Technical SEO refers to website and server optimizations that make it easy for search engines to crawl and index content.
The foundation of a search engine strategy starts with Technical SEO. It allows for your website to be accessed by search engines so that customers can discover your content.
The scope includes the management of elements like Crawling, Indexing, Status Codes, Page Speed, Content, Site Structure, Mobile Usability, SSL, Structured Data, Migrations, and Rendering for websites.
Another way to think of Technical SEO? Hakuna Matata. In the Lion King Hakuna Matata means “no worries.” In SEO, it means no issues with your website.
By ensuring that your website is problem free, Technical SEO clears the way for your content to thrive and organic search traffic to increase.
Technical issues vary. At best, technical issues result in missed opportunities to communicate information to customers and search engines. At worst, technical issues make your site completely inaccessible to search engines, invisible to customers, or both.
Here are some important things to know about Technical SEO.
Users and search engines dislike websites with issues. Technical SEO addresses and fixes those issues.
The road to improvement starts with a SEO audit. Every website is unique, and to improve, a SEO company will need to identify issues that pertain to your website.
What is in a Technical SEO audit? Some of the main components include:
The process of an audit begins with a “crawl” – a request to analyze all the accessible urls of a website.
Upon completion you will receive an audit report, website health score, and insight on key issues like accessibility.
Within the details of the audit is a list of the actual issues your website has. By issues, we’re referring to the mistakes a site audit reports based on data received when crawling the site.
There are different issues within an audit. There are errors, warnings, and notices.
Errors are at the top of the list of priorities. Warnings do not necessarily require fixing, but still may be worth attending to. Notices are worth looking into, but are low priority on the to-do list.
Improving starts with putting out important fires. Then, it’s moving on to putting out all fires. When the fires are out, then the focus shifts to rebuilding a strong structure that isn’t as susceptible to fires.
An audit helps provide the roadmap.
Customers need to access your information and products. They don’t want to wait.
That’s why accessibility and website site speed performance is an important aspect of Technical SEO.
Customers access information on mobile devices, desktops, and tablets. Websites have more features, images, and information. Websites need to load all that information across all devices to connect customers with what they want. Quickly.
That’s a challenge. But when done right, speed rewards both the business and the customer. Just look at McDonald’s and fast food, or this case study with Pinterest (they improved mobile web home landing page performance by 60 percent and saw their mobile signup conversion rate improve by 40 percent).
We utilize three technical SEO tools to measure website performance: Google’s PageSpeed Insights, GTMetrix, and Ahrefs.
All three tools offer unique insights into the following areas on how to improve site speed.
Google PageSpeed gives you insights straight from the source that matters the most. Their recommendations are broken down in Lab Data, Opportunities, and Diagnostics.
We use all of these tools to identify the high priority issues to improve performance. From there, we find and implement solutions to increase page speed so that customers are connected with your content faster.
Missing, empty, or sub-optimal HTML tags are a missed opportunity to improve SEO.
At best, missing HTML tags are missed opportunities to get a customer to click on content from a search engine results page. At worst, HTML tags prevent content from reaching a search engine results page.
Here are some of the different types of HTML tags we analyze:
Why is content quality important? Because content is what ranks in Google. If the content is not quality, it will not rank in search engine result pages.
Analyzing content detects issues that may be impacting quality. This includes common content quality issues like:
SEO starts with a search engine visiting a website to discover content.
The visit a search engine makes to a site is called a “crawl.” The subsequent appearance of content in a search engine result page is called “indexing.” Together, crawling and indexing are the peanut butter and jelly of Technical SEO.
Common areas of crawling and indexing include analysis of:
We’ve hit on the key elements of Technical SEO with website performance, HTML tags, Content Quality, Crawling, and Indexing.
But, there are even more important factors to consider:
When you factor in all of these elements together, you collectively gather the focus of Technical SEO.
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