In this article, we will delve into the basics of technical SEO. Having a foundational understanding of the more technical aspects of SEO can make a significant difference between having a website that ranks highly and one that remains unnoticed. Technical SEO, though challenging, plays a crucial role in optimizing your website’s technical infrastructure to enhance its visibility in search engine rankings. In this piece, we will discuss, in layman’s terms, the aspects you should prioritize or request your developer to address when refining the technical framework of your site.
Understanding Technical SEO
Technical SEO revolves around enhancing a website’s technical components to improve the ranking of its pages in search engine results. Streamlining a website to make it faster, more easily navigable for search engine crawlers, and comprehensible for search algorithms constitutes the core of technical optimization. It is an aspect of on-page SEO, which focuses on refining elements within your website to boost its ranking, juxtaposed with off-page SEO, which entails promoting a website through external channels.
Significance of Technical Optimization
Search engines such as Google strive to deliver the most relevant results to users’ queries. To achieve this, search engine algorithms assess various factors when evaluating web pages. Some factors, like page loading speed, directly influence user experience. Others aid search engine bots in comprehending the content of your pages, among which structured data plays an important role. Let’s take digital marketing for the trucking industry as an example. Implementing structured data markup on your website can help highlight your services, such as freight transportation and logistics. This makes it easier for clients to find you in search results. By optimizing technical aspects, you facilitate the search engine crawlers’ ability to navigate and interpret your site. Successful technical optimization can lead to improved rankings and the possibility of earning good results.
Conversely, neglecting technical optimization can have negative consequences. Minor technical errors can inadvertently prevent search engines from crawling your site. For instance, a misplaced trailing slash in your robots.txt file might bar search engine bots from accessing crucial parts of your site.
However, it is essential to recognize that catering solely to search engine algorithms is not the only objective. Primarily, a website should offer an optimal user experience — fast, intuitive, and easy to navigate. Fortunately, establishing a robust technical foundation often aligns with providing an enhanced user experience and a favorable search engine performance.
Characteristics of a Technically Optimized Website
Here are some key traits of a technically optimized website:
Speed Is Crucial
In today’s digital landscape, the speed of web pages is paramount. Users have become increasingly impatient and are unwilling to tolerate slow-loading websites. Research conducted in 2016 revealed that 53% of mobile website visitors would abandon a webpage if it failed to load within three seconds. This trend persists, as recent studies from 2022 indicate that ecommerce conversion rates decline by approximately 0.3% for every additional second it takes for a page to load. Consequently, a sluggish website leads to user frustration, driving them to seek alternatives and causing you to lose valuable traffic.
Search Engine Crawling Capabilities
Search engines employ robots to crawl, or spider, through your website. These robots traverse links to uncover content on your site. An effective internal linking framework guarantees that they grasp the significance of the primary content on your site.
However, there are additional methods to direct these robots. For example, you can restrict their access to certain content if you prefer to keep it off-limits. Alternatively, you can permit them to crawl a page while instructing them not to display it in search results. You can also stop them from following any links on that page.
Absence of Dead Links
As we’ve previously mentioned, slow-loading websites can be frustrating. However, what can be even more aggravating for visitors is arriving at a page that does not exist. If a link directs users to a non-existent page on your site, they will encounter a 404 error page, disrupting the carefully crafted user experience you’ve cultivated.
Avoiding Confusion with Duplicate Content
Having identical content across multiple pages of your site, or even across different sites, can confuse search engines. This is where monthly link building packages from expert SEO agencies can make a difference. These packages not only help you maintain the right amount of unique, high-quality content but also ensure that your website’s authority is consistently boosted with relevant backlinks. An SEO company with link building in mind will ensure the right backlinks point to your site, helping search engines prioritise your pages for better rankings. When multiple pages feature the same content, search engines encounter a dilemma: which page should they prioritize for ranking? They then may assign lower rankings to all pages with duplicate content.
Structured Data
Structured data plays a significant role in enabling search engines to gain a deeper understanding of your website, its content, and even your business. By implementing structured data, you can inform search engines about the types of products you offer or the items featured on your site. Furthermore, structured data provides an avenue for providing comprehensive details about these products or recipes.
XML Sitemap
In simple terms, an XML sitemap is a comprehensive list of all the pages on your website. It functions as a navigational guide for search engines, ensuring they don’t overlook any significant content on your site. Typically organized into categories such as posts, pages, tags, or other custom post types, the XML sitemap includes details such as the number of images and the date of last modification for each page.
Essential Tools
Conducting a technical SEO audit of a website plays a crucial role in optimizing its performance and improving its position in search engine results. For a thorough assessment, consulting with SEO audit experts can help identify critical issues and provide tailored recommendations to enhance site performance. Various tools can be used to perform this analysis, helping to identify technical issues and providing recommendations for their resolution. Here are several popular tools widely used for conducting technical audits of websites:
Google Search Console: This free tool from Google provides valuable information on how search engine robots perceive your site. It allows you to track page indexing, check for scanning errors, and receive recommendations for improving site performance.
Google PageSpeed Insights: This tool, also provided by Google, is used to evaluate the loading speed of web pages. It analyzes your site and provides a loading speed assessment for both mobile and desktop devices, as well as offering recommendations for performance optimization.
SEMrush: This tool offers a wide range of features for auditing websites, including keyword analysis, position tracking in search engine results, and analysis of technical aspects such as loading speed and site maps.
Ahrefs: Another powerful tool for conducting technical audits is Ahrefs. It provides comprehensive insights into various aspects of a website’s performance, including backlink analysis, keyword research, and site health checks. With Ahrefs, you can identify technical issues and implement effective strategies to improve your site’s visibility and ranking in search results.
Conclusion
Technical optimization plays a crucial role in ensuring a good user experience and increasing the visibility of your website in search engines. Regular attention to technical details, as well as adherence to current recommendations, will help provide your site with a competitive advantage in the online environment. If you want to work with experts in the field, feel free to search for technical SEO services on Google to find the most famous agencies around you.