The Unsung Hero of SEO

Okay, so you GET the idea of search engine optimization (SEO), but maybe you’re wondering, “Why is technical SEO important?” In the fast-paced, ever-evolving world of digital marketing, content creation, and keyword research get a lot of attention. But there’s an unsung hero in the mix: technical SEO.

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After many years of running successful SEO campaigns for our clients, I’ve seen proof of how small technical tweaks can make a world of difference for their websites. So, let’s dive into the hidden world of technical SEO and how it could be just what you need to skyrocket your business to new heights!

What is Technical SEO?

“Technical SEO is like the engine of your website. It’s not the fanciest part, but it’s what makes the whole thing run.” – Anonymous SEO Expert

Technical SEO refers to the optimization of the technical aspects of your website. It assists search engines in crawling and indexing your site more efficiently, ultimately improving your search rankings. Some key elements of technical SEO include:

  • Site speed
  • XML sitemaps
  • URL structure
  • Broken links
  • Duplicate content
  • Structured data
  • Mobile-friendliness

Quick Tip: Use Google Search Console and Bing Webmaster Tools to monitor your site’s health and discover technical issues that need fixing.

Benefits of Technical SEO: Building a Strong Foundation

Imagine your website is a house, and technical SEO is the foundation. You can have the fanciest, in-style house, but if the concrete foundation is weak, the entire home is at risk.

A person typing on a laptop computer to optimize the SEO on their Website.

Here are some benefits of a strong technical SEO foundation:

      1. Improved search engine rankings: A technically optimized website is easier for search engine spiders to crawl and index, leading to better visibility in search results.
      2. Enhanced user experience: Fast-loading pages, mobile-friendliness, and clear website structure keep your visitors engaged and encourage them to explore your content further.
      3. Increased organic traffic: Better search rankings and user experience translate to more organic traffic, ultimately leading to more leads and conversions.

Case Study: One Small Change, BIG Results

One time, while conducting a technical SEO audit for a client, we discovered that an entire section of their website was tagged not to allow search engines to crawl it.  By simply removing that tag, the client was able to rank for dozens more search terms and significantly increase their organic traffic.

Implementing Technical SEO: The Nitty-Gritty Details

Here’s a breakdown of some key areas to focus on when implementing technical SEO.

Site Speed

Did you know that a one-second delay in page load time can result in a 7% reduction in conversions? To improve your site speed:

  • Optimize image files
  • Use a content distribution network (CDN)
  • Minimize multiple CSS style sheets

Quick Tip: Use Google PageSpeed Insights to analyze your website’s performance and identify areas for improvement.

Mobile Devices

With more than half of all web traffic on average coming from mobile device users, it’s critical to make sure your website is mobile-friendly.

Google search for analytics displaying Google Analytics as a result.

To optimize for mobile:

  • Implement responsive design
  • Test on multiple devices and screen sizes
  • Prioritize content for mobile users

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URL Structure

A well-organized URL structure helps search engines and users understand the hierarchy of your site.

A laptop computer open with a well designed website displaying represents a clear URL structure on the page.

To optimize your URLs:

  • Use descriptive, keyword-rich URLs
  • Keep URLs short and concise
  • Use hyphens to separate words

Duplicate Content

Duplicate content can confuse search engines and dilute your site’s authority. To eliminate duplicate content:

  • Use canonical tags
  • Set up proper redirects
  • Monitor your site regularly for duplicate pages

Structured Data

Structured Data, also known as schema markup, provides additional information about your content to search engines, helping them better understand and display your web pages in search results. This can lead to rich snippets, which can improve click-through rates. To implement structured data:

An image with a screenshot from schema.org showing the window to test your structured data.

XML Sitemaps

An XML sitemap is like a roadmap for search engines, guiding them through your website’s pages and highlighting the most important content. To create and maintain an XML sitemap:

  • Use an online sitemap generator or a plugin for your content management system (CMS)
  • Submit your sitemap to Google Search Console and Bing Webmaster Tools
  • Update your sitemap regularly as you add or remove content

Broken Links

Broken links can negatively impact user experience and hinder search engines from crawling your site effectively.

A laptop computer with a 404 message on the webpage.

To fix broken links:

  • Use a tool like Screaming Frog or Ahrefs to identify broken links
  • Fix the broken links by updating the URL or setting up a redirect
  • Monitor your site regularly for new broken links

A Strong SEO Strategy: Combining Technical and On-Page SEO

Remember, technical SEO is just one part of the equation. To succeed in the world of SEO, you need a balanced approach that includes on-page SEO, such as keyword research, meta descriptions, and content creation. With a strong technical foundation in place, your on-page efforts will shine even brighter, helping your website reach its full potential.

FAQ: Answering Your Burning Technical SEO Questions

Q: How often should I conduct a technical SEO audit?

A: Ideally, you should conduct a technical SEO audit at least once a year. However, it’s a good idea to monitor your site’s health regularly using tools like Google Search Console and Bing Webmaster Tools.

Q: Is HTTPS important for my website?

A: Absolutely! HTTPS (secure HTTP) ensures that data transmitted between your web server and the user’s browser is encrypted. Google also considers HTTPS a ranking factor, so it’s important to implement SSL certificates for your website.

Q: What are orphan pages, and why are they bad for SEO?

A: Orphan pages are web pages that aren’t linked to any other pages on your website. This makes them difficult for search engines and users to find. To fix orphan pages, ensure they are linked from relevant pages on your site or remove them if they’re no longer needed.

Conclusion: Unlock the Hidden Potential of Your Website with Technical SEO

As we’ve seen, technical SEO plays a crucial role in helping your website reach its full potential. By building a strong technical foundation, you’ll not only improve your search engine rankings but also enhance the user experience, leading to increased organic traffic and conversions.

So, why is technical SEO important?

Because it’s the unsung hero that can unlock the hidden potential of your website, setting the stage for your content and on-page SEO efforts to truly shine. Embrace the power of technical SEO and watch your business grow and succeed!

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