Technical SEO affects how your website is displayed in search results, but also has a direct impact on conversions, traffic, and user engagement. Google now indexes websites based on their technical performance. This means your site must be fast, reliable, and optimized to load properly on mobile devices.
Technical SEO is the process of optimizing your website so that it can be found by crawlers and indexed by search engines. It consists of various best practices that are not visible to users but help search engines understand the content and structure of your website better.
Technical SEO is an ongoing process as you continue improving page speed, indexing, and more. Optimizing these details might seem like secondary or unimportant work for a marketer, but it’s extremely important for the success of any online business, especially one that relies heavily on search engine traffic for visibility and conversion rates.
Why is Technical SEO Important For Marketing?
A poorly implemented technical SEO strategy could result in penalties, lower organic traffic, and reduced conversions. This means a poor technical SEO implementation can have a negative impact on your entire marketing strategy. A website that loads too slowly is likely to drive potential customers to abandon their shopping carts. A website that is too difficult to navigate is likely to lose potential customers who are unable to find what they’re looking for and give up on their search. A site that isn’t properly indexed by search engines will never show up in the first place. Google’s algorithm is constantly changing and is expected to become even more focused on the technical aspects of a website in the future. Poor technical SEO implementation can hurt your online presence and business for years to come.
Fast and reliable website
Google rewards speedy websites with higher rankings. A slow site can cause a significant drop in conversions, and customer satisfaction and can even cost your business money. This is because people who visit your site and experience a slow loading time are more likely to abandon their purchases or not complete them at all. Google also rewards fast websites by giving them a boost in search rankings. There are a few ways you can optimize your site for a faster loading speed. The first is to optimize your images and video content. You don’t want to overload your site with large, high-resolution images. Ensure your images are the correct size, have the correct file name, and are of a small enough file size to load quickly. The next way you can optimize your site for speed is by compressing your content. This includes compressing your HTML and CSS. You can also use a content delivery network (CDN) to host your website content and multimedia files. A CDN distributes your site resources across a network of servers to help speed up delivery.
User engagement and satisfaction
Google’s algorithm rewards websites that are engaging, easily navigable, and offer a positive user experience. In order to do this, you need to ensure that the structure of your website is logical, easily navigable, and doesn’t lead to any broken links. You want to make sure that the structure of your pages and the links between them are easy to follow, but also lead visitors to the places they want to go. To ensure this, you need to run a thorough audit of your site’s architecture. You want to make sure that you have the proper metadata on each page and link. This includes things like the title and description in the head> section of your pages, the alt> tags on any images, and other structural elements, like the nav,> section, and aside> section.
Bottom line: Don’t ignore technical SEO!
Google has indicated in recent years that it’s paying more attention to individual page factors, like page speed and user engagement, than it is to global website factors, like overall site speed. This means that if one page on your site is receiving a ton of traffic, but the rest of your site isn’t being indexed properly, it could be bringing down your overall organic traffic. There is no one-size-fits-all solution for running a technical SEO audit. However, there are general best practices that any website owner or marketer can employ in order to improve the technical aspects of their site and boost their search engine ranking.
How to run a technical SEO audit?
When it comes time to run an audit of your site’s technical SEO, there are a few key components you need to look at and understand before you can make any changes. These include: – The structure of your pages – External links – Internal links – The source code of your HTML – The technical elements of your images – Server speed The structure of your pages: Before you can do anything else, you need to make sure you understand the logical flow of your pages. This means you need to understand what content is placed where on your site, including the structure of your articles> and sections>. Run a site crawl and/or use a site map to get an idea of how your pages are linked and where they lead.
Google is keenly interested in the quality of links pointing to your site, both external and internal. External links are links that lead away from your site and point to other websites. The most common method of calculating these is the number of backlinks your site has versus the number of pages on your site with external links. The number of links pointing to your site and the quality of these links plays a significant role in whether or not your pages will be indexed by Google, and more importantly, where they will rank.
Just as important as external links are the internal links that point to other parts of your site. This can include things like breadcrumbs, which are popular on eCommerce sites, and other navigational aids. These internal links signal the structure of your site to the crawler. This helps Google and other search engines decipher the structure and understand what each page on your site is about.
The source code of your HTML
The source code that you use to build your pages is important for a number of reasons. This includes the fact that it helps Google understand how your page is built and how the various elements are related to one another, as well as helping it to crawl and index your site more efficiently. These are some of the elements of your source code that you will want to review and possibly make a few adjustments to – Text – HTML elements – Headings – Descriptions – alt> tags
The technical elements of your images
Images are a significant part of any website, particularly when it comes to eCommerce sites. In order to help Google understand what these images are, and therefore what your pages are about, you will want to make sure you have the appropriate metadata and alt> tags. This includes the title and description of the image, as well as any alt> tags that describe the image to someone who can’t see it, like someone who is visually impaired.
The speed and efficiency of your server are also important for a number of reasons and can play a significant role in determining how well your site is indexed and ranks in search results. Server speed can be tested using a number of tools, including Google’s own page speed insights, which can help you identify areas for improvement, like reducing the number of redirects, compressing your code, and hosting your content on a CDN.
Technical SEO is an important part of marketing that helps Google understand your website and rank it higher in search results. There are various best practices that you can employ to improve the technical SEO of your site. When it comes time to run an audit, you need to understand the structure of your pages, external links, internal links, the source code of your HTML, the technical elements of your images, and server speed.
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