undermine the primary conditions of its sustainable performance in SERP. Missing pages, incorrect redirect paths, duplicated content, and more – all these technical errors confuse search engines and users, making it impossible for them to map the coherent structure of the website.

To achieve sustainable SEO performance, a comprehensive examination scenario should include:

  • Revealing tech SEO issues and understanding their impact
  • Benchmarking the current website conditions and performance
  • Analyzing relevant SEO metrics and performance reports to evaluate the outcomes of post-audit improvements
  • Prioritizing the troubleshooting tasks and making decisions on the best approach to deal with them
  • Providing recommendations to web developers on how to fix them.

Ideally, it’s recommended to re-run a tech SEO audit periodically or out-of-schedule (in case recent updates from Google demand new tech SEO practices).

Which SEO Audit Elements to Examine and How Often Should You Perform an Audit?

Tech SEO audits primarily aim to reveal flaws and incompleteness in websites that underlie a smooth SEO performance. Those tech aspects mainly allow search engine bots to crawl and index a website’s code seamlessly. However, there’s no strict line between optimization requirements for better crawling and user experience. At Marketechy, for example, a comprehensive technical SEO audit service considers both sides.

For instance, the haphazard implementation of 301 redirects hurts both. On the one hand, it might confuse users as they see that the landing page URL and contents don’t match the SERP snippet. On the other hand, webmasters might unintentionally create a 301 redirect chain. Those significantly slow down page load and eat up quite a chunk of a crawl budget.

13 Key Tech SEO Elements to Inspect

At Marketechy, we conduct technical SEO audit services to identify all tech-related SEO issues. Our reports include actionable conclusions and set the priority and recommendations for resolving each matter.

Website Structure and Architecture

Revising the website structure helps to understand a logical site hierarchy to properly re-organize and cross-link the pages if needed. While the website structure might seem an easy deal and nothing special for websites with 10-20 pages, many B2B websites have a plethora of supported or long-forgotten subdomains, separate landing pages, articles or guides & documentation hosted outside of the main website, and connected (or not) via a complicated, chaotic, and often random cross-linking approach. Making heads and tails out of this, setting up proper subfolders and subdomains categorization with clear connections, and removing the outdated chunks of the website will result in immediate performance improvements.

A well-laid site structure will allow users and crawlers to navigate seamlessly and simplify the website’s further development.

The URL Structure

The URLs must reflect the consistency of your site hierarchy. It is fulfilled by strict order: domain.com/category/subcategory/item. Ideally, we recommend going no deeper than level 4 in the crawl depth for the Resources part of the website (articles, media, videos, etc.), and no deeper than level 3 for the key website pages (features, use cases, services, etc.). It’s also recommended to have your target keyword for the page in question as a part of the URL. 

If you run a multi-language website or have a regional subdomain, your URL structure should reflect that: domain.uk or domain.de; doman.com/en/ or domain.com/de/. 

Mobile Usability

Technical SEO audit service relies on general mobile usability testing. Google Search Console (GSC) used to have dedicated Mobile Usability reports with insights on key areas for improvement. These reports flagged the issues related to incorrect display of adaptive layouts, overlapped or cropped clickable elements, etc.

For the time being, Mobile Usability is unavailable in the GSC admin panel. However, webmasters can still detect the majority of mobile usability issues with Google Lighthouse.

Page Speed Insights Metrics

Google's Page Speed Insights benchmark provides essential insights into improving user experience. But most importantly, these metrics are confirmed Google ranking factors.

Specifically, since the update of June 2018, page speed define rankings for search results and Google Ads displayed on mobile devices. The update of June 2021 established Page Experience Signal as a ranking factor. This multifactorial signal encompasses mobile friendliness, browsing security requirements, and Core Web Vitals metrics.

Robots.txt and Meta Robots Directives

Robots.txt and meta robots tags determine the instructions for crawlers, so they won’t scan non-essential content and take it to the Google search index. Previously, we explained how to adjust these tech SEO features within the Webflow admin panel.


Typically, site builders would automatically generate sitemap files containing all indexable web pages. Re-sending Sitemap.xml through Google Search Console for recrawl is common when webmasters need to update search engines on SEO enhancements.

Note that sitmap.xml must be thoroughly revised before submission. It must contain only:

  • Canonical URL
  • URLs allowed by robots.txt and robots meta tags
  • URLs that return 200 response codes.

HTTPS Protocol 

Maintaining your SSL certificate up-to-date is paramount as it’s a confirmed Google ranking factor. 

HTTP Response Status Codes

During an audit, we’re primarily interested in detecting pages with 3xx, 4xx, and 5xx status codes. Those indicate redirected, missing, or non-responding due to server issues pages.

Duplicated Content

Webpage content might duplicate another one wholly or partially. The duplication is usually caused by incorrect canonicalization or the absence of sitewide 301 between HTTP and HTTPS versions and URLs with and without www. Prefix.

Missing/Duplicated Metatags

Duplicate and missing meta titles and meta descriptions  influence search click-through rates directly and heavily impact page’s visibility and keyword ranking. This is a less technical and easy to fix SEO element from the content perspective. We recommend to keep it high on your priority fixes list as implementing proper metatags with carefully selected keywords will bring you immediate positive results.

Missing/Duplicated ALT Attribute Texts

Missing alt attribute texts are also worth working on. Brand logos, infographics, and live photos will feature visual search results thanks to relevant ALT descriptions. Thus, you’ll have additional search visibility and bring in more site visitors.

Canonical Tags

Rel= “canonical” attribute instructs search engines on which of duplicated or partially duplicated pages is the primary. By doing so, SEO specialists prevent these non-essential pages from indexation. 

Eventually, canonicalization minimizes keyword cannibalization risks when webpages compete for the same rankings as their content is wholly or nearly identical.

Structured Data Markup

Schema markup code informs search crawlers on the type of the webpage content and its purpose. Inspecting and correcting a structured data markup increases the chances that your web pages will make it to featured and rich snippets. Schema implementation is vital for winning higher search visibility and click-throughs.

How Often Should You Run Tech SEO Audits?

The rule of thumb is to perform comprehensive SEO audits at least twice a year. Larger websites like business portals with lots of subdomains demand more frequent checks, and it's normal to audit them four times a year.

The truth is that webmasters often conduct tech audits off-schedule. Any technical SEO audit service provider would recommend re-running audits depending on performance monitoring history, reports from GSC and SEO tools, and recent rollouts of Google updates.

That said, there are definite markers you must consider to plan scheduled tech SEO audits and recognize when you need to run one off-schedule:

  • Global Updates of website architecture and URL structure
  • Massive rollouts of new content
  • Suspicious crawl stats from GSC
  • Leveling up with industry’s average benchmarks
  • Seasonal SEO fluctuations.

5 Tools for Technical SEO Audit Service and the Marketechy Team’s Approach

Examining tech SEO vitals should be consistent when launching the newly built website or requesting a re-crawl after migration. Note, however, that in most SEO audit tools (Semrush, Screaming Frog, DeepCrawl, Ahrefs, etc.), you can customize crawler settings to include/exclude parameters optionally. That's fairly convenient if you split-task troubleshooting or need to double-check some particular tech SEO vitals after a while.

Also, note that using just one tool is insufficient for a comprehensive tech SEO audit. First, different tools have their own ‘specialization’ and might catch different errors. Second, some areas, like website architecture, usually require additional manual checks, and specific Google tools would additionally verify page speed insights.

#1. Google Tools Suite

Analytics 4

The most important GA4 reports for your SEO audit are Acquisition and Engagement. The first one informs the SEO team on how organic users get to your website, and the second shows users' interactions with the website.

Engagement report in Google Analytics 4 - screenshot
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The enhanced functionality of GA4 custom event tracking provides a holistic view of the user journey, connecting SERP click-throughs with on-page engagement and specific conversions. Basically, Events now indicate goals fulfilled instead of Conversions, as in the good old days of Universal Analytics.

Events report in Google Analytics 4 - screenshot

Such advanced tracking and detailed exploration views make audience attribution much clearer. That’s crucial because, as technical SEO audit service providers, we want to gauge the impact of tech SEO improvements and know how they contribute to conversions and revenue.

Google Search Console

GSC is a comprehensive toolkit for inspecting and improving fundamental tech SEO aspects. Most importantly, it reveals global and page-specific issues demanding troubleshooting.


Checking a Crawl Stats report is a common practice for recently launched or migrated websites. We can access it in Settings > Crawl Stats.

Crawl Stats report in Google Search Console - screenshot

Here, we primarily look at Total craw requests and Total download size trends. These regular spikes prove that Googlebot continues to access and fetch the website’s content over time, which is healthy.

If we return to the Settings screen, we can check the robots.txt status. We’ll get a detailed report on warnings and issues detected when robots.txt was fetched last time by clicking on it.

Robots.txt issues report in Google Search Console - screenshot


Indexing section contains Pages Sitemap and Removals tabs. If we get to Pages and scroll down a bit, we’ll see what indexation issues need troubleshooting: 404 pages, pages without user-selected canonicals, etc.

Indexing section in Google Search Console - screenshot

If we click on each issue, we’ll get to the list of flawed pages and then select each URL for additional inspection.

Page indexing issue specification in Google Search Console - screenshot

On the Sitemap tab, we can manually submit corrected sitemaps in case we need to rectify poor website indexing right away.

Sitemap issues report in Google Search Console - screenshot

Page Experience Reports

Here, we can access such essential tech SEO reports on Core Web Vitals and HTTPS pages.

GCS allows us to check overall page load health for both mobile and desktop website versions. Let’s open a report on mobile performance to see why all the pages are labeled “poor”.

Core Web Vitals report in Google Search Console - screenshot

Google points out excessive Cumulative Layout Shift value:

Core Web Vitals issues discovered in Google Search Console - screenshot

And the already mentioned Google PageSpeed Insights and Google Lighthouse, of course.

#2. Hotjar

Heat mapping and scroll depth measuring on-page behavior gives us a clue on how exactly organic visitors interact when they land on a client’s website. Hotjar provides rich analytics on mobile and desktop users. It’s a must-have for gauging and analyzing the efficiency of UI improvements, which can also guide tech SEO moves like working on internal linking and mobile usability.

#3. ScreamingFrog

ScreamingFrog is a desktop crawl-based tech SEO audit tool with unlimited website crawl capacity in paid version. The tool is adjustable for local and case-specific crawls.

To start the crawl, feed a URL list to the Screaming Frog crawler and set Include/Exclude rules to restrict crawl to a particular category or subfolder. We recommend to always pay attention to this setting part, otherwise you could miss some subdomains, and it’s always better to cross-check with sitemap and the website structure. 

Crawler mode selection in Screaming Frog - screenshot
Setting Inclusion rule in Screaming Frog - screenshot

If you want to check the response code of internal links or want to collect all redirected URLs, export them in one click from the Bulk Export dropdown menu. It can also extract separate spreadsheets with URLs of pages with Schema markup code, AMP pages, and more.

Bulk URL export options in Screaming Frog - screenshot

#4. Semrush

Semrush’s Site Audit is a versatile toolkit for technical SEO audit service inspections. The main dashboard provides shortcuts to all essential report tables.

Semrush's Site Audit Overview tab – screenshot

The prime benefits of Semrush tech SEO audit functionality are:

  • Adjustable Issues Report. If you open the corresponding tab, you can filter out tech issues by category: crawlability, indexability, duplicated content, meta tag issues, etc.
  • Review of Robot.txt Updates. Semrush’s crawler saves a history of robots.txt. changes, so you can easily backtrack those of them that affected search crawls and indexation.
  • Rich Information on Internal Linking Issues. Plus, Semrush tips on how to correct them. In particular, it shows a benchmark named Internal Link Distribution.

#5. Ahrefs

The Reports in the Ahrefs’ Site Audit tool are divided into 2 main subsections: crawl reports on internal page issues and separate reports on resources (images, JavaScript, and CSS assets).

The HTML tags tab provides a straightforward description of the issues revealed in meta tags, headings, and overall content structure:

HTML tag report in Ahrefs - screenshot

Ahrefs audit tool is a real thing when it comes to customization of the exploration view. That’s fairly convenient when you need to instruct dev team members on a particular group of flawed URLs that demand troubleshooting. Compared to Semrush, Ahrefs has a different approach to Domain Authority evaluation and goes deeper into the backlinks research, while Semrush dashboards and settings provide better visibility and flexibility, as well as some immediate improvement tips.

Data Explorer view customization in Ahrefs - screenshot

The Winnings from a Professional Technical SEO Audit Service

Tech SEO audit, pretty much like everything online businesses do about SEO, isn’t some set-and-forget practice you can manage by going down the checklist. Without a professional technical SEO audit service, it’s easy to end up with inconclusive outcomes and no actionable insights.

Conversely, a seasoned digital agency ensures:

  • Accountability. Each stage of the audit service process is roadmapped and scheduled. The service provider ensures cross-team communication and organizes project milestone reviews as well.
  • Purposefulness. Technical SEO audit service is goal-oriented. Vendors ensure that improvements based on it will contribute to your business and marketing success.
  • Technological edge. The top-tier SEO tech stack ensures maximum precision and productivity when combined with experienced staff.

Maximize the Tech SEO Audit Outcomes – Apply for Marketechy’s Assistance

Request a technical SEO audit service to save your precious time and maximize organic traffic gains. Marketechy’s team is here to inspect and fine-tune your website’s tech SEO vitals.

Ready to grow your online presence and quality leads? Drop us a line!