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Why Technical SEO Audits Should Come Before Creating New Content

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A technical SEO practitioner argues that publishing more content is often premature if a site's existing pages cannot be properly crawled or indexed by search engines. The recommended audit process covers HTTP response codes, robots directives, canonical tags, and JavaScript-rendered markup to ensure all signals are consistent. Sitemaps should list only canonical, indexable URLs returning a 200 status, and lastmod timestamps should only update when content genuinely changes. Internal linking is also examined for click depth, broken links, orphaned pages, and uninformative anchor text. Structured data is validated not just for technical correctness but for truthfulness, ensuring markup properties match what is actually visible on the page.

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