Technical SEO Audit Checklist for Polish Websites

A technical SEO audit is a thorough review of your website’s technical setup to make sure Google and other search engines can find, crawl, and index your pages. It checks elements like site speed, mobile-friendliness, site structure, and security. For Polish websites, a technical audit ensures your content meets local search requirements and loads quickly for Polish users. By finding and fixing hidden issues, an audit helps your site perform better in search results. This guide explains what a technical SEO audit involves and provides a checklist to follow. It’s written for beginners, so you can confidently improve your site’s SEO even if you’re new to the topic.

What is a Technical SEO Audit?

A technical SEO audit examines the behind-the-scenes parts of your website. This includes the code, configuration, and server settings that affect search rankings. Unlike a content review, it looks at things like:

• XML sitemap: Ensures search engines can discover all your important pages.
• robots.txt file: Checks if any page is accidentally blocked.
• Page speed: Measures how fast your pages load.
• Mobile optimization: Verifies that your site works well on phones and tablets.

Doing these checks reveals how easily Googlebot and other crawlers can explore your site. A good audit finds problems that might stop pages from appearing in search results. For example, fixing a slow-loading page or a missing sitemap can lead to better rankings and more visitors.

Think of a technical SEO audit like an annual health check for your website. Just as you wouldn’t ignore a doctor’s advice, you shouldn’t ignore your site’s health. Crawlability, speed, and security are its vital signs. When these are strong, your site is easier to find and use. The result is higher visibility on search pages and a better experience for visitors.

Why Technical SEO Matters

Technical SEO is the foundation for all your online efforts. Without a solid technical base, even the best content may never reach your audience. Imagine you wrote an amazing blog post in perfect Polish, but Google can’t find it because your site is set to “noindex.” That content would be hidden from searchers, which is a big loss.

A technical audit ensures that:

• Google can crawl and index your pages: Every important page should be visible to search engines.
• Users get a fast, smooth experience: Slow or broken pages drive visitors away.
• Your site follows best practices: Proper use of HTTPS, correct language settings, and other standards help your rankings.

For Polish websites, these checks are especially important. Google’s algorithms do not change based on language, but local search behavior does. Polish users expect fast, easy-to-navigate sites. Also, Polish diacritics (like “ą, ć, ł”) should display correctly in URLs and meta tags. A technical audit will catch any encoding issues so your site works flawlessly for Polish readers.

Preparing for an SEO Audit

Before diving into the checklist, take some time to get ready. Good preparation makes the audit smoother and more effective.

Set Clear Goals

First, decide what you want to achieve with your audit. Common objectives include:

• Improving page load times.
• Ensuring all content is indexable.
• Fixing any security or mobile issues.

Write down your priorities. For example, a busy e-commerce site in Poland might prioritize speed and mobile-friendliness, while a blog might focus on indexation and content structure. Having clear goals helps you stay focused during the audit.

Gather the Right Tools

You don’t need expensive software to do a basic audit. Here are some essential tools and platforms:

• Google Search Console: Check crawl errors, sitemap status, and index coverage.
• Google Analytics: Look at user behavior and traffic trends before and after changes.
• PageSpeed Insights or Lighthouse: Analyze load times and performance issues.
• Mobile-Friendly Test: Ensure your pages work well on phones.
• Screaming Frog SEO Spider: (Optional) Crawl your site for broken links, duplicate meta tags, and more.
• Browser extensions: Tools like “Web Developer” or “SEO META” can inspect meta tags and headers quickly.

Install or sign up for these tools before starting. Make sure you have access to your website’s CMS or server control panel, as you may need to edit files or settings. If possible, create a spreadsheet or document to track issues you find.

Technical SEO Audit Checklist

This section is the core of your audit. Use it as a step-by-step checklist. Review each item carefully and take notes on any problems you find. Many of these tasks can be done with the tools listed above.

Crawlability and Indexing

• Check robots.txt file: Go to yourdomain.com/robots.txt. Ensure it does not block important pages or directories. Only disallow pages you truly want hidden (like admin pages). If disallowed, search engines won’t crawl those pages.
• Verify sitemap: Your site should have an up-to-date XML sitemap (often at yourdomain.com/sitemap.xml). It should list all important pages. Submit this sitemap in Google Search Console. A sitemap helps Google discover pages quickly.
• Look for crawl errors: In Google Search Console, review the Coverage or Indexing report. Fix any errors like 404 (page not found) or 500 (server error). Broken links and inaccessible pages should be corrected or redirected.
• Review index status: Use the site: search operator (e.g. site:twojastrona.pl) to see roughly how many pages are indexed. Compare this to how many pages you expect. If too many or too few appear, investigate why (e.g. duplicate content or noindex tags).
• Check meta robots tags: Open key pages’ source code and look for <meta name=”robots”>. Make sure they say index, follow (or are absent) for pages you want indexed. Sometimes developers accidentally set noindex on pages during testing and forget to remove it.

URL Structure and Navigation

• Use clean, descriptive URLs: URLs should be short, lowercase, and include relevant keywords. For example, use /how-to-seo instead of /?p=123 or /Pozycjonowanie. Polish characters in URLs can work if encoded, but many sites avoid them (e.g. use /kontakt-z-nami vs /kontakt-s-nami). Consistency is key.
• Avoid unnecessary parameters: If your site has tracking or session parameters in URLs (like ?ref=123), these can confuse crawlers. Whenever possible, use canonical tags to point to the main URL or remove the parameters.
• Ensure a logical navigation structure: Your menu and internal links should form a clear hierarchy. Important pages should be reachable within a few clicks from the homepage. This helps users and search engines find content easily.
• Fix broken links: Use a crawler or link checker to find 404 links on your site. Update or redirect any broken internal links. Each broken link is a bad user experience and wastes crawl budget.
• Manage redirects properly: If pages have moved, use 301 redirects (permanent) to point old URLs to new ones. Avoid long redirect chains (A → B → C). Each redirect adds load time and can dilute ranking signals.

On-Page Elements (Titles, Meta Descriptions, Headers)

• Unique title tags: Every page needs a unique <title> tag. It should be under 60 characters and describe the page content. Include primary keywords near the beginning if possible. For example: “Technical SEO Audit – Polish Websites Guide”.
• Compelling meta descriptions: The meta description should be around 150–160 characters and provide a brief summary of the page. It doesn’t directly affect rankings, but a well-written description can improve click-through rates. Avoid duplicates; every page should have its own.
• Header tags (H1, H2, H3, etc.): Each page should have one <h1> that matches or closely relates to the title. Use <h2> and <h3> for subheadings in a logical way. Headings help search engines understand your page structure and improve readability for users.
• Image alt text: For every image, use the alt attribute with a brief, descriptive text. This helps search engines index images and improves accessibility. For example, <img src=”logo.png” alt=”Company Logo”>. Don’t leave alt text blank unless the image is purely decorative.
• Avoid duplicate content: Check for pages with very similar or identical text. Duplicate content can confuse Google about which page to rank. Use canonical tags (<link rel=”canonical”>) to tell Google which version is the main one, or merge/redirect similar pages.
• Meta noindex/nofollow: Occasionally, it’s fine to noindex certain pages (like checkout pages) to avoid wasting crawl budget. However, double-check that important content pages are not accidentally set to noindex.

Site Performance and Speed

• Test page load times: Use tools like Google PageSpeed Insights or GTmetrix. Aim for a loading time under 3 seconds on desktop and mobile. Note any issues flagged (like unoptimized images or render-blocking JavaScript).
• Optimize images: Compress large images without losing quality. Tools like TinyPNG or built-in CMS optimizers can help. Use next-gen formats (like WebP) if your users’ browsers support it. Properly scaled images (not larger than needed) also improve speed.
• Minify CSS and JavaScript: Remove unnecessary characters from your CSS and JS files to reduce size. Many caching plugins or build processes can do this automatically.
• Leverage browser caching: Set appropriate cache headers so returning visitors don’t have to reload the same files every time. This can greatly speed up repeat page views.
• Use a Content Delivery Network (CDN): If your audience is mostly in Poland, a CDN with servers in Europe can deliver content faster. Even a local CDN server in Poland can help Polish visitors.
• Improve Core Web Vitals: Focus on Google’s key metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These measure load speed, interactivity, and visual stability. Aim for LCP under 2.5 seconds, FID under 100 ms, and CLS under 0.1. Address issues like slow server response or unstable page elements to improve these scores.

Mobile and User Experience

• Responsive design: Make sure your site is mobile-friendly. It should adapt layout and font sizes for smaller screens. Google’s mobile-friendly test can confirm if any page has issues.
• Viewport meta tag: Check that your pages have <meta name=”viewport” content=”width=device-width, initial-scale=1″> in the HTML <head>. This tells browsers how to scale the page on mobile.
• Avoid intrusive interstitials: Pop-ups or banners that cover content on mobile can hurt rankings. If you use them, ensure they are small and easily dismissed on phones.
• Touch-friendly navigation: Buttons and links should be large enough to tap. Menus should be easy to open on a small screen.
• Readable text: Ensure that font sizes are legible on mobile devices without zooming. Long blocks of text might need paragraph breaks or formatting for easier reading.
• Check mobile speed: A site can load fast on desktop but be slow on mobile. Use the mobile audit in PageSpeed Insights or Lighthouse to find mobile-specific speed issues.

Security and Accessibility

• HTTPS with SSL: Your site must use HTTPS. If it’s still on HTTP, move it to HTTPS immediately by installing a valid SSL certificate. HTTPS is a ranking factor and protects user data. Check that all pages redirect from http:// to https://.
• No mixed content: After switching to HTTPS, make sure all resources (images, scripts) load over HTTPS. Browsers may block “mixed content” (HTTP on an HTTPS page), which can break your site.
• Firewall and security: Use basic protections like a web application firewall (WAF) or security plugins. While not always under “technical SEO,” a hacked site can be penalized by Google.
• Accessibility features: Good technical SEO overlaps with accessibility. Make sure all images have alt text, use semantic HTML (nav, header, footer), and provide captions or transcripts for media if possible. This won’t directly boost SEO, but Google favors sites that follow these best practices.

Structured Data and Sitemaps

• Use schema markup: Add structured data (JSON-LD) for things like organization info, breadcrumbs, products, or articles. This helps search engines understand the context. Test your structured data with Google’s Rich Results test. For example, a local business can use LocalBusiness schema with its Polish address and phone number.
• Validate schema: Ensure your schema markup has no errors. A small mistake can prevent rich results from showing.
• Update sitemap regularly: Whenever you add or remove pages, regenerate and resubmit your XML sitemap. If your CMS (like WordPress) generates the sitemap automatically, verify it covers all new pages.
• Include hreflang if needed: If you have multiple language versions of a page (say Polish and English), use hreflang tags to tell Google which version is which. For example, <link rel=”alternate” hreflang=”pl” href=”https://example.com/pl/page”> and <link rel=”alternate” hreflang=”en” href=”https://example.com/en/page”>. Proper hreflang setup prevents duplicate content issues and directs users to the right language.

Fixing Errors and Redirects

• Identify 404 pages: Use Google Search Console or a crawler to find “Not Found” errors. If these pages were moved, set up 301 redirects to the new location. If they are gone forever, consider redirecting them to the homepage or a related page.
• Resolve server errors: Any 5xx errors (server issues) should be fixed quickly. These prevent Googlebot from indexing your site properly.
• Avoid redirect loops: Check that none of your redirects point in a circle. For example, A → B, B → C, C → A. Redirect loops can trap both bots and users.
• Canonical tags: For pages with similar content (like printer-friendly versions or tags), use the <link rel=”canonical”> tag to point to the preferred URL. This tells Google which page to index and prevents dilution of ranking signals.

Polish Website Specific Considerations

• Correct character encoding: Use UTF-8 encoding for your pages. This handles Polish characters (ą, ę, ś, etc.) without issues. You can set this in HTML with <meta charset=”UTF-8″>. Google recommends UTF-8 for international sites.
• HTML lang attribute: In the <html> tag of each page, include lang=”pl” if the content is in Polish. This helps search engines and browsers understand the page’s language. For example: <html lang=”pl”>.
• Polish keyword usage: Make sure your main keywords are in the correct Polish form (with diacritics if needed). Don’t mix up “pizza warsaw” and “pizza warszawa”; target local terms. While this is more of an on-page tip, it ties into the audit by verifying your metadata matches your language.
• Hreflang for regions: If you have different Polish versions (e.g. one for Poland, another for Polish-speaking visitors in other countries), use hreflang tags. For example, pl-pl vs pl variants. This ensures the right audience sees the intended page.

Domain and Hosting

• Country-specific domain: If your site’s main audience is in Poland, using a .pl domain is beneficial. It automatically signals to search engines that the site is Polish. If you use a generic domain (like .com), set the target country in Google Search Console under “International Targeting.”
• Server location: Hosting your site on a server in Poland or nearby can improve loading speed for local users. While content delivery networks (CDNs) can mitigate distance, local hosting ensures the fastest initial connection.
• CDN with Polish nodes: If you serve international visitors, use a CDN that has a node in Poland. This keeps load times low for Polish users while also serving others quickly.
• Check TLD consistency: If you use subdomains or subfolders for languages (like pl.example.com or example.com/pl/), be consistent in internal linking and hreflang tags to avoid confusion.

Local SEO and Compliance

• Local business schema: If you have a physical location in Poland, use LocalBusiness structured data with your Polish address and phone number. This helps Google show your business in local search.
• NAP consistency: Ensure your Name, Address, and Phone (NAP) are consistent across your site. This is not strictly technical SEO, but inconsistent contact info can hurt local search rankings. Include this information in a structured format if possible.
• Google My Business: Claim and optimize your Google Business Profile (formerly GMB). While outside the scope of on-site technical SEO, it’s a key part of local search. Mention your business hours and address.

(Note: Local SEO aspects like Google Business Profile are technically separate from a site audit, but checking your site’s schema and contact info overlaps with technical SEO best practices.)

Post-Audit Actions and Maintenance

After completing the checklist, you’ll have a list of issues to fix. Here’s how to move forward:

Prioritize and Fix Issues

• High impact first: Tackle fixes that have the biggest effect on user experience and SEO. For example, resolving server errors or getting HTTPS in place are urgent. Improving page speed can also have an immediate benefit.
• Plan your fixes: Document each issue and its solution. For example, “Image optimization – compress all PNGs above 500 KB.” Assign these tasks to yourself or your team. If you use a project management tool, create tasks for each audit item.
• Test changes: After making a change (like redirecting a URL or improving speed), retest that element. Verify the issue is resolved and no new problems appeared. A good practice is to rerun relevant tests or use Search Console’s URL Inspection tool.

Monitor Performance

• Track improvements: Use Google Analytics and Search Console to watch metrics like page views, bounce rate, and average load time. Improvements in these metrics can indicate your audit had a positive effect.
• Regular check-ins: Technical SEO is ongoing. Schedule regular audits (for example, every 3-6 months). Revisit the key items to ensure no new issues have arisen after site updates or platform changes.
• Watch for algorithm changes: Google occasionally updates how it evaluates sites (like the emphasis on mobile speed). Keep an eye on SEO news or Google Search Central updates to adjust your focus when needed.

Continuous Improvement

SEO isn’t a one-time task. After an audit, continue to:

• Update content: Regularly add fresh, relevant content in Polish. While this is content strategy, it signals to search engines that your site is active.
• Fix issues quickly: If Google Search Console reports a new error or security issue (like malware), address it immediately.
• Expand your reach: Consider expanding to new keywords or regions. If you plan to add an English version of your site, set up hreflang tags from the start.

Professional SEO Services

If this process feels overwhelming, consider professional help. SEO agencies and consultants (like the services our company offers) can perform a detailed technical audit and implement fixes. Our team specializes in Polish websites, ensuring all the steps above are covered. We can analyze your site’s data, make improvements, and monitor results. This way, you get expert insight without learning all the tools yourself. However you choose to proceed, a well-structured technical audit will guide you to a stronger, faster, and more visible website.

A technical SEO audit checklist is your roadmap to better website performance. By methodically checking crawlability, page speed, mobile-friendliness, security, and language settings, you help search engines understand and trust your site. For Polish websites, special attention to language encoding, local hosting, and regional domain settings ensures you connect with the right audience. Remember, the goal is a fast, user-friendly site that search engines can easily crawl and index.

Start your audit today by picking one section of this checklist and working through it. With each fix, your site becomes more search engine friendly and more appealing to visitors. Over time, these technical improvements lead to higher rankings, more traffic, and better results for your business in Poland’s competitive online market.