Are you looking for a Technical SEO Consultant?

This page outlines the approach, pricing and a list of items covered within a standard Technical SEO Audit.
If you’re looking for SEO consultancy (in London or anywhere in the world), let’s speak.

What’s covered

Below is a standard technical SEO checklist used by most SEOs that I also add a few special aspects that I don’t mention here:

Site Architecture

Canonical URLs (Best Page Addresses)

  • Access to pages on domain (www vs. non-www)
  • Home Page linking consistency
  • Capitalization/Lower Case (capitals in domain name ok, in folders and files a potential problem)
  • Canonical Link Elements
  • Rel Prev/Next link elements for paginated pages?
  • Internal Redirects (internal 301 redirects avoided)

Robots.txt File

  • Correctly formatted
  • Includes all it should (including cart pages, email referral pages, login pages)
  • Includes link to XML sitemap or XML Sitemap Index

Meta robots noindex/nofollow

  • Used appropriately

Category/Site Structure (URLS and Information Architecture)

  • Unique and User Friendly
  • Use of appropriate category and sub-category link structure

Choosing File Names

  • Uses hyphens as word separators
  • Unique
  • voids keyword stuffing
  • If file names to be changed, links on site changed, and 301s set up for external visitors

Custom Error Page

  • Sends proper 404 code status
  • No soft 404s
  • Helpful to visitor (navigation, directories, search)

HTML Sitemap

  • Organized into user friendly and user oriented categories
  • Provides links to most important pages
  • Avoids using too many links
  • Doesn’t include 404s or links that redirect internally

XML Sitemap

  • Properly formatted (XML proper encoding)
  • Uses only canonicals
  • No 404s and no internally redirected pages
  • Submitted to GWT and Bing Tools

Technical/Server Issues

OS/Server/CMS/Catalogue Considerations

Server Status: Messages 200, 300, 400, 500

Secure Server | HTTPS Protocol

  • No error messages
  • No https bleed-over to pages that aren’t supposed to be https
  • No certificate authority errors

Search Friendly Links

  • All links to be indexed reachable by text-based links or “href” and “src”.

Broken and Redirected Links

  • Broken links identify, links removed or replaced
  • All 301 redirected links replaced with direct links

External Links

  • Checked for broken links and redirects and replaced where appropriate
  • Pages linked to checked for repurposed content

Duplicated Content

  • Internally (see canonical section above)
  • Mirrors identified and disallowed/noindexed as appropriate


  • Can pages be navigated with javascript disabled? If not, are URLs for pages accessible in HTML code with “href” and “src”?
  • If Ajax is necessary, is Google’s hashbang approach used?

Dynamic Pages

  • Avoid session IDs in URLs
  • Avoid excessive multiple data parameters in URLs
  • Avoid excessive processor calls
  • Avoid calls to multiple servers as much as possible
  • Avoid keyword insertion pages (pages were the content is substantially the same except for keywords that are inserted into the pages).

Page Load Times

  • Images compressed for right dimensions and for file sizes?
  • GZIP or Deflate used?
  • Other Page Speed considerations

The Cost

Technical SEO Audit takes between 30 and 40 hours, depending on the depth of certain issues.

The audit comes with 5 hours of consultancy time for communicating the issues and reaching the most appropriate solution.

Link audits

Link audits are a necessity these days – any site in any vertical can be hit by an algorithm – whether it’s for the right or wrong reasons.

I’ve recovered a number (I can’t reveal examples due to prior NDAs signed on these projects) of sites from Penguin related penalties – manual and algorithm related.

Why do reconsideration requests get denied?

  • There was no proof provided of work carried out
  • The link database used was not sufficiently robust
  • The reconsideration request was poorly written or didn’t provid enough detail
  • Not enough time left between the requests


From £750 for a basic audit for a very small website to £5,500+ for an advanced package.

Above that there are custom packages for websites with many thousands of linking domains.

What comes with the usual link audit?

  • A list of all your links from most popular link sources, including MajesticSEO
  • Notes on whether a link is toxic or safe
  • Suggested disavow file
  • Suggested format for carrying out link removal

Note: Removing of the links is not included. This is an audit – a research piece, not a whole project of removing your penalty.
I am happy to provide guidance and lead the campaign – but that’s an ongoing process and a separate project.

NewTide Digital Ltd, 86-90 Paul Street, London, EC2A 4NE. Phone: +447455183193 Company Reg: 9685847 VAT: 265 4314 08