What is the importance of technical SEO?
Search Engine Optimization (SEO) is a technique of increasing the organic search engine ranking and increasing online visitors to a website and incorporating many changes in the website. technical SEO helps drive more good quality traffic to your web site. Many factors control the ranking of websites and they must be carefully managed to achieve better rankings in search engines.
Search Engine Optimization factors can be broadly classified as on-page SEO and off-page SEO factors so as to achieve higher rank. SEO on a page usually deals with areas such as optimization of title, keywords, description and content. When search engines read the source code of a page, the automatic assumption is that the main premise of a web page is the idea that the keyword has emphasized, meaning. Off-page SEO is primarily that part of SEO that is done outside the scope of the web page – mainly on other people’s web sites.
On-page SEO and off-page SEO factors are important for achieving high rankings
- Competition for key phrases
- Number of links pointing to your website
- how long has your site been on the web
- The magnitude of your current web presence
- how good content is provided on your site
- The strength of your post monthly maintenance plan
- Design of your website.
Creating relevant content in a website is often one of the important factors to achieve high rank in search engines. The relevance of the site and the age of internal and external links will make a big difference in rank. The site map should be improved, the relevance of the site should be improved and authority sites should be used to add links to your website. Factors such as in-bound link quality, in-bound link relevance, in-bound link title keyword density, and in-bound link anchor keyword density, in-bound link quality, and title keyword density should also be noted.
Many quality back links will increase the rank of your website. Various methods can be used to get quality back links such as social bookmarking, forum marketing, blog posting and link exchange. However one should not forget the fact that high ranking in search engines is a result of finding the right combination of elements such as forecasting trends, targeting the right marketing channels and audiences, and optimizing the terms.
Why Technical SEO is important
Every business is looking at search engine charts to advance their website, gain online traction, and get more conversions. To facilitate this, it is important to pay proper attention to technical SEO optimization, which is nothing more than optimizing the technical aspects of your website, which support the search engine’s indexing mechanisms, making your business consistent with the search engines. Results are ensured. Technical SEO includes some principles that we as digital businesses are probably fulfilling, but maybe we are not doing so. Below is a comprehensive insight into the elements that go into a full Search Engine Optimization audit that will help you understand and apply these best practices more effectively.
Imagine a car with a super sporty body and a good fuel capacity, but if it does not have the good mechanics (like engine, brakes, etc) to run with? Will it be powerful and successful? Definitely Not. The same is with Search Engine Optimization . Even if you have great content in your site and if your website is not technically sound then the users are not going to find your website great. Technical Search Engine Optimization should be combined with other SEO factors to make your SEO campaign successful.
Conduct a technical SEO audit
Technical SEO audit is the process of finding out if a problem is acting as a barrier when the search engine crawls on your site. It also informs you of possible opportunities to improve site performance. The simplest way to conduct this audit is to lay out all the technical problems and then solve it one by one.
This audit includes resolving several H1, internal linking errors, duplicate content, search engine robot interruptions, URL structure, page speed and some other areas.
Tools are also available to conduct technical Search Engine Optimization audits. These tools will do a lot of work for you in detecting and fixing errors.
- Check your site is mobile-friendly or Mobile Optimization
Mobile optimization has become a must as mobile users have grown to a much greater extent than desktop users. If your site is not yet optimized for mobile, this is definitely a bad sign. Mobile traffic has recently outpaced desktop traffic. This means that mobile users are about to visit and shop on the site.
You should always be where your users are. You need to optimize your site for mobile users. People should be able to use your site easily. This will help you increase the conversion rate of your site.
- Check your site’s Robots.txt file
The robots.txt file will tell the search engine which parts or pages of the site will be crawled and which pages will not be crawled. Crawled pages are those that are visible to users and pages that are not to be crawled are visible to site administrators.
The reason for checking this file is that sometimes the entire website may have been blocked by the site owners. This is normal during the development phase of a site. And when the site goes live the site owners forget to update this file and as a result new pages of the site or sometimes the entire site are not indexed and crawled by the search engine.
Check your robot text file frequently to ensure that the changes you make to your site are updated. To check if your site is working properly, the Robots.txt file should always be your preferred factor.
- Check for duplicate Content metadata on Your Webpage
Search engines hate duplicate content. Duplicate content can be found both on site and off site. You need to be careful in detecting both. If the number of duplicate content in a website is high, the search engine will penalize the site. The most common form of duplicate content is using facets. To avoid this type of duplicate content you need to distinguish one page from another by using the title, tag and Meta description of those pages.
Duplicate Meta descriptions occur when similar products or pages simply have content copied and pasted into the Meta descriptions field.
Sites with multiple sub-categories, such as e-commerce websites or educational websites, often face the problem of duplicate metadata. More than half of web pages do not contain metadata descriptions, and are largely duplicate or inaccurate. A crawl report will help you to pull out the commonly encountered errors.
The content of your home page should always be unique. You need to regularly update the content of your site to ensure that your content is unique. If you copy content from any famous site then the site will exit your site.
- Site Structure
You should use your common sense when structuring your site. Your site architecture should be the best for both users as well as search engines. If your site has a clear structure then search engines can easily crawl your site and users can navigate around the site easily. When your structure your site ensures that all important pages are linked to the home page.
- Check Page or site load time Speed
Page speed refers to the time it takes for a search engine to load the content of a page. Speed is considered an important ranking factor by Google. A fast loading site is likely to get better rankings in search engines. If the site loads slowly then visitors will lose interest in your site which in turn increases the bounce rate of your site. Increasing the bounce rate will decrease your sales.
Google’s Page Insights is a good tool used to find out if there is a problem with the loading of a site.
- Check XML sitemap status
The sitemap contains all the URLs of all the pages in your site and shows Google and other search engines the structure of your site. It tells the search engine what the site is and how it is structured. One can easily find a page through the sitemap.xml search engine that would otherwise be difficult to find. Make sure your xml file is up to date and contains all the important pages on your site.
- Error Pages and redirects
When the search engine crawls on a site, sometimes you may see a page error and code. These codes are called status codes and the most common codes for your reference are given below.
HTTP 200 – When you try to crawl your site you will get this code which means that the request is successful and the page is mixed with content.
301 Error – 301 is a permanent redirect. It is shown when a page is permanently moved to a new location or is permanently removed. It tells search engines to move link juice from the old URL to the new one.
302 Error – This is a temporary redirect. This notifies the search engine to only maintain a link jus to that URL and not redirect to the new page.
404 Error – This code says that the page has not been found. Getting a 404 error is sometimes dangerous. It should be avoided. If you get a 404 error in your site, find out where it is coming from because sometimes it can be due to a simple spelling mistake in the URL.
503 Error – 503 means that the service is unavailable. If you are taking your site offline due to some maintenance then send these errors to 503. Search engines will treat this code as temporarily non-functional site. You can redirect your site by saying that your site is under maintenance.
- Structured Data
Structured data is the main component in any data or information. Search engines have created a common language for reading data. Such languages include schemas, micro formats, micro data, and RDF. These languages are used to explain information in detail.
- Meta Tags
The Meta tag you should be more concerned about is the Meta description. This does not greatly affect your ranking, but is the main reason for clicking on the browsers on your site. A Meta description is what summarizes your site in search engine ranking pages (SERPs). But don’t fill your Meta description with keywords. Each page of your site should have a unique Meta tag with a proper title and clear description. This should make the user temporary to click on your site.
- Optimize your images
Compress images of your site. Sometimes images may contain Meta data that will occupy a lot of space. Delete such data Use a device or plug-in to compress the data. Combine several small images to create a single file called ‘Sprite’. Navigation icons and logos are usually included in sprites. If you are using Sprite, you can tell the browser through CSS which part of that image is to be used.
Alt tags can be added to an image that contains a brief description about the image. Alt tags can also contain keywords. You can add a name for the image that is relevant to it.
- URL structure
URL structure is yet another top most important part of technical factor in SEO. In the early days URLs were so confusing. But now-a-days URLs contain keywords that make it easier for search engines to understand what a page is. These URLs also attract users to click on the link. Examples are given below
URLs in the early days
When making your URL keep all these simple tips in mind
Do not include extraneous characters in your URL Shorter the URL’s, the more effective they are
URL’s can contain numbers and alphabets Avoid underscores Sub domains rank better
- Semantic Page Mark-up
Use HTML like H1, H2, H3 and the like. H1 is used for the most important headings and H2 for the next level and H3 for the next level and so on. The search engine will use such tags as a guideline to understand the content and crawl the pages. HTML sitemaps will also help visitors navigate your site easily.
- Create a Podcast
If you are more afraid to deliver a message to a live audience then you can create a podcast. Through podcasts you can send messages to your specialist area and bring more traffic to your site. In the beginning you will feel that you do not have enough audience to listen to you. But gradually it will increase. Try to promote your podcast on social media which will help you gain more viewers.
- Audit for keyword cannibalization
Keyword cannibalism can cause confusion among search engines. For example, if you have two pages in a keyword contest, Google will need to decide which page is the best.
One of the most common keyword cannibalism is optimizing the home page and subpage for keywords that are common in local SEO. Use Google Search Console’s performance report to see pages competing for similar keywords. Use the filter to see which pages in the URL have the same keywords, or by keywords to see how many pages are ranking for those keywords.
- Check for broken links
Any type of broken link is bad for your SEO; this can ruin the crawl budget, create a poor user experience, and lead to lower rankings. This makes it important to identify and fix broken links on your website.
One way to find a broken link is to check your crawl report. This will give you a detailed view of each URL that the link has broken.
- Check HTTPS status codes
HTTPS has proven to be a very strong ranking factor and is important for listing your webpage on search engines. If you are still on HTTP, you will need to make changes to HTTPS as soon as possible to avoid 4xx and 5xx status codes in your content.