Technical SEO audit checklist for Swiss websites in 2025
SEO Technical Audit Checklist for Swiss Websites in 2025
The is the foundation of online visibility in Switzerland. In 2025, search engines, powered by artificial intelligence, require technically strong websites. Here's what you need to know to optimize your site:
Summary of Priorities:
- Multilingualism: Implement hreflang tags (
fr-CH,de-CH,it-CH) and structured URLs (/fr/, /de/). - Performance: Improve Core Web Vitals (LCP < 2.5s, INP < 200ms, CLS < 0.1).
- Legal Compliance: Adhere to the new Swiss data protection law (nFADP).
- Indexation: Use multilingual sitemaps and Schema markup suitable for Switzerland.
Key Points:
- Mobile Speed: 38.4% of Swiss traffic is mobile. Optimize for loading times under 2 seconds.
- Cookies and Data: Implement clear consent and avoid "dark patterns." Fines can reach CHF 250,000.
- Local Hosting: Use a Swiss server to reduce latency and comply with local standards.
Recommended Tools:
- Google Search Console: Monitor technical errors and performance.
- Semrush/Ahrefs: Analyze keywords and optimize multilingual content.
- AI for SEO: Automate audits and monitor real-time performance.
By following this checklist, you ensure better indexation, legal compliance, and optimized . These steps are crucial to remain competitive in the Swiss market in 2025.
Required Multilingual Configuration
Hreflang Tags Configuration Guide
To optimize the SEO of , it is essential to configure hreflang tags correctly. Here is a recommended structure:
| Linguistic Version | Hreflang Code | Example URL |
|---|---|---|
| French (Switzerland) | fr-CH | example.ch/fr/ |
| German (Switzerland) | de-CH | example.ch/de/ |
| Italian (Switzerland) | it-CH | example.ch/it/ |
| English (International) | x-default | example.ch/en/ |
These configurations allow for precise indexation before implementing geolocated redirects. To ensure their effectiveness, follow these three fundamental rules:
- Each page must include a self-referencing tag.
- Hreflang tags must be bidirectional.
- An x-default tag should be used as a fallback solution.
"According to John Mueller, hreflang is one of the most complex aspects of SEO (if not the most complex one). Feels as easy as a meta-tag, but it gets really hard quickly."
John Mueller, Google Webmaster Trends Analyst
Geolocated Redirects Configuration
Once hreflang tags are correctly set up, you can configure geolocated redirects to enhance user experience. Prefer 302 redirects over 301 for two main reasons:
- Preserve indexation and SEO equity between different language versions.
- Offer a smoother and personalized user experience.
Also, add a visible and easily accessible language selector. To avoid repeated redirects, remember users' language preferences using cookies.
Multilingual Content Management
With redirects in place, focus on multilingual content to avoid duplicate content issues. Adapting your content to Swiss linguistic specificities enhances your site's relevance. Here are some effective approaches:
| Structure | Advantages | Application |
|---|---|---|
| Subdirectories (/fr/, /de/) | Strengthens domain authority | example.ch/fr/ |
| Canonical Tags | Eliminates duplicate content | Between language versions |
| Localized URLs | Enhances local relevance | Slug adaptation by language |
A good example is Nike: in 2013, their implementation of hreflang tags significantly improved the performance of their pages in different language regions.
To further optimize your multilingual content:
- Conduct specific to each language region.
- Adapt content to local specificities, especially for Swiss French.
- Regularly monitor implementation errors using dedicated tools.
Meticulous management of multilingual content, considering local variations like Swiss French, is essential to maximize relevance and effectiveness of your site.
Optimizing the Speed of Swiss Websites
Measuring Core Web Vitals
Core Web Vitals are key indicators to assess user experience in 2025. For websites, three main metrics should be monitored:
| Metric | Goal | Impact |
|---|---|---|
| Largest Contentful Paint (LCP) | Less than 2.5 seconds | Increases conversions by 8.4% per 0.1 second gained |
| Interaction to Next Paint (INP) | Less than 200 milliseconds | Reduces conversions by 5.6% per second lost |
| Cumulative Layout Shift (CLS) | Less than 0.1 | Improves visual stability |
Concrete examples show the impact of these optimizations: Vodafone reduced its LCP by 31%, leading to an 8% sales increase. Similarly, NDTV decreased its bounce rate by 50% by achieving an LCP of 1.9 seconds.
Once these metrics are measured, the next step is to optimize your site's hosting.
Swiss Servers Configuration
To ensure good performance, a robust infrastructure is essential. Hosting in Switzerland offers several advantages:
- Reduced latency for local users
- Strict compliance with Swiss data protection standards
- Increased service quality and stability
To make the most of your hosting, here are some technical recommendations:
- Use a CDN with points of presence in Switzerland to accelerate content delivery.
- Compress your JavaScript and CSS files to reduce their size.
- Cache your pages using tools like Varnish or Cloudflare.
- Optimize your images by adopting modern formats like WebP.
These technical adjustments significantly improve your site's performance.
Mobile Performance Standards
Once your site is generally optimized, focus on mobile experience. In 2023, 96% of Swiss people owned a smartphone, and 38.4% of web traffic in Switzerland came from mobile devices. This makes mobile optimization a priority.
| Aspect | Required Standard | Recommendation |
|---|---|---|
| Touch Area Size | Minimum 48 px | Facilitate clicks on buttons and links |
| Loading Time | Maximum 2 seconds | Minimize heavy resources |
| Navigation | Simple and intuitive | Adopt a hamburger menu suitable for small screens |
To go further, adopt these best practices:
- Implement a Mobile-First approach from the design stage.
- Enable lazy loading for images to speed up initial rendering.
- Reduce animations during loading to avoid slowdowns.
- Regularly test your site on different devices and screen sizes.
- Ensure your design is responsive and adapts perfectly to all formats.
With 74% of Swiss people using their smartphone for searches and 59% making mobile purchases, effective mobile speed optimization can have a direct impact on your conversions. This underscores the importance of providing a smooth and fast user experience on all devices.
Compliance with Swiss Data Protection Laws
Implementation of Cookie Consent
To comply with the LPD and LTC, it is crucial to implement a cookie management system that clearly distinguishes the different types of collected data.
| Cookie Type | Legal Requirement | Action Required |
|---|---|---|
| Essential | No consent required | Provide clear information |
| Functional | Opt-out option | Offer a visible refusal button |
| Marketing/Analytics | Explicit consent | Requires active opt-in |
The PFPDC strictly prohibits dark patterns. Any violation can result in fines of up to CHF 250,000.
Cookieless Tracking Methods
Once consent is properly managed, you can consider alternatives to cookies for data tracking:
-
Privacy Sandbox
Google offers a set of APIs designed to protect privacy while enabling conversion tracking. These tools reduce the collection of personal data. -
Server-Side Solutions
By processing data directly on the server, you improve accuracy, limit cookie dependency, and better comply with the LPD. -
Contextual Advertising
This method relies on browsing context rather than user data, providing a privacy-respectful alternative.
These approaches are part of an overall strategy to protect data while maintaining marketing performance.
Technical Configuration for Data Protection
To ensure complete compliance, it is essential to establish strong and well-documented technical processes.
| Requirement | Implementation | Impact |
|---|---|---|
| Records of Processing | Detailed documentation | Mandatory |
| Breach Notifications | Immediate alert | Quick response required |
| Impact Assessment | Analysis for high-risk processing | Documentation required |
"The new Swiss data protection law is not a standalone cookie law, but a set of guidelines from the PFPDC, published in early February 2025, to clarify cookie practices according to existing laws."
Companies handling sensitive data, such as health-related data, must obtain explicit consent. This involves maintaining rigorous documentation, conducting regular audits, and training staff on the latest requirements.
Transparency is essential: users must understand how their data is used and have the ability to modify their preferences at any time.
Indexation Configuration for Search Engines
Sitemap Configuration
For the Swiss market, a multilingual sitemap must be optimized following these standards: encoding in UTF-8, limit of 50 MB or 50,000 URLs.
| Sitemap Type | Usage | Compatibility |
|---|---|---|
| XML Multilingual | Main HTML pages | Google, Bing |
| Image Sitemap | Important visual content | Google, Bing |
| Alternative Language Sitemaps | Linguistic versions |
Make sure to include only the . As Daria Chetvertak, SEO expert at SE Ranking points out: "Creating XML sitemaps helps search engines understand which pages to index. Including a URL in the sitemap signals to Google that the page is of high quality".
Once the sitemap is structured, move on to integrating Schema markup to enhance local visibility.
Schema Markup for Swiss Businesses
Schema markup, based on JSON-LD format, is essential for providing accurate and localized information. Here are the elements to include:
- Exact geographical coordinates
- 24-hour opening hours format
- Swiss format phone numbers (+41)
- Prices displayed in Swiss Francs (CHF)
For businesses with multiple branches, this markup ensures that site-specific information (address, phone, hours) is correctly displayed.
Multilingual Canonical Tags
Canonical and hreflang tags play a crucial role in managing multilingual indexation. They help avoid duplicate content issues across different languages. Here's a typical configuration example:
<link rel="canonical" href="https://example.ch/fr/page" />
<link rel="alternate" href="https://example.ch/de/seite" hreflang="de-CH" />
<link rel="alternate" href="https://example.ch/fr/page" hreflang="fr-CH" />
Each language version should include hreflang tags pointing to all available alternatives. For multilingual sites in Switzerland, it's preferable to use URLs that clearly indicate the language (e.g., example.ch/fr/ and example.ch/de/) rather than URLs without language specification.
"Hreflang tags are inclusive ('index me and the other page but for different regions'), while canonical tags are exclusive ('don't index me, index the other page')".
Conducting a Technical SEO Audit of Your Site with Screaming Frog