If your website isn’t ranking as expected, even after optimizing content and building backlinks, the problem could lie beneath the surface—within your technical SEO. While on-page SEO focuses on content and keyword usage, technical SEO ensures that your site is properly structured, crawlable, and user-friendly—three essential pillars for high search engine visibility.
An SEO audit is often the first step toward diagnosing and resolving these hidden performance issues. In this guide, we’ll walk through the most common technical SEO problems and how you can fix them to improve your site’s health and rankings.
1. Slow Page Speed
Why it matters:
Google prioritizes websites that load quickly, especially on mobile devices. A slow website increases bounce rates, frustrates users, and reduces your chances of ranking on page one.
How to fix it:
- Compress images using tools like TinyPNG or ShortPixel.
- Minify CSS, JavaScript, and HTML files.
- Use a content delivery network (CDN) to serve content faster.
- Enable browser caching and GZIP compression.
LSI keywords: Core Web Vitals, site performance, page load time, mobile-first indexing.
2. Broken Internal Links
Why it matters:
Broken links disrupt the user journey and confuse search engines. They create crawl errors and reduce your website’s authority.
How to fix it:
- Use tools like Screaming Frog or Ahrefs to detect broken links.
- Update URLs or remove dead links completely.
- Set up 301 redirects for removed pages with valuable backlinks.
LSI keywords: crawl errors, dead links, 404 errors, site structure.
3. Duplicate Content
Why it matters:
Duplicate content can confuse search engines about which version to index, potentially diluting your ranking signals.
How to fix it:
- Identify duplicates using tools like Siteliner or Copyscape.
- Use canonical tags to indicate the preferred version of a page.
- Consolidate similar content into one authoritative page when possible.
LSI keywords: canonical URL, content redundancy, content duplication, rel=canonical.
4. Poor Mobile Optimization
Why it matters:
With Google’s mobile-first indexing, your site’s mobile performance directly impacts your overall rankings. A desktop-optimized site alone is no longer sufficient.
How to fix it:
- Implement responsive design.
- Eliminate intrusive interstitials/pop-ups on mobile.
- Use Google’s Mobile-Friendly Test to check usability.
LSI keywords: mobile responsiveness, user experience, mobile usability, mobile SEO.
5. Missing or Incorrect Robots.txt File
Why it matters:
The robots.txt file tells search engines what they can and cannot crawl. Misconfigurations can block essential pages or resources from being indexed.
How to fix it:
- Use tools like Google Search Console to check crawl stats.
- Ensure your robots.txt file doesn’t unintentionally disallow important content.
- Allow CSS and JS files if they’re needed for rendering.
LSI keywords: crawlability, robots directives, disallow rules, site indexing.
6. Not Using HTTPS
Why it matters:
Security is a ranking factor. If your website still runs on HTTP, Google considers it “not secure,” which can deter visitors and harm rankings.
How to fix it:
- Purchase and install an SSL certificate from a trusted provider.
- Redirect all HTTP traffic to HTTPS.
- Update internal links and sitemaps to reflect the HTTPS version.
LSI keywords: SSL certificate, secure browsing, HTTPS migration, Google trust signals.
7. Missing XML Sitemap or Sitemap Errors
Why it matters:
An XML sitemap helps search engines find and index your content faster. If it’s missing or outdated, your latest content may not be indexed promptly.
How to fix it:
- Generate a clean XML sitemap using tools like Yoast, Rank Math, or Screaming Frog.
- Submit it through Google Search Console.
- Ensure only indexable URLs are included.
LSI keywords: sitemap submission, index coverage, XML structure, search engine visibility.
8. Poor Use of Redirects
Why it matters:
Incorrect use of 302 (temporary) instead of 301 (permanent) redirects can prevent link equity from passing correctly.
How to fix it:
- Audit all redirects and convert 302s to 301s where appropriate.
- Avoid redirect chains (multiple hops).
- Use server-side redirects rather than JavaScript-based redirects.
LSI keywords: redirect loops, link equity, HTTP status codes, redirection best practices.
9. Thin or Orphaned Pages
Why it matters:
Thin content pages offer little value to users and search engines, while orphaned pages (with no internal links pointing to them) are often missed during crawling.
How to fix it:
- Merge thin content with related pages to boost depth.
- Use internal linking strategies to connect orphaned pages.
- Regularly update stale or outdated content.
LSI keywords: content depth, internal linking, crawl path, link architecture.
10. Unoptimized Meta Tags and Headings
Why it matters:
Missing or duplicate meta titles and descriptions can reduce your CTR and confuse search engines. Misused heading tags affect content hierarchy.
How to fix it:
- Write unique and compelling meta titles/descriptions for every page.
- Use a clear H1 for the page title, followed by H2s and H3s for subtopics.
- Incorporate relevant keywords naturally.
LSI keywords: metadata optimization, title tags, SEO headers, content hierarchy.
Conducting an SEO Audit: A Necessary First Step
An effective SEO audit is your first line of defense against these technical SEO issues. Whether you’re trying to improve rankings or troubleshoot traffic drops, an audit helps you identify errors, prioritize fixes, and lay the foundation for a successful SEO strategy. It complements your on-page SEO efforts by ensuring your content sits on a technically sound platform.
At Star Way Web Digital, we provide comprehensive technical SEO audits that cover everything from crawlability to site speed and mobile usability. Our team ensures your website doesn’t just look good—it performs optimally in search.
Final Thoughts: Don’t Let Technical SEO Hold You Back
Your content and backlinks might be top-notch, but if technical SEO issues lurk under the hood, your site’s visibility and performance will suffer. Fixing common problems like crawl errors, site speed, broken links, and mobile usability can give your SEO efforts the boost they need.
If you’re not sure where to start, a full SEO audit can help pinpoint what’s holding your website back. From fixing on-page SEO elements to resolving backend technical problems, professional guidance can save you time and protect your investment.
📈 Ready to Optimize Your Website’s Technical Health?
Let Star Way Web Digital help you uncover and fix the technical SEO issues preventing your site from reaching its full potential. Contact us today for a technical SEO audit that delivers measurable results and sets the stage for long-term growth.
