Weekly Wisdom with Ross Tavendale: Technical SEO Framework

Technical SEO Framework is a five-step framework that can help you get started with technical SEO in your business. Participants will learn how to implement Technical SEoFulphrancly, and then discuss some case studies of how companies have implemented the framework successfully.


Transcript has been changed.

Hello everyone, and welcome to another round of Weekly Wisdom. In today’s video, we’ll look at a subject that’s near and dear to my heart. We’ll look at how to plan and implement a strategy based on a technical SEO assessment.

I’m sure you’ve already taken my SEMrush Academy site audit course. But now that you know how to utilize all of the tools, we need to figure out a plan for how to deploy them and in what sequence to do so. Today, I’m going to explain how we go about implementing technical SEO tactics in the “Type A” method. This is how we operate at our firm. Other individuals in other agencies will approach it in various ways. This is just the one that works best for us. Let’s get started without further ado.

Overview of the Framework

Let’s have a look at the technological foundation. We purposefully divided it into many sections. Hygiene is the process of repairing very fundamental issues that the crawler need in order to physically reach your website. Are your content silos correctly structured in terms of Organization? In the flow of page rank, look at Page Strength by looking at internal linking. Do you have the right meta information for your website? Is the schema current? Are you getting the proper SERPs pushed at you, languages? Are you showing up in the German SERP, the UK SERP, and the US SERP if you have various languages? Any mixed material, HTTP/HTTPS things, Code and Security Speed is an example of Performance.


And that is the usual sequence in which we carry out our tasks. We can get into more substantive material later if we solve things like cleanliness, Organization, and Page Strength early on. This allows Google to walk through the whole site, see everything that is right, and truly start to grasp what is physically on the page.


What does it signify in terms of hygiene? First and foremost, I’d want to undertake some data collecting. I’d want to view a list of all of our server failures. I’d want to view all of our redirect chains, as well as take a quick glance at the robots file to make sure nothing is blocked or strange is going on. This is apparent in SEMrush’s site audit under the “Issues” page. And here is where you will discover a lot of stuff if you look at all of your faults. For example, we have a lot of 404s, a lot of daisy chain redirects, and other stuff like that. Typically, these would fall under the category of mistakes, and they are high-priority issues that need to be addressed.


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Consider the organization as the process of putting up a website. Even if your website is technically great, if it has a perfectly flat layout with no content silos, ranking for a number of long-tail terms will be very difficult. Let’s pretend you’re a microphone vendor. It’s not very nice if every single product, such as “blue microphone” and “condenser microphone,” and every sort of brand is merely example.com/product. However, if it’s anything like example.com/type/brand/product, we’ll put them in neat silos. It is beneficial to the consumer since clicking onto anything in search after seeing the domain name, brand, and product is fairly natural.

Similarly, when it comes to real search volumes, you shouldn’t assign them the same priority and proximity to the domain’s root. It’s strange to have one large gigantic phrase with 60,000 monthly searches and then a little little term with a hundred monthly searches, but they’re both hanging off the root. That’s what we’re talking about when we say “organization.”

Pages that are orphaned

You will also need to look at things like Pages that are orphaned. An orphan page is essentially something that is not linked to anywhere on the website. You can find these in your site maps and in GA where these pages do exist, but it is just physically impossible to click to them. The way the bot is going to be finding them is through external links. Not ideal, we want to fix that. Also, pay attention to Canonical problems. If you have got an eCommerce site, this is really common.


I enjoy the fact that rel=next and rel=prev are no longer used. What I mean by pagination is that if you have a succession of items and you need to navigate to the next page to access to them, you are using pagination. Many of the goods may be invisible if Google has to cycle through all of that, especially if it is laden with JavaScript. I’d want to check how your pagination works in practice, to ensure that it’s revealing everything appropriately and that we can view all of the site’s pages.

Page Strength

This is a really simple one, yet it is often overlooked. It entails remapping all of your internal connections, for example. Take, for example, the SEMrush page for the phrase “SEO.” 


If none of these SEMrush sites connect to their primary SEO landing page, we should go ahead and build an internal link. Because we can see that Google considers these sites to be the most strong and relevant for that search. As a result, we should presumably utilize it to connect internally. It’s a simple approach to accomplish internal linking, but it’s an excellent gate.

User Experience and Hierarchy

We’d also want to look at your UX and hierarchy, as well as address any broken connections. Now, by UX, I don’t mean “go bother your designers and UX specialists and force them to modify everything.” It’s similar to what we discussed before with regard to content silos. From a search standpoint, having a flat structure is pretty bad, so making sure that everything is correctly structured is a huge one.

Some popular out-of-the-box content management systems, such as WordPress, Magento, and FreeCommerce, are susceptible to this. Such websites include a blog section and a landing page for the blog, but when you click on an article, all you get is example.com/article-name, which is plainly incorrect. We’d want it to be appropriately classified.


I’m sure a lot of you are already acquainted with this. This entails examining your metadata, which includes not just titles and descriptions but also your schema. So go to schema.org to learn about the many kinds of schema you may use on your website. If you’re using WordPress, Yoast takes care of a lot of things for you right out of the box. You may use a tag manager to add it using JSON-LD, which is quite convenient. Also, verify sure your schema is operating, verified, and displayed on the page by using Google’s structured data testing tool.



Your languages would come next. It’s fairly simple. Audit any hreflang issues if you have a multi-language, multi-country website. Just be sure you use the right country and language codes, since here is where a lot of people get confused. Many individuals would choose en-UK as their subfolder to restrict all UK information in British English or UK English; however, this is incorrect. en-GB is the proper code. Make sure you’re using the right code for your language and country variation.


Because making any change inside a company is such a huge issue, we normally leave speed to the very last minute. We give them a briefing straight away, but we don’t expect them to do anything about it for at least nine months since it’s such a significant modification to their website.

Unless it’s a publisher, we’re not very concerned in AMP and similar technologies. Because a publisher’s AMP is visibly large, speed is often overlooked. We utilize a program called Google Lighthouse, which you may access from inside Google Chrome. Press F12 to bring up a Lighthouse Audit, then click “Run audits” to run the audits. It does a basic speed assessment and begins to determine when the first content will appear, when the site will become useable, and when the site will become interactive. In addition, it displays your important rendering route. SEMrush performed well in this regard, and you may use it to determine if you are doing well or badly.


Code and Security

Lastly, but definitely not least, is the Code and Security. This is when we are looking at the HTML, we are looking at the CSS and JavaScript. Typically if you have got a site on WordPress or are using a template, or it is powered by a lot of plugins, there is going to be tons of conflicting code, tons of CSS, tons of JavaScript that just doesn’t get used, page to page.

The most typical one I notice is if you use any kind of Google Maps plugin, which for some reason places it at the template level and loads it on every single page, regardless of whether it includes a map or not. Double-check that you’re not firing code unnecessarily; this can significantly slow down the site and degrade its speed.

Thank you for tuning in to this week’s episode of Weekly Wisdom. I’d love to hear about your own IT audit method in the comments section there and below, but until next time, we’ll see you later.

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