What is Technical SEO?
Technical SEO refers to website and server optimizations that help search engine spiders crawl and index your site more effectively (to help improve organic rankings).
This includes measures that help Google interpret your content, such as Title Tags, Schema Markup, Robots files, Sitemaps, and much more.
By laying a strong foundation you will give your content the best chance possible to rank for your target keywords and phrases.
Technical SEO tricks to improve organic traffic, rankings and revenues.
It’s quite challenging to cover all the technical aspects of your site because hundreds of issues may need fixing. However, there are some areas that are extremely beneficial if got right.
A sitemap is a way of organizing a website, identifying the URLs and the data under each section. Previously, the sitemaps were primarily geared for the users of the website. However, Google’s XML format was designed for the search engines, allowing them to find the data faster and more efficiently.
As a matter of fact, having a blog can help you get your content indexed faster. An active blog – relying on qualitative and insightful content, and backed by authoritative links – will help you improve your rankings and thus your organic traffic. Also, long-form copies (above 1200 words) tend to rank higher and be crawled more often.
If for some reason you don’t have a sitemap, it’s really necessary to create it and upload to Google Search Console. You can check whether it’s coded properly with the help of the W3C validator.
You can use Google Search Console to submit your website for indexing but moreover, test and check your sitemaps and robots files.
Indexing & Crawling
What is Google Indexing?
In layman’s terms, indexing is the process of adding web pages into Google search.
Depending upon which meta tag you used (index or NO-index), Google will crawl and index your pages. A no-index tag means that that page will not be added to the web search’s index.
- By default, every WordPress post and page is indexed.
A good idea for ranking higher in search engines is to let only vital parts of your blog/website be indexed.
Do not index unnecessary archives like tags, categories, and all other useless pages.
What is Google Crawling?
Crawling basically means following a path.
In the SEO world, crawling means following your links and “crawling” around your website. When bots come to your website (any page), they follow other linked pages also on your website.
This is one reason why we create sitemaps, as they contain all of the links in our blog and Google’s bots can use them to look deeply into a website.
- Check your Robots.txt file. It should not block important pages on your site.
- Double-check by crawling your site with a tool that can crawl and render all kinds of resources and find all pages.
Duplicate content is the same content, for instance a blog post or product description, that appears in more than one place on the internet (i.e. at more than one URL). It can be a technical SEO issue as it can relate to incorrect canonicalisation and it can directly affect your rankings on Google. We often see this “copied content” issue one e-commerce client websites, where product or category descriptions are pulled from manufacturers’ specifications – just like all other e-commerce sites from the same niche, making content duplicated across several websites.
You can fix duplicate content issues by:
- Preventing your CMS publishing multiple versions of a page or post (for example, by disabling Session IDs where they are not vital to the functionality of your website and getting rid of printer-friendly versions of your content).
- Using the canonical link element to let search engines know where the ‘main’ version of your content resides.
- Duplicate content can be fixed either by redirecting a duplicated page to the original using a 301 redirect (if the duplication is on your own website).
- Reboot have worked with a number of clients who have this exact problem, the results of replacing copied content with something unique have been remarkable.
In 2010, Google announced that page speed would impact your website ranking. It actually refers to the time a visitor have to wait until your page is completely loaded. On average, a page load for e-commerce website takes 7 seconds meanwhile the ideal load time is around 3 seconds or less.
As a matter of facts, it has an impact on your audience user experience. A bad UX can cost you a loss of revenue if your target have to wait too long to get what they are looking for. They will just close your website. And above all, a slow page load is penalized by the search engines and has an impact on your ranking, both on mobile and desktop devices.
What can lower your page speed?
- Your host: you get what you paid. In the long run, a cheap offer can damage your page speed. Pick the right host that fit to your business size.
- Too large images: images which are too heavy to load can really lower your page speed. It is often due to extra data included in the comments or to a lack of compression. Prefer PNG for images that do not require high details like logos and JPEG for photos.
- External embedded media: external media like videos are highly valuable but can largely lower you load time. To gain some load time, host the videos on your own server.
- Too much ads: more than just bothering your visitors, lots of ads have the drawback to slow down your page speed.
- Long server response time: Analyze site performance data to detect what slows it down (use tools like WebPage Test, Pingdom, GTmetrix, Chrome Dev Tools).
Structured data markup is code which you add to your website to help search engines better understand the content on it. This data can help search engines index your site more effectively and provide more relevant results.
Additionally, Structured data enhances search results through the addition of ‘rich snippets’ – for example, you can use structured data to add star ratings to reviews; prices to products; or reviewer information.
Because they are more visually appealing and highlight immediately useful information to searchers, these enhanced results can improve your Click-through rate (CTR), and generate additional traffic to your site.The sites with results featuring higher CTRs are generally considered to receive preferential treatment in search engines, it is worth making the effort to add structured data to your site.
Hopefully, this should have given you a ‘brief’ indication of what Technical SEO entails, but it’s far from an exhaustive listing of everything you can and should be considering for your site, Google considers a number of ranking factors with more being discovered or added all of the time.
In fact,Its probably fair to say that it barely scratches the surface…