Why solar sites need a technical audit
Solar search is commercial and local: "rooftop solar in Lucknow", "solar panel price for home", "PM Surya Ghar subsidy". Paid clicks for these terms are expensive; a Google search conversion in one Lucknow solar account cost ₹339. Every page that ranks organically saves that cost, but only if Google can crawl it, understands which page to show, and the visitor can act on a phone. Most solar sites we see fail on at least three of the checks below.
Crawling and indexing
1. Indexed pages match real pages. In Search Console, compare indexed pages with your sitemap. Thank-you pages, test pages and old campaign landers should be noindexed. 2. Sitemap is current. Every live page in, every redirected or deleted page out, with real last-modified dates. 3. No broken internal links or assets. Crawl the site for 404s, including scripts and stylesheets, not just pages. 4. Redirects are single 301s. When a page moves, redirect it once to the new URL and update internal links to point straight there.
Duplicate and competing pages
5. One page per search intent. Two pages with the same title ("Solar Company in Lucknow" on both the homepage and a service page) split Google's signal, and both rank worse. 6. City pages are genuinely different. A page per city works only if each has its own data, such as local lead costs, subsidies or installations; swapping the city name creates doorway pages. Our solar city pages each carry that city's own campaign numbers for this reason. 7. Canonical tags point to the right version.
Speed and mobile
8. Images are compressed. Installation photos straight from a phone are often several MB; convert to WebP and set width and height. 9. No unused scripts. Old chat widgets, page-builder files and duplicate tracking codes slow every page. 10. Call and WhatsApp buttons work on mobile, because most solar enquiries come from phones.
Schema and local signals
11. Organization or LocalBusiness schema with the same name, address and phone as your Google Business Profile. 12. FAQ schema on pages that answer subsidy, price and payback questions. 13. One NAP everywhere: footer, contact page, schema and directories should match exactly. This also helps AI search, which we cover in how AI search changes local SEO.
Tracking
14. Conversions are tracked: form submits, calls and WhatsApp clicks as GA4 events. 15. Leads are stored somewhere you own, such as a Google Sheet or CRM, not only in an inbox. Without these, you cannot tell which ranking pages actually bring customers.
What we found on our own site
We ran this checklist on our own website in October 2026. It found 25 pages loading two script files that no longer existed, two pages competing with the same title, a brand phrase sitting inside the homepage H1, and footers with an incomplete address on 10 pages. A later deployment then left the stylesheet unreachable, so the whole site displayed unstyled until the file was renamed and re-uploaded. None of these showed up in normal browsing; all of them showed up in a crawl. That is the case for running the audit regularly, not once.
Related guides: SEO for solar company websites in India and SEO for solar installers. If you want us to run this audit on your site, our SEO plans start at ₹10,000 a month.
Frequently asked questions
What is a technical SEO audit?
A check of how search engines crawl, index and understand a website: sitemaps, redirects, broken links and assets, duplicate pages, speed, schema and tracking. It finds problems that normal browsing does not show.
How often should a solar website be audited?
At least every quarter, and after every major update or redesign. One deployment on our own site left the stylesheet unreachable, which only a check after upload would catch.
Are city pages bad for SEO?
Only when they are copies with the city name swapped. A city page with its own data, such as local lead costs or installations, is useful and can rank.
Which schema should a solar company use?
Organization or LocalBusiness with the same name, address and phone as the Google Business Profile, plus FAQ schema on subsidy, price and payback pages.