How to Audit an XML Sitemap to Uncover Lost Traffic & Revenue

Oct 15, 2019


Welcome to Indigo Local Marketing's comprehensive guide on auditing XML sitemaps to uncover lost traffic and revenue. As experts in the digital marketing industry, we understand the importance of optimizing your website's performance. In this guide, we will walk you through the process of auditing your XML sitemap to ensure optimal visibility and search engine rankings.

What is an XML Sitemap?

Before we delve into the auditing process, let's first understand what an XML sitemap is. An XML sitemap is a file that lists all the pages of your website, helping search engines like Google understand its structure and content. By providing search engines with this roadmap, you increase the chances of your web pages being indexed and displayed in search engine results.

Why Audit Your XML Sitemap?

An audit of your XML sitemap is crucial to identify any potential issues that may be hindering your website's visibility, resulting in lost traffic and revenue. Regularly auditing your XML sitemap ensures that search engines can easily crawl and index your web pages, leading to better search engine rankings. Let's explore the steps involved in auditing an XML sitemap.

Step 1: Verify XML Sitemap Presence

The first step in auditing your XML sitemap is to ensure that it exists and is accessible to search engines. Double-check that your XML sitemap is located in the root directory of your website and correctly named as "sitemap.xml". This ensures that search engine crawlers can easily find and interpret it.

Step 2: Review XML Sitemap Structure

Once you've confirmed the presence of your XML sitemap, it's essential to review its structure. Your XML sitemap should accurately represent your website's hierarchy, listing all relevant pages. Make sure there are no broken links or missing pages in the sitemap.

Step 3: Check for Errors and Warnings

Analyze your XML sitemap for any errors or warnings. There are various online tools and plugins available that can help you identify any issues. Pay attention to errors such as URLs that cannot be reached, duplicate URLs, and incorrect URL formats. Correcting these errors will improve your website's visibility and prevent search engines from wasting their resources on non-existent pages.

Step 4: Ensure Proper Indexation

Once you've rectified any errors, it's vital to check if your web pages are being indexed correctly. Use Google Search Console or other webmaster tools to verify if search engines have crawled and indexed your pages from the XML sitemap. If you notice any discrepancies, investigate the underlying causes and make the necessary adjustments.

Step 5: Optimize XML Sitemap

To maximize the benefits of your XML sitemap, it's important to optimize it further. Include important metadata such as last modification date, change frequency, and priority. This additional information helps search engines understand the importance and relevance of your web pages, resulting in better rankings.

Step 6: Submit XML Sitemap to Search Engines

Once your XML sitemap is audited and optimized, it's time to submit it to search engines. Inform search engines about the presence and location of your XML sitemap by utilizing Google Search Console or other webmaster tools. This step ensures that search engines are aware of your sitemap and can efficiently crawl and index your web pages.


Congratulations on completing the audit of your XML sitemap! By following the steps outlined in this guide, you have taken a crucial step towards improving your website's visibility, increasing organic traffic, and uncovering lost revenue. Remember to perform regular audits to maintain an optimized XML sitemap and ensure that your website remains competitive in the digital landscape. For further assistance or advanced strategies, don't hesitate to reach out to Indigo Local Marketing, your trusted partner in the field of digital marketing.

This guide on auditing XML sitemaps is incredibly helpful for optimizing website performance. It provides an in-depth walkthrough of the process, ensuring increased visibility and search engine rankings. A must-read for anyone looking to uncover lost traffic and revenue.
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