Search engines like Google value high-quality content, so delivering engaging, well-made, and useful information is necessary in any search engine optimization (SEO) effort. But as crucial as it may be, exceptional content is just one part of the equation. You also need to optimize your website's technical elements so it ranks high on the search engine results page (SERP) and has more likelihood of being clicked by potential customers. This is where technical SEO comes in.
What is technical SEO?
Search engines "crawl" or scan the different elements of your website to understand its relevance and the best way to rank it in the search results. Technical SEO, also known as tech SEO, refers to the process of optimizing your website so search engines can crawl it without trouble.
Unlike traditional SEO, which focuses largely on keyword strategy and content, tech SEO concerns a website's "behind-the-scenes" aspects, such as its structure, security, loading speed, and mobile performance. Why does this matter? Because your site's ability to run smoothly and efficiently factors into how visible it becomes to potential customers.
Indexing issues lead to low rankings
Search engines cannot recommend your website to users if crawlers cannot understand its contents. Technical issues such as broken links and incorrect use of canonical tags can prevent proper indexing, which means your website may not appear in SERPs at all.
Site performance affects user experience
Google wants to provide users with the best experience, so it prioritizes websites that load quickly and are easy to navigate. When a site takes too long to load or has a confusing structure, visitors usually abandon it without taking action, increasing bounce rates. High bounce rates can lower your website's search ranking.
Technical issues lead to penalties
Search engines flag websites that violate their guidelines, such as employing spammy tactics, having duplicate content, or failing to implement proper security measures. These penalties often result in a drop in ranking. Considering that more than half of clicks only go to the top of Google's search results, you'd want to avoid penalties and get your site to rank as high as possible.
How can you optimize your site's performance?
The importance of tech SEO cannot be overstated, especially if you want your business to outshine your competitors in the SERP. To optimize your website for better rankings, it's crucial to focus on the following technical SEO points:
Page loading speed
You need to speed up your website's loading time, especially if your primary focus is generating and converting leads. More than 40% of consumers expect websites to finish loading within two seconds, and taking a second longer can reduce your conversion rate by 7%. Among mobile users, 53% abandon a site that takes more than three seconds to load.
One way to improve page loading speeds is to compress images to reduce their size without compromising their quality. You can also minimize HTTP requests by limiting the number of elements on your page or using CSS sprites to combine multiple images.
Mobile-friendliness
As more than 50% of all Internet traffic comes from mobile devices, you need to optimize your website for mobile users. Google uses mobile-first indexing, prioritizing your site's mobile version to determine its ranking. If your site is not mobile-optimized, you could end up with lower rankings and missing out on visits by potential customers.
Running a tech SEO audit can help you confirm that your website performs optimally on mobile devices. Pay attention to how your website adjusts to different screen sizes. Make sure your content remains clear, the design stays intact, and no buttons are missing.
Crawl errors
Imagine waiting months for your website to rank, only to find out it wasn't indexed properly because of crawl errors. These errors occur when issues like 404 errors, misconfigured redirects, and a problematic XML sitemap prevent search engines from accessing segments or elements of your website.
A tech SEO can help uncover crawl errors so you can fix them promptly. You should also regularly update your sitemap and ensure that it's submitted to Google so that all important pages are indexed.
Site structure
Search engines understand what your site is above by looking at its structure. A clear, hierarchical structure ensures that search engines can easily navigate and index your pages. It also leads to a website that facilitates a smooth user experience and makes it easy for visitors to find the information they seek.
To optimize your website's structure, use clear, SEO-friendly URLs that describe what pages are about. For example, "www.yourwebsite.com/services" is more helpful to search engines and users than "www.yourwebsite.com/1234." You can also use breadcrumbs, a feature that helps users understand where they are on your website.
Security
The Internet is anything but secure, and search engines prioritize the safety of their users. A secure HTTPS site helps protect user data and build trust with your audience. HTTPS has been used by Google as a ranking signal for years, and sites that aren't secure are flagged with a "Not Secure" warning, potentially scaring away visitors.
If your site still uses HTTP, switch to HTTPS by acquiring an SSL certificate. Many hosting providers provide free SSL certificates, so take advantage of the offer to improve your site's security and rankings.
Should You Partner with an SEO Agency?
Technical SEO is a complex process that takes plenty of effort and time. That's why many business owners hire professional tech services to handle the technical aspects of their website while they focus on running their business. A professional SEO services provider can do everything from tech SEO audits to ongoing optimization, helping boost your website's ranking and contributing to your business's growth.
