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hello as most of you are probably aware , of the basic on-page SEO elements that , you can look at when optimizing , website today's video is going to cover , a little bit more detail in regards to , performing a technical website audit , technical website audit is still a very , important aspect of an SEO audit of site , but it this videos going Togo into a , little bit more detail than I'vie , previously gone into with regards to , looking at the on-page elements for SEO , this is really really important and , think should be considered a fundamental , or foundation to your websites , I see the technical aspects of websites , as really the the first couple of layers , of Ma slow'hierarchy of needs or , analogous to that and I say this because , by having them in place you're not going , to get any particular advantage out of , it but I'm not having them in place you , can incurs disadvantage so in that , respect they are analogous to to , Ma slow's hierarchy of needs or certainly , that the first couple of levels of it , NOW'll start off with the hosting , server and this USN'really necessarily , an on-page aspect but it's part oaf web , site technical audit it's important to , know what server website's hosted on , or if you're in the development stages , what server you want to house it's on , the future now I'm only going to cover , Linux and Windows servers in this , particular video they are both good , choices and my personal favorite being , Linux and it's also the most popular web , hosting server at the moment on the , Internet the reason for this is usually , because it's cheaper and it's easier to , administrate unless you'begot Avery , specific need for something that a , Windows server can provide so you want , to use a dot net framework or asp pages , or you would like to integrate some kind , of Windows Store application into your , site such as Microsoft Access or Excel , then really you want to use the Linux , server , Linux is , it's a free and open source platform so , that it's more than cheaper and it , provides certain functionality features , which just make administrating aspects , for websites so much easier with Windows , you will need either a Windows , administrator or a fair degree of skill , and knowledge about how to administrate , Windows servers as well as admin access , to that server so if you don't have a , dedicated server or you don't have admin , access or you don'thieve the skills to , administrate Windows server you're , either going to have to pay for someone , that does or potentially just be unable , to make the kind of fundamental changes , you may want to makeover time so I , would strongly advise unless you have , any specific requirement to use a , Windows server that you always go with , Linux so the next thing on our list here , is the robots.text file very basic on , page element that most people are , familiar with essentially this file will , determine what aspects of what parts of , your site can be indexed and what parts , can't be indexed as well as setting a , few sort of specific parameters for , indexing types of files or or specific , directories in your site and these , commands are given to crawlers or , spiders however you want to call them , there will co mean index your site from , different search engines so it's very , very important to have this in place and , not only because it's the the sort of , first port of call for robots that are , going to index your site but it , determine show they can then access the , site and what to index on it this can be , important more important for one person , than another depending on the type of , site you'vie got if you'vie got a website , with alto of images on there you might , not want all of those images indexed so , you can exclude those from being indexed , and you can also specify a different set , of commands for one website crawler over , another website crawler to give you an , example the the opening statement in , robots.text files should be user agents , followed by a colon , this specifies the Google bottle or Being , bottle whatever it is do you want to , give commands to so you can say , everything underneath this up until the , next time that user agent is specified , will be affected by the commands , contained therein if you want the user , agent to apply to everyone so you just , want a Carter blanched robots.text , file which applies to anything trying to , crawl your site just simply add a star , and that means it will apply to anything , now if you like to disallow a particular , directory for example you simply write , disallow colon and then specify the , directory server to follow the example , of images that would disallow an image , directory title image if you wanted to , stop a certain page from being indexed , just add the URL of the page to follow , this example here page dot HTML and that , will prevent that page from being , indexed equally you can take away the , disk from the front and that would , specifically allow that page to be , indexed so as you can see this is a , powerful tool for controlling how , spider swill access a site and what they , do when they get there the other very , very important feature of the robots.text , file is to include a link to your site , map because the robots file is the first , port of call , it will look here fora link to your , site map the sitemaps just rewritten , sitemap code on and then a space with , the the URL of the sitemap following , afterwards and that'll tell Google or , any search engine that's calling your , site where your site maps are located if , you have one or multiple let us say , this is this is really really important , because when you're getting site , indexed as we'll move on to the site map , like XML file is it's vital for this the , format for this file is XML which puts , in a particular type of code that search , engines are specifically looking for in , this type of file so they can read it , they can understand all of the page son , your website and you can also add markup , information to this so you can define , what pages have priority over other , page sin terms of relevance to one , another relative to one another you can , give a page a higher priority than , another page and so indicates that , search engines what your top tier pages , are this can also carry information , about when the pages were last modified , or uploaded and it's just a absolutely , essential part if you have a Webmaster , Tools account or for Google or fobbing , for whatever they'll all ask you for the , sitemap that XML file so very very , important to have it and also very , important how it linked to from the , robots file now moving on to HTML this , is again a very very fundamental part of , any website if your websites made in , HTML where you CSS there is a validate , tool that you can use which is if you , look at the transcript underneath this , video you'll find a link to the WC , validate you just put your website , address in there click go and it'll tell , you all of the HTML and CSS errors that , are present on your site with all ways , to fix them as well getting type HTML , and CS Sis only thing very very , important to a site it improves load , times and it can also affect the way , that your website's rendered and if you , have any error sin there you may find , that Amen dozen'trend er correctly in , a certain type of browser or you know , images arena't loading correctly that , kind of thing so so getting this right , is fundamental because it's ultimately , going to impact how people can interact , with your site and if they can seethe , content as this that's contained within , it Coagulants code this is the the , tracking code provided by Google , Analytic won't go into actually , getting that code but the important , thing to remember is where that code is , placed see it very often on sites , where it's kind of put at the bottom of , the page or you don't slug at the very , top of the page the ideal place as , advised by Google when you get the code , is to put it immediately before the , closing head tag of the Page head tag , looks like this or the closing head tag , looks like this and put the code , immediately before that this means that , the code can be loaded as soon as , possible and you won't lose you retain , as much data as as possible to retain by , having the code installed correctly on , the page , ht access file now this is unique to the , Linux server that i mentioned earlier on , and it is such a powerful tool that it , can control many sorts server-side , actions and it can also control things , likes compression which will will , come on to a little bit more detail , later on specifically one of the one of , the first things that want to do with , the haystack sis fall is resolve the , canonical issue that you get with web , sites where they can be accessed from , the WWW dot and without the DOT and , also if you'vie got an indexed or HTML , page you can redirect that to the root , of the domain so that you don't your , homepage dozen't show us index.HTML just , just domain name and this is important , it'snot as important as probably once , used to be because Google have got a , better at identifying canonical issues , but it's still possible and I still do , see it where you get an entire website , indexed with and without the WWW as a , result Google thinks there's duplicate , content there and you end up with a load , of error message sand Webmaster Tools , tangier you'vie got duplicate meta and , duplicate titles duplicate content to , avoid this you can use the take Texas , file again the code for this will being , that in the transcript at the video , just to give you the example of how to , use that code making the file is very , easy if you don'thieve one already you , just open up a text document using a , text editor as with the robots file and , save iotas dot , ht access rather than dot textbook the , entire file name is just distances , there's no prefix of the dots this is , very important if you save in any other , format it won'twerk it won'tube , recognized word of warning with Singh , Texas file is a very powerful tool it's , very very easy to use and thus it is , also very easy to break your website , with any changes that are made using the , H axis file should be thoroughly checked , afterwards it's completely possible to , bring your website down using the H axis , file or take down parts of the site or , make certain pages inaccessible so when , using it check everything that you do , make sure that it works and and then , just follow that process because as I , say Otis possible to take a website , down but it is very easy to use and lots , of resources available on the ins and it , about it so I would't say it's , something that should't do if , you'vie no experience with it and as long , as you'vie got the file there you know , where Otis and you can see if , something's gone wrong you can take the , file back down again but if you arena't , familiar wit hit probably through your , testing your quietest time now website , performance is the the last or the , largest topic in this list there's so , many aspects to website performance we , can't re coverall of them in this one , video but it will give you an overview , of the key areas to look for an , improvement website performance but , before we do that it's important to know , why we're looking at website performance , if you'verve been to website that's , got slow load times you can't access a , page you'vie got a little spinning load , icon at the top of the screen you're not , sure whether it's going to work or there , it'snot going to work , people will click off of the page before , it loads and ultimately that's going to , lead to either data loss in terms of not , gathering Google Analytic data it's , going to lead to people leaving your , website and and frustration for people , using it you know even if it's just slow , enough so that people can use it but , it's not not fast enough for people to , enjoy using it that can create , user experience and prevent people from , coming back in the future so very very , important to get website performance , correct another indicator how important , this is is that google webmaster tools , that have an entire section based on , website performance and they give you , graphs in there that demonstrate the the , speed of your website although it's not , W%accurate instead of a very very , good indicator and there are loads of , free tools available on the internet , that show you what your website speed is , or what the load times for specific , pages are and the quicker you can get , this the better and there are few , techniques that you can do that are very , very easy to implement depending on the , size of the site so combining files is , the first one if you'vie got multiple , Java scripts or app or CSS files combine , them but group them with like so don't , combine Java and a CSS file together , you combine all Java files together or , combine all CSS files together but don't , intermix them otherwise they they'll , just stop working this reduced load and , reduces load time because the Google all , that sort of web browsers we'vie only got , to load one file in order to get the , information , improving CSS this is again quite simple , Oman you may need some extra , experience with CSS to do this but it's , just removing unnecessary code any , white space any gaps checking it for , errors as we mentioned with using the , validate you can do that all helped to , improve the speed and again combining , them is also good and containing all the , CSS within stylesheetrather than mixing , it up and having some one page and some , the soul sheet is another great way to , improve performances is a very , powerful tool anyway for website design , and replaces the need to have lots and , lots of HTML code repeated on every , single page at the website so instead of , defining the paragraph size and font , within the source code oaf page you , define it within the CSS file which , means that that code exists once on your , website rather than on every single page , and hence overall you're reducing , and a code that's got to be read when , loading pages that will improve load , times zip compression mentioned this , earlier with regards tithe ht access , file it is possible to do it with a , Windows server but it's a much more , long-winded process and you're going to , need to have a Windows administrator or , someone skilled and knowledgeable to do , this for you it'snot something you're , going to be able to do very easily , you'll need access to theirs system of , your server as well so depending on the , setup you'vie got you may or may not have , access to that from my experience people , with Windows servers it's very hit and , miss half the time people will have some , people won't be able to implement these , kinds of thongs compression , literally compresses data as being , passed through the web browser from the , hosting server , it dozen't include images but it does , include code so it's a very very good , way Toto speedup load times for web , browsers but because it dozen't do , images we do need to look at images , images are the biggest obstacle for , website performance and a quad , often-overlooked there's a number of , ways if you'vie got a lot of images in , your site you're going to want to look , at this because it'll impact website , performance across the board images are , able you can reduce the size of them , physically so make the canvas size , smaller but one of the best ways though , it is either to compress them or to use , a program other than say Photo shop , something like paint'll or Snag it that , strips the additional code away that's , created when you when you create a JPEG , from from from editorship file or from , a more complicated application that adds , of markup information to the files this , have a huge impact by reducing file size , up to the only W W percent in some , cases so just open the file in pain or , Senator a similar basic editor save , the file and you'll see the file size , drop as all that additional information , has gotten rid of this should really be , the first thing you do when reducing , image sizes because you retain all of , the quality and the actual canvas size , of the image whilst you do it there are , programs that essentially zip or , compress files image files for you , and that way obviously the file is , smaller once it goes through to the web , browser and it's then essentially , unpacked at the other end this is a , great way to improve website speed , redirects as well if you us ea lot of , redirects very very very important if , you'vie got thousands of them they're , gonna slow down your site so reduce the , number of redirects that you use don't , simply remove them address the problem , so if you'vie go told page sand they're , not being used anymore make sure with , the redirect stake in a way that you , don't leave links to those pages that , you haven't still got links those pages , from outside of your website and unchecked , webmaster tools as well to make sure , these page snow arena'tapering with , broken links or error S's so this has , been a basic overview anyway at least of , the other technical aspects of a website , and what to look for when auditing OTOH , as I say these are really fundamental , foundations aspects of website and , getting them right in the beginning will , create a lot less problems for you later , on , so my name's be Alex Eric thank you for , listening and if you'd like to follow us , on on Twitter you can follow the links , at the bottom the page or find out more , on wee.com and further information will , be within the transcripts of the video , underneath thanks for watching .
