Technical SEO Audit Checklist

Crawling and robots rules

Start by reading robots.txt at the root of the domain. It should allow the sections you want ranked and disallow only admin, cart, internal search and similar. A surprising number of sites still carry a disallow-all rule left over from staging. Then run a crawler such as Screaming Frog's free tier from the homepage and compare the pages it finds with the pages you expect: anything missing is not linked from anywhere reachable, which means Google will rarely find it either. Check crawl depth; important pages more than three or four clicks from the homepage need better internal linking. Finally, confirm the site returns proper status codes: pages that exist return 200, removed pages return 404 or 410, moved pages return a 301 to the new address.

• robots.txt allows the sections you want ranked; no leftover disallow-all from staging.
• Every important page is reachable through internal links within three or four clicks.
• No crawl traps: infinite calendars, faceted filters generating endless URLs, session IDs in links.
• Status codes correct: 200 for live, 301 for moved, 404 or 410 for removed; no soft 404s.

Indexing and sitemaps

Crawlable is not the same as indexable. A page can be reached and still carry a noindex tag, be blocked by an X-Robots-Tag header, or be excluded because Google judged it a duplicate. Open Search Console's Pages report and read the reasons for every excluded URL. Some are correct: cart pages, filtered views, thank-you pages. Others are lost revenue: a product category noindexed by a plugin default, or a new landing page that Google discovered but has not indexed because nothing links to it. Then check the XML sitemap. It should be submitted in Search Console, list only canonical URLs that return 200 and are meant to be indexed, and update automatically when content changes.

Canonicals and duplicates

Most sites publish the same content at several addresses without meaning to: with and without www, with and without a trailing slash, with tracking parameters, in http and https, and, for webshops, the same product under several categories. Search engines have to pick one, and if you do not tell them, they may pick badly and split the ranking signals between versions. Every page should carry a canonical tag pointing to its one true URL, and the alternatives should redirect there where possible. For Swedish and English versions, use hreflang tags so each language ranks in the right market instead of competing with itself.

Structured data

Structured data is a small block of JSON in the page that tells search engines what the page is about in a machine-readable way: an organisation with its address and opening hours, a product with price and availability, an article with author and date, a FAQ, a local business. It does not raise rankings by itself; it makes results richer and more likely to be clicked, and it helps AI-driven search features understand the page. Validate every type with Google's Rich Results Test and fix errors and warnings. Mark up only what is visible on the page; marking up reviews you do not show or prices you do not charge is a policy violation.

• Organization or LocalBusiness on the homepage with name, address, phone, opening hours and org number where relevant.
• Product with price in SEK, availability and, if genuine, aggregate rating on product pages.
• Article or BlogPosting with date published and modified on guides and news.
• BreadcrumbList on any site with more than two levels; FAQPage only where the questions are visible.

Speed and mobile

Google indexes the mobile version of your site and uses Core Web Vitals from real visitors as one ranking input. Run PageSpeed Insights on the homepage, a category page and a detail page, on mobile, and read the field data section first: that is real users. Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift each have a pass threshold; failing pages are listed in Search Console. The fixes are the familiar ones: compressed and correctly sized images, fonts that do not block rendering, scripts loaded after content, caching and a content delivery network. Then check mobile usability by hand: tap targets, text size, menus and forms on a real phone. A page that passes the metrics but has a menu nobody can open on a phone still loses the visit.

When you do not need a technical audit: a small site on a well-maintained platform, with a handful of pages, a clean Search Console and no recent redesign, usually has nothing here worth paying for; spend on content and local presence instead. The audit earns its fee after a migration or redesign, on webshops with many URLs, on sites with a sudden traffic drop and on anything with custom code. That is the scope of our SEO audit and technical fix, which finishes with the fixes applied rather than a report. Measurement on the paid side is covered in Meta Pixel and Conversions API setup. Which you need is a short call.

• SEO audit and technical fixThis checklist run on your site by us, with the fixes implemented, not just listed.
• Website performance and SEO optimisationWhen the audit shows speed is the main blocker.
• Book a free 15-minute callGive us the domain; we run the first three checks live and tell you whether an audit is worth it.

Frequently asked questions