What is Technical SEO?

Technical SEO is a fundamental building block required to create a website that search engines can read. Whilst SEO is often broadly broken down into on-page SEO and off-page SEO, technical SEO sits behind both of them, forming the foundation for success. Solid technical SEO allows search engines to discover, crawl and index your webpage. Technical SEO does not involve tweaking the content on your site but instead entails optimising your website’s infrastructure. The goal of technical SEO is to create a website structure that works in harmony with the content placed upon it, to boost the amount of organic traffic the website receives.

Why Use A Technical SEO Agency?

The requirements of search engines are continually evolving. Google, and other popular search engines, want to give their users the most accurate answer to their queries.

So, they use robots to crawl websites, providing the information they require to efficiently rank each page.

Having a technically well-structured website enables search engine robots to evaluate the contents of your website quickly and effectively.

You can have the most thought-provoking, well written, useful content on your site; but search engines will not promote it to their users without the correct technical foundation.

However, technical SEO is not implemented solely for the benefit of search engines. A website that is optimised for technical SEO will be fast and user friendly. Meaning, your customers will be able to navigate the site effectively, and it will function flawlessly across different devices. This enhances the user experience and encourages them to stay on your site much longer.
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Mobile Usability

As mentioned, technical SEO and user experience work hand in hand.

Over half of the internet traffic now comes from mobile devices, so your website must be optimised for these visitors. Technical SEO can play a huge role in this.

Implementing a responsive design to your website is not only the most aesthetically pleasing for the user, but it is also the simplest to use, and the option search engines love.

A responsive design allows the page layout to respond to the current user’s situation, meaning it will appear differently across their laptop, tablet, and smartphone. This functionality is dynamic and helps to eliminate any issues surrounding duplicate content when implementing mobile SEO.

Site Structure

Creating a site structure that is easy to navigate by both users and search engine bots is essential. The architecture of your site is the backbone upon which the content will rest. Creating strong foundations sets the right tone for the whole business.

A hierarchy should be created, and this should be evident through both the way the site is presented and the URLs used. Using smart, concise category pages means that no two pages will be more than a few clicks from your home page.

There needs to be a consistent and creative use of internal links throughout your site, and of course, each link must be working. Dead internal links make life extremely difficult for search engine crawling bots and make it far less likely that your page will rank on the first page.

Implementing an XML sitemap provides search engines with a detailed insight into the structure of your site.

Crawling and Indexing

As mentioned, search engines use robots to crawl your website. Which is why it is integral that your website is built in a way that allows these robots to navigate. A robust internal linking system is a great start.

When the robot arrives at your website, it will look for a robots.txt file. This file works hand in hand with your XML sitemap. When implemented incorrectly, this file can prevent search engines from crawling your pages, which can be disastrous for your rankings, and therefore views.

However, when implemented correctly, the robots.txt file can give search engines a helping hand to access your site to its full potential and prevent it from viewing any pages should you require this.

Once the search engine bots have crawled the site and analysed the content, they store the data about your site, known as indexing. Meaning, your content will be shown in the search results under relevant queries.

For your page to show on the first page of results, it needs excellent, on-page, off-page, and technical SEO.

Whether browsing on desktop or mobile, users demand fast content.

Nearly half of all web users will abandon any page that takes longer than two seconds to load—highlighting the tiny margin for error your site has.

There are various tools available for auditing page load speed. These tools will help you appreciate how your site compares to the competition.

Once you understand your current position, various fixes can be implemented to speed up the load time. These include optimising and reducing the size of images, minifying the scripted code on your website, and ensuring that you are using caching effectively.

Search engines want to index safe websites.

They appreciate businesses that value their customer’s data and information.

Implementing an SSL, a secure socket layer, essentially builds a wall of protection for your users. HTTPS gives your website authority and integrity and means users are more likely to trust you.

Additionally, it allows search engines to have more trust in your website. Search engines value safety. Therefore, a website without a valid SSL is far less likely to rank on the first page of query results – highlighting the strong relationship between SEO and security.

Websites targeting users from many different countries should be providing multilingual content for their audience.

There are many elements of technical SEO involved with optimising an international website. These include creating a consistent URL structure and using HTML hreflang tags to make search engines aware of any possible duplicate content.

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