What is Technical SEO and Why Should Website Owners Care?

Guest Post By Ami Kariya

Search Engine Optimization or SEO is the buzzword on the internet, and everyone wants to use it to get more traffic. Websites are created to inform the target audience or promote goods/services. This means that they compete with each other for more traffic, and that is when SEO comes into the picture. Keywords and backlinks are considered to be non-technical parts of SEO. In this blog, we will have a close look at technical SEO and its various methods.



What is Technical SEO?


Technical SEO is the process of ensuring that a website adheres to the technical requirements of search engines in order to improve its ranking. Technical SEO includes crawling, rendering, indexing, and website architecture. A website may have the best content, but if it is not in tune with technical SEO, it will not have a good rank.

It basically means Google and other search engines should be able to find, crawl, render, and index your web pages. Additionally, your website pages should be secure, load faster, have no duplicate content, and be optimized for mobile.


Factors of Technical SEO



●     HTML, JavaScript, and CSS


HTML provides the essential structure that browsers need to display web content. JavaScript provides the code that makes webpages interactive, dynamic, and flashy. CSS takes care of the overall look of your site, including colors and fonts. All these have a direct impact on website performance and hence need to be optimized.


●     Site Structure and Navigation


Your website’s structure is the first thing you should work upon to improve your technical SEO aspect. Many crawling and indexing issues occur because the website structure is not proper. Website structure also influences almost everything you do for SEO purposes.

The website structure should be as flat as possible as that will make crawling by Google and other search engines easier.

●     Crawling


Search engines use bots to crawl the website and follow links to discover content on your website. A good internal linking structure will make it easy for search engines to identify the most critical content on the website. You can even guide this robot by not allowing them to visit specific pages, or you can allow them to crawl a page but tell them not to show this page in search results, to follow the links on that webpage. You can give the bot directions on your site by using the robots.txt file.


●     Dead Links



If a link on any webpage leads to a non-existing page, the visitor will see a 404 error message. Search engines also don’t like such messages and tend to find more dead links than people because they check every link they find. Most sites have some dead links, but there are tools that can be used to remove dead links from your website.


●     Duplicate Content


If your website contains the same content on different pages or even on different websites, search engines will get confused. As all the web pages have the same content, who should rank the highest? There is a technical solution to this issue, and it is called the canonical link element. With this element, you can indicate what the original page is or the page you would like to rank in search engines.


●     Security


Website security for visitors to protect their privacy is an essential requirement these days. One of the ways to make the website secure is by implementing HTTPS. Google acknowledges the importance of security, and secure websites are ranked higher than unsafe ones. If you see a lock symbol on the left-hand side of the URL, your website is safe.

●     Page Speed


Sometime back, webpages were much easier for search engines to render as programming was comparatively simple. At present, with the power of JavaScript and CSS, many things have been made possible. As Web Content becomes byte-heavy and dynamic, page speed becomes critical. As it is part of the ranking factor, all pages should be optimized to load as fast as they can to improve search rankings.



●     Structured Data


Structured Data is a prerequisite if you want search engines to better understand your content, website, and even your business. Structured Data helps in indicating to search engines your products or services. With structured data, you will also be able to provide details about the products/services. A fixed format is available, which can be used to provide this information.


●     Use hreflang for International Websites



If your website is meant for more than one country where the same language is spoken, search engines need to be told which countries or languages you are trying to reach. This helps search engines show relevant results for a particular location. Hreflang tags are used for this purpose and also deal with the duplicate content problem. For example, if there is exactly the same content on both the US and UK sites, Google will know that they are meant for different regions due to hreflang tags.

●       XML sitemap


An XML sitemap is a list of all the pages on a particular website and serves as a roadmap for search engines. This ensures search engines do not miss any important content on your site. Ideally, if your website is structured very well, then you do not need an XML sitemap. However, not all websites are well structured, and having an XML sitemap won’t do any harm.


Why Should Websites Care About Technical SEO?



Google and other search engines strive to generate the most relevant results for their users. Google’s robots scrawl each and every webpage on the internet and then evaluate them based on various parameters. Hence, adhering to the technical SEO aspects discussed above will make the search engine task easier. Technical SEO, when combined with non-technical SEO, like quality content, images, infographics, videos, internal links, backlinks, and sharing posts on social media, will ultimately lead to higher rankings, which is the end result all website owners want.



To Summarize…


Technical SEO is a bunch of factors that need to be worked upon to improve the search performance of a particular website. This makes technical SEO a vital cog in the wheel of a webmaster’s efforts to get more visitors to the website. Hence, all websites should take care of technical SEO aspects and review them periodically.


Need help with technical SEO? Evolve Media can help you with the task with a very efficient and cost-effective way to get organic traffic.


Erik Watson, a content crafter at GoodFirms who intends to share his outlook on the fast-paced tech industry and all the new and exciting global trends with the audience through his writing. A writer by the day, and an avid reader by the night, Erik enjoys exploring different genres that help him grow as a writer and individual.