How an SEO Agency Prioritizes Technical SEO During Website Audits

In the world of digital marketing, search engine rankings are no longer just about having the right keywords. Your website's structure, speed, and performance now play a crucial role in how search engines rank you. That’s where technical SEO comes in.

When a professional SEO agency in Dubai conducts a website audit, one of their main priorities is to identify and fix technical SEO issues that could affect your search visibility. These are not surface-level problems—they are deep-rooted issues within your site that need expert attention.

In this blog, we’ll explain how a top digital marketing agency Dubai handles technical SEO during audits, why it matters, and what it means for your business growth.

What Is Technical SEO?

Technical SEO refers to the optimization of a website's infrastructure so that search engines can crawl, index, and rank it efficiently. It does not deal with content directly but focuses on the foundation of your site—how it performs, how secure it is, how it’s structured, and how search engines interact with it.

Common technical SEO elements include:

• Site speed

• Mobile-friendliness

• Crawlability and indexability

• Secure browsing (HTTPS)

• Clean URL structure

• XML sitemaps and robots.txt

• Canonical tags

• Structured data

These factors ensure that your content can be discovered, understood, and ranked properly by search engines like Google.

Why Technical SEO Is a Priority During Audits

Before any content optimization or backlink strategy can be effective, your website’s technical health must be in order. A digital marketing agency Dubai starts with technical SEO during audits because:

• A fast, secure, mobile-friendly website is rewarded by Google

• Fixing technical errors leads to faster ranking improvements

• It helps reduce bounce rates and improve user experience

• Search engines may ignore or penalize poorly structured websites

Without strong technical SEO, even the best content might go unnoticed.

Step-by-Step: How an SEO Agency in Dubai Conducts a Technical SEO Audit

A professional SEO agency in Dubai follows a structured approach to technical SEO audits. Let’s walk through the major steps they take.

1. Crawl the Website to Identify Issues

Before doing anything, the agency runs a full crawl using tools like Screaming Frog, Sitebulb, or SEMrush. This provides a clear picture of:

• Broken links

• Redirect chains

• Duplicate pages

• Missing metadata

• Server response codes

The crawl report becomes the baseline for the audit, helping the SEO team prioritize the most critical issues first.

2. Check Website Speed and Performance

Site speed is a confirmed Google ranking factor. An experienced digital marketing agency Dubai uses tools like Google PageSpeed Insights, GTmetrix, or Lighthouse to measure:

• Time to First Byte (TTFB)

• Largest Contentful Paint (LCP)

• Cumulative Layout Shift (CLS)

• Total Blocking Time (TBT)

Common fixes include compressing images, enabling browser caching, and minimizing CSS/JavaScript.

3. Ensure Mobile-Friendliness

Google uses mobile-first indexing, meaning your mobile site is the primary version seen by Google. An SEO agency in Dubai tests how your site performs on mobile by checking:

• Responsiveness

• Tap target sizes

• Font readability

• Viewport configuration

If your mobile experience is poor, your rankings will suffer—regardless of desktop performance.

4. Review Indexing and Crawlability

The goal here is to ensure that search engines can access and understand your pages. The agency checks:

• Robots.txt file (to ensure it's not blocking key content)

• XML sitemaps (they should be updated and submitted to Google Search Console)

• Noindex tags (ensuring only the right pages are excluded)

• Canonical tags (preventing duplicate content issues)

Proper indexing ensures that important pages are visible in search results.

5. Analyze Site Architecture and Internal Linking

Site structure affects how search engines crawl your site and how users navigate it. An SEO agency in Dubai examines:

• URL structure (clean, keyword-friendly, no dynamic strings)

• Navigation menus

• Internal linking strategies

• Breadcrumbs and category structure

A well-structured website improves crawl efficiency and spreads link authority throughout the site.

6. Check for Duplicate Content

Duplicate content confuses search engines and can lead to ranking penalties. Agencies use tools like Siteliner or Copyscape to:

• Identify duplicate pages

• Set canonical tags where needed

• Merge or eliminate similar pages

Fixing duplication helps ensure the right pages rank and receive traffic.

7. Audit HTTPS and Security Settings

Google considers HTTPS a ranking factor. During audits, the agency checks:

• If SSL is properly installed

• Whether mixed content (HTTP resources on HTTPS pages) exists

• If security headers are in place (e.g., Content Security Policy)

A secure website builds trust with both users and search engines.

8. Evaluate Structured Data (Schema Markup)

Structured data helps search engines understand your content. An SEO agency in Dubai checks:

• If schema markup is used (products, FAQs, reviews, etc.)

• If markup is valid using Google’s Rich Results Test

• Opportunities to add new schema types

Proper schema can enhance your search appearance with rich snippets.

9. Fix Crawl Errors and Redirect Issues

Crawl errors like 404s and incorrect redirects waste crawl budget and harm user experience. The agency:

• Identifies broken internal/external links

• Fixes redirect chains and loops

• Updates or removes dead URLs

These fixes ensure a clean crawling experience for search bots.

10. Monitor Technical SEO in Google Search Console

Finally, the audit is validated and monitored using Google Search Console. This free tool shows:

• Coverage issues

• Core Web Vitals performance

• Mobile usability errors

• Manual actions (penalties)

It acts as an ongoing health check for your website.

How Prioritization Works in Technical SEO

Not all issues carry the same weight. A professional digital marketing agency Dubai prioritizes fixes based on:

• Impact on rankings

• Impact on user experience

• Ease of implementation

• Business goals (e.g., focusing on product pages)

This ensures that the most urgent and valuable fixes are implemented first.

Benefits of Technical SEO for Your Business

Here’s how technical SEO directly helps your brand:

• Improved search visibility: Better chances of ranking on Google

• Faster website performance: Keeps users engaged

• Higher conversions: Fast, secure, easy-to-navigate sites convert better

• Stronger brand authority: Search engines and users trust well-maintained sites

• Fewer bounce rates: Users stay longer when the site works smoothly

Technical SEO lays the foundation for everything else—content, social, backlinks, and conversions.

Why You Need a Professional SEO Agency in Dubai

Technical SEO is complex and always evolving. A skilled SEO agency in Dubai:

• Has access to advanced tools and software

• Understands search engine algorithms and guidelines

• Brings experience from working with various industries

• Provides ongoing support and monitoring

• Offers data-driven strategies with measurable outcomes

Trying to manage technical SEO without expertise can lead to missed opportunities and long-term damage.

EEAT in Technical SEO

✅ Experience

The agency brings years of experience solving technical challenges for websites of all sizes.

✅ Expertise

Certified SEO professionals use the latest tools and follow Google’s guidelines to deliver effective results.

✅ Authoritativeness

Case studies, client reviews, and real-world success stories back the agency’s ability to deliver.

✅ Trustworthiness

A reliable digital marketing agency Dubai maintains ethical practices, respects data privacy, and ensures transparent reporting.

Strong Foundations Lead to Strong Rankings

A website might look great on the surface, but if it’s not technically sound, it won’t perform well in search results. That’s why technical SEO is not optional—it’s essential.

By partnering with a trusted SEO agency in Dubai, you gain access to expert audits, clear priorities, and actionable fixes that make your site faster, safer, and easier to rank.

Build Your SEO From the Ground Up

If you want long-term success online, start with your foundation. Let a skilled digital marketing company in UAE take care of the technical SEO so your business can grow with confidence.