Technical SEO

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What Is Technical SEO?

As distinct from on-page SEO, off-page SEO and automated SEO, technical SEO refers to activities that directly impact the indexing and crawling of your site by search engines. The easier your site is to navigate by search engine algorithms, the higher your search ranking is likely to be. 

As such, it is essential that the separate components of your webpage are configured so that a search engine can crawl, render, and index your website. Site speed is one of the key elements of technical SEO, as well as structuring of data and other factors that we will come to. 

The bottom line is that paid searches are not enough to generate user confidence anymore, at least beyond the short-term.

Why is Technical SEO Important?

A site whose architecture is clear and smooth is perceived by search engines to be a more reliable source of information and content in your sector. 

In days gone by, technical SEO factors like routing traffic to sites were simply a matter of grabbing attention from simpler algorithms, so keyword stuffing and other ‘black hat’ techniques were sufficient. 

Now, though, these techniques are actively punished by the algorithm. Providing a satisfying, user-friendly website to Internet users is key to any technical SEO strategy.

What is included in technical SEO? Any effort that makes your site faster, easier to crawl, and more legible to search engines. Google’s robots crawl and evaluate websites based on about 200 different indices, including user experience, page load speed, and clarity as to what the page is about.

How Do Search Engines Work?

Search engine bots follow links along the content of your site, so a great internal building strategy is essential here. The algorithm prefers a ‘flat’ site structure, where all pages are only a few clicks away from one another. 

At its deepest, your site should have no link that’s more than three or clicks away from any other link. In order for Google and other search engines to get into the crevices of your site, orphan pages – which can’t be accessed internally – need to be linked up to the overall structure.

If you have a large number of product pages, this is especially important. An XML sitemap with a list of all pages for the site – essentially a roadmap for search engines – can really help here.

How to Optimise Technical SEO

A consistent URL structure, site auditing, and faster websites stop visitors to your site from getting frustrated, and also allow all of your site to show up on search engine results pages. 

Anything that works against a carefully crafted user experience is likely to upset search algorithms also. The more 404 error pages and 301 temporary redirect pages that an algorithm finds, for example, the lower the search ranking, since search engines will give preference to live pages. 

Search engine algorithms become confused by duplicate content, so canonical link URLs are a must to prevent them going down blind alleys. These canonical tags tell Google and other search engines which the preferred site is. 

Another red flag for search bots is poor site security. The HTTPS tag on all URLs prevents the interception of data that is sent between browser and site. 

JavaScript poses problems for technical SEO, with many elements such as text, links, and tags loaded on the client’s side invisible until rendering. This slows down search engine crawlers as they try to index your web page. Where the JavaScript is old or complex, the search engine crawler can get lost. This is where site auditing becomes a necessity. 

Making Technical SEO Work Across Platforms

Structured data tells search engines what your site is doing. This involves using a schema to label or organise content allows search engines to ‘read’ your site in a structured way. 

Marking up your content also can enable special features to accompany your pages in search engine results pages. These rich snippets include being featured in ‘Top Stories’ carousels, appearing in suggested search boxes, or having your review stars show up on the results page itself.

Since well over half of all web traffic today comes from mobile, visitors to your site using their phones need to meet with responsive design when they reach your site, so that they don’t have to double-tap or pinch-and-zoom to navigate your page.

Image compression, optimised alt text, and ‘lazy loading’ – where a low-res image, rather than a blank space, appears on the edge of content as the user scrolls down the page – are easier for mobile searches to navigate. A sitemap for images also allows this content to be indexed for mobile searches. 

What We Can Do

Sherlock Communications is a digital marketing agency whose technical SEO specialists will apply best practices in a way that works for your platform and business objectives. 

We will identify opportunities and threats to your organic search performance, based on our wide-ranging experience and expertise in Latin America. We audit and optimise a wide range of websites and platforms, from eCommerce to lead generation, and from news publications to brochure websites. 

Knowing how to conduct a website audit is the main factor in keeping technical SEO up to speed. Constant gardening to clear the path for search engine algorithms will keep your site visible and high up in search rankings. 

Investing in effective technical SEO means making the right technical decisions to optimise a website and maximise its potential for search engine visibility. These decisions add up over time to a significant increase in organic traffic and conversions. 

Having multiple website versions for your business in different countries and languages will help you to appear further up search algorithm rankings. 

Adding the hreflang tag to your URLs can be difficult to set up without technical assistance, but our team is well placed to guide you through and ensure that your site pops up in searches wherever your potential customers might be.

If you are looking to boost your eCommerce’s profile and search engine rankings, our eCommerce SEO specialists can help you to enhance its technical specifications and optimise the platform for search engines, helping you improve your site’s organic search performance.

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You may also be interested in learning more about

On-page SEO
Off-page SEO
Automated SEO

FAQ about Technical SEO

In the realm of Technical SEO, we understand there might be questions that arise. Here are some commonly asked questions along with our answers to provide you with a clear understanding of the subject.

What does technical SEO mean?

Technical SEO refers to the optimization of a website’s technical aspects to enhance its visibility and ranking on search engines. This involves improving website speed, mobile-friendliness, site structure, and other technical elements that impact search engine crawling and indexing.

Are technical and onsite SEO the same thing?

While both technical SEO and on-page SEO contribute to overall search engine optimization, they focus on different aspects. On-page SEO involves optimising individual web pages’ content and HTML elements, such as keywords, meta tags and headings. Technical SEO, on the other hand, deals with the technical infrastructure of the entire website.

Why perform a technical SEO audit?

Performing a technical SEO audit helps identify issues that might hinder your website’s performance in search engines. By identifying and addressing issues like broken links, slow page speed, or mobile-friendliness problems, you can enhance user experience and improve your site’s search engine rankings.

Why should I ask for a technical SEO audit?

Requesting a technical SEO audit from experts can provide you with a comprehensive assessment of your website’s technical health. This audit can uncover hidden issues that might be affecting your site’s visibility and performance. By addressing these issues, you can create a strong foundation for your overall SEO strategy.

How to fix technical SEO issues?

Fixing technical SEO issues requires a systematic approach. First, the expert needs to identify the issues through a thorough audit. Then, prioritise and address problems such as broken links, duplicate content and page speed optimization. If you’re not familiar with technical aspects, consider partnering up with a professional agency for effective solutions.

How to choose the right technical SEO agency?

Selecting the right technical SEO agency involves careful consideration. Look for agencies with a proven track record in technical SEO, a strong portfolio of successful projects, and positive client reviews. Additionally, assess their expertise in handling the specific technical challenges your website might face.

What is the importance of optimising for mobile-friendliness?

Optimising your website for mobile devices is crucial because a significant portion of internet users access websites through smartphones and tablets. Google also considers mobile-friendliness as a ranking factor. By ensuring your site is responsive and offers a seamless mobile experience, you cater to a wider audience and improve your search engine rankings.

How can I optimise my website's page speed for better SEO?

Page speed directly impacts user experience and search rankings. To optimise page speed, you can compress images, minify CSS and JavaScript files, leverage browser caching, and consider using content delivery networks (CDNs). These measures reduce load times, making your site more user-friendly and search-engine-friendly.

Why is website speed important for SEO?

Website speed is crucial for SEO because it directly affects user experience and search engine rankings. Slow-loading websites can lead to higher bounce rates and lower user engagement, negatively impacting your SEO efforts. Google considers page speed as a ranking factor, so a faster website is likely to rank higher in search results.

What is the significance of site structure in Technical SEO?

Site structure refers to the way web pages are organized and interconnected on your website. A well-structured site enhances user navigation and helps search engines understand the hierarchy and relationships between pages. This improves indexation and user experience, positively influencing SEO.

How can I optimise my website's URL structure?

To optimise your website’s URL structure, keep URLs concise, descriptive, and organized. Use hyphens to separate words, avoid using special characters, and include relevant keywords when appropriate. A clear and logical URL structure makes it easier for both users and search engines to understand the content of the page.

What is an XML sitemap, and why is it important for SEO?

An XML sitemap is a file that lists all the important pages of your website to help search engines understand its structure. It doesn’t directly impact rankings but aids search engines in crawling and indexing your content efficiently. By submitting an XML sitemap to search engines, you increase the likelihood of all your relevant pages being indexed and appearing in search results.

How does canonicalization affect Technical SEO?

Canonicalization involves specifying the preferred version of a webpage when there are multiple versions with similar content. This helps prevent duplicate content issues, which can negatively impact SEO. Canonical tags guide search engines to the preferred version, consolidating page authority and avoiding content dilution.

Is HTTPS important for Technical SEO?

Yes, HTTPS is important for Technical SEO. Google considers HTTPS as a ranking signal because it enhances website security and data privacy. Websites with HTTPS encryption provide a secure browsing experience for users, which positively influences search engine rankings.

How can I optimise my images for SEO?

Image optimization involves compressing images to reduce file size without sacrificing quality, using descriptive filenames, converting JPG and PNG files to next-gen formats such as WEBP and adding alt text that accurately describes the image. Optimized images contribute to faster page loading times and provide search engines with context, improving the accessibility and SEO of your content.

What are crawl errors, and how do they impact SEO?

Crawl errors are issues encountered by search engine bots while trying to access and index your website’s pages. These errors, such as 404 (Page Not Found) or 500 (Internal Server Error), can negatively impact SEO by preventing proper indexation and affecting user experience. Regularly monitoring and fixing crawl errors is essential for maintaining a healthy website and SEO performance.

By addressing these frequently asked questions about Technical SEO, we aim to provide you with a comprehensive understanding of the subject. If you have further inquiries or need assistance in optimising your website’s technical aspects, feel free to reach out to us.

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