The first step in identifying any issues with your website is to undertake an audit. A website audit is undertaken in stages to look at different parts of your website.
Initially, a technical audit looks at what is going on behind the scenes to make sure there is nothing which is harming you from an SEO perspective technically. Broken links, slow page loading speeds, crawl errors, poor mobile friendliness, duplicated content and missing meta data can all have a negative impact on how your website is viewed by Google and will therefore impact ranking.
According to a SEMrush study, more than 80% of websites checked had broken link errors and over 65% of sites had some duplicated content. Once identified, these types of errors are pretty easy to fix – left unchecked they will have a detrimental impact which will worsen over time.