Technical SEO audit: a DIY website checklist
Most organic traffic problems are technical rather than editorial. The good news: a basic audit takes a couple of hours to do yourself.
Indexation: can Google see your site
Start with the Page Indexing report in Google Search Console. It shows how many pages are indexed and why the rest are excluded.
A common situation: the site launched but the development-time indexing block was never removed. Check robots.txt and the robots meta tag for noindex.
robots.txt and sitemap.xml
robots.txt must not block CSS and JS, or Google cannot render the page and evaluates it incorrectly. Block only admin and utility sections.
sitemap.xml should contain only live pages returning 200, and be referenced in robots.txt and Search Console.
Canonicals and duplicates
The same page reachable at several addresses (www and non-www, http and https, trailing slash variants, UTM parameters) reads as duplicates and dilutes authority.
The fix: one canonical address, 301 redirects from all others, and a correct canonical tag on every page.
hreflang for RU/UZ/EN
Multilingual sites without correct hreflang are a typical problem in Uzbekistan: Google cannot tell which version to serve and the versions compete.
Rules: every language version references all others including itself, x-default is mandatory, and links point only to canonical URLs.
Structured data
The minimum for a local business: Organization or LocalBusiness with address, phone and hours. Service for offerings, Article for posts, Product with price and availability for goods.
Markup does not raise rankings directly but produces rich snippets that noticeably improve click-through.