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Google’s ever-growing emphasis on usability, accessibility and quality has reinforced the importance of technical optimization within your SEO activity.

For an organic search campaign to succeed, you’ll need to make sure that your website is built on solid foundations, is barrier-free and has the qualities in place to demonstrate value and integrity to search engines such as Google, Yahoo and Bing.

Not only is this crucial in increasing your search performance within the SERPs but it is also a highly recommended means of mitigating against algorithmic penalties and devaluation.

What does this mean?

IndianMark’s technical audits will identify issues that are currently hindering search engines being able to effectively crawl, understand and index the pages and content of your website. In working with you to resolve these issues, your website will be in line with Google’s Webmaster Guidelines and significantly better equipped to facilitate growth in traffic, keyword rankings and user engagement.

Our technical team

Our technical SEOs have worked across some of the world’s largest brands and most complex sites. Their experience and knowledge has empowered them to optimize website structures and frameworks from the ground upwards and to deliver immense results based on analysis, recommendations and ongoing support.


What is covered?

Our SEO audits are deep-dives into all aspects technical. We present our recommendations in an actionable, easy-to-understand format, supported by associated crawl data. Following completion, our technical SEO support service helps assist your development team in implementing fixes as swiftly and efficiently as possible. Or, if you’d rather we do it for you, we have the developers in-house to get stuck in!

Included in our audits:

  • Crawl analysis

  • Mobile optimization

  • Technical duplication

  • Content indexation

  • Duplicate content

  • Page attributes

  • Content serving

  • Crawl errors and deficiencies (400 errors, 500 errors, etc)

  • Image optimization

  • Internal link structure

  • HTML sitemaps

  • XML sitemaps

  • Page speed

  • Structured data, rich snippets & schema

  • Social integration, Open graph tags, Twitter cards

  • External elements

  • Index status

  • URL structures & overly dynamic URLs

  • Usage of frames

  • Domain age

  • Error pages

Content audit

Quality online content is becoming increasing essential. Our content audits check that your website content, structure and markup are in line with your overall marketing strategy.

It may sound obvious, but usually, the quickest wins in any organic or social strategy come from making sure that what you position on your website is relevant to your audience. This, partnered with the appropriate use of technical on-page elements such as H-tagging or structured data, helps define your site visibility.

We ensure that the completed research and development stages inform how content is structured and marked on the pages of your site throughout the content audit phase. We'll cover content length, type, positioning, tone of voice and also suggest the placement of newly created assets if there are opportunities for media which don't already exist. Our content audit also includes optimizing images, videos and any other fundamental content elements or assets.

A content audit is one of the most important stages of any SEO project, giving you the opportunity to connect with your audience and define key differences between yourselves and your competitors.

What is content optimization?

If you want to maximize the chances of your online content appearing in search-related queries – and picking up more organic search traffic – you need to make sure it’s implemented properly. That’s just what content optimization will do.

Content optimization is the process of implementing content on web pages to maximize your visibility in search for related queries.

SEO is about understanding the words and phrases people use to find things online, and optimizing digital content in such a way that it meets those queries in prominent locations in search.

It’s not just a question of ensuring a top keyword is included multiple times on a page, but making sure that other related words, phrases or 'proof terms' are included to optimize for query-based searches (for example. “What is content optimization?”)

How can IndianMark optimize my content?

We identify opportunities to improve the optimization of your onsite content using tools like SearchMetrics. This helps us to understand how your competitors are using keywords, and how using different words and phrases can help to improve your search performance to drive traffic and conversions - and the potential value of doing so.

We can also optimize digital content for different types of search results. Increasingly, Google search results display reviews, opening times and business information. We can implement schema and microdata to help get this information into search results, driving higher click-through rates.

Backlink analysis

Backlinks are one of the most important factors in SEO ranking – great ones will increase your chances of ranking well, while a weak backlink profile could lead to poor performance. Our backlink analysis identifies your strengths and weaknesses.

Understanding the health of your website’s backlink profile is more important now than ever.

Backlinks are one of the most important ranking factors within SEO. If your link profile is strong, your chances of ranking well in the organic SERPs are good. However, if your backlink profile is weak, has been manipulated or maliciously attacked in any way, then your website could be susceptible to poor performance and search engine penalties.

A backlink analysis allows us to identify both strengths and weaknesses within your link profile. This enables us to:

  • Identify and remove unnatural or toxic links where necessary
  • Ensure that your website’s backlink profile follows best practice guidelines and avoids algorithmic or manual penalties
  • Create an approach to earning the right types of links for your SEO campaign

Metrics for backlink analysis

When auditing your backlink profile, we will assess a variety of relevant metrics.

Performance trends

Has the SEO visibility, keyword performance or organic traffic of your website drastically declined in correlation with a major algorithmic update such as Google Penguin? If so, this could indicate a penalty.


Manual actions within Google Webmaster Tools

Have you received a message within your Google Search Console account notifying you that a ‘manual action’ has been placed on your website due to unnatural backlinks?


Linking metrics

Do the following linking metrics within your profile appear healthy? 

  • Deep link ratio
  • Anchor texts
  • Follow vs NoFollow
  • Referring domains
  • Link types
  • Link velocity

An insightful backlink analysis is crucial to the success of your organic search campaign, and integral in building the right link earning and content marketing strategy moving forward.

Competitor backlink audits

We're keen to understand your landscape and effectively measure your competition. A competitor backlink audit allows us to see your competitors' link earning strategies and helps us identify areas of opportunity that they haven't exploited yet. It's also a useful method for spotting quick-win opportunities that can be used in your campaign immediately.

Our approach to competitor link analysis:

  • Download your competitors' backlink profiles
  • Analyse your competitors' backlinks manually
  • Benchmark against your link profile
  • Identify any strengths and weaknesses
  • Shortlist quick-win link replication opportunities
  • Understand your long term goals and competitive challenges
  • Develop your link earning, content marketing and outreach strategy

Website migration

To change any key attribute of your website without losing traffic or reducing your organic visibility you need to put in place a website migration plan.

In today's ever-changing digital landscape, website migrations are increasingly common. And whatever key attribute of your website you are changing - whether it's your service offerings, eCommerce system, product catalog, domain name or if you're giving your site a complete overhaul to ensure it works across multiple device types - it's essential that you consider your migration plan.

Best practice must always be adhered to in any site migration. This will minimize both traffic loss and a reduction in your organic visibility. 

Below are the opportunity and risk categories explored throughout any migration:


  • Uplift in engagement
  • Improvements in search-ability
  • Improvements in content distribution
  • Gains in SEO visibility
  • Growth of domain authority
  • Cross-sell opportunities
  • Consolidation of traffic
  • Widening of user base


  • Technical issues
  • Loss of traffic
  • Decline in engagement
  • Decreased organic visibility
  • Reduction in keyword rankings
  • Loss of authority
  • Breach of webmaster guidelines
  • Penalties

Technical optimisation

Want to ensure that your website can be found through organic search? Technical optimization tackles any on-site factors that may be harming your chances of ranking well.

Technical optimization deals with on-site factors that may be hurting your website’s organic visibility. A sound technical platform allows your audience and different search engines to freely access your website and content without encountering any difficulties.

Why is technical SEO optimization important?

Building attractive, interactive and functional websites may be great for user experience, but it can pose serious issues to SEO performance. Search engines see your website differently to your audience, so your site has to cater to the needs of search engine robots as well as your target audience groups.

Search engines' ranking algorithms are complex, evaluating hundreds of website factors when determining which keywords should rank for search queries. Technical SEO optimization tackles on-site issues that stop search engine spiders from crawling your website and potentially favoring your website.

What’s covered in our technical optimization?

Technical optimization covers an array of factors that influence SEO performance. These range from server configuration, optimizing the crawl of your website and crawl error resolution, to eradicating of duplicate content and improving the usability, speed and render of your website.

Examining your crawl data

Our analysis begins by querying data aggregated from crawling your website - similar to the process of search engines. This data is then analyzed with data extracts from webmaster tool platforms to identify how search engines see your website. and what errors they may have already encountered.

Technical server configuration

We review your server configuration, website hosting environment and the backlink profiles of your sub-domains to ensure that no issues arise from set-up errors and cause duplicate versions of your website. When reviewing your server configuration, we are also conscious of your server’s geolocation in proximity to your target audience.

Crawl optimization

Governing the crawl of your website is hugely important, especially for websites with many pages. Ensuring search engines can easily crawl your website without exhausting their crawl budget is essential for success.

Internal linking

A well-devised internal linking structure helps search engines crawl your website. It also helps to define your website’s hierarchy, which essential when organizing the flow of link authority throughout websites.

Dynamic, interactive content

Interactive, dynamic content adds great functionality and usability to your website, but search engines can occasionally encounter problems when interacting with it. To counter this, we ensure your website follows the correct protocol for indexing and uses modern web standards.

Multi-device serving

Your audience views your website on a wide range of different devices. To imitate this, search engines use specific mobile-bots to crawl the mobile web. Providing a solution that can be accessed across all devices safeguards your organic performance for algorithm devaluations favoring mobile friendly websites.

Structured data

Data vocabularies such as schema.org, RDF and JSON-LD help webmasters give search engines a greater understanding. Encapsulating your website’s elements with structured data provides signals of decent, up-to-date development practices, and can trigger enhanced listings in search results.

Speed and render optimization

The download size of your website is extremely important, especially when serving content through cellular networks. Optimizing the render of your website means that your content can be served more fluidly. Prioritizing the render of scripts and styles that have dependencies allows for a faster render, without being blocked by other files that have to be downloaded and rendered beforehand.

If your website is being held back by technical SEO issues, a IndianMark technical audit will help identify and challenge any technical downfalls, and help to ensure its organic success.

Gap analysis

A gap analysis helps you to identify opportunities that are currently outside your web offering or core marketing strategy.

Once we have collected the keyword search data, outlined the landscape, explored the competition, outlined the social segments and grasped the audience sentiment, we then explore opportunities that currently do not sit within the web offering or core marketing strategy.

Gap analysis helps to identify opportunities through all stages of our research and analysis phase. By highlighting search demand and needs within a space not currently being targeted, we can zone in on this gap.


Have you been penalized?

Understanding whether or not your website has been penalized is the first step to ensuring your SERP health. We've created a hub of information that should tell you all you need to know about different penalties and what you can do if you've been hit.

We have a proven track record in identifying and remedying algorithmic and manual penalties. 

Read more on our Google Penalties Hub