As a website owner, the most important aspect is to have quality content on the website. While it is important to make sure the content is visible to the people, it is equally important to make sure that your content is visible to the search engines. That is where Technical SEO comes in. Technical SEO is essential if you want to make sure that web crawlers can reach and understand your website.
What is technical SEO?
To put it in simple terms, technical SEO refers to optimizing the technical aspects within your website so it ranks better on search engines. It is a part of On-page SEO. So, technical SEO means improving the aspects within the website itself so it is easily understandable to web crawlers thus making it rank higher.
Why is Technical SEO necessary?
Now you may wonder why technical SEO is necessary for your website. How does improving the technical aspects of the website relate to it ranking better on search engines?
Well, search engines like Google want their users to view the highest quality pages. They determine these pages using multiple factors such as the page loading time, understanding what the page is about, etc. If the web crawlers can crawl your website efficiently and understand your data and website, they are more likely to give it a higher ranking in the search results.
Technical SEO isn’t just important for the search engines though. It is beneficial for the overall user experience as well. By working on the technical aspects you create a fast, reliable, and easy-to-use website for your users thus improving their experience on your page.
What does a Technically optimized website contain?
There are many factors to consider when technically optimizing a website. An optimized web page should be fast and efficient for the users while also being easy to understand for the search engine robots.
To make sure you have a technically optimized website, you will make sure there is no duplicate content to confuse the web crawlers or you aren’t leading your users to dead pages and non-working links. So let’s discuss the characteristics of a technically optimized website and how to optimize your own page.
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Fast loading speed
Your page loading speed is an extremely vital factor when optimizing your web page. Users have generally become more impatient and they don’t want to spend a lot of time waiting for the web page to load. Generally, if a page takes more than 3 seconds to load, the user will likely leave the page and move onto another link. Thus the loading time matters a lot when it comes to the page traffic.
Search engines like Google are also aware that their users prefer faster loading pages. Thus, they tend to give higher rankings to these optimized pages that load faster than their competitors. This further promotes traffic to their site and they get even more users.
No dead-end links
While slow web pages are inconvenient and annoying for the users, what is even worse is if they click a web page only to find the 404 error. These dead pages can cause a major blow to the search engine rankings, thus a full SEO audit is required.
Search engine crawlers tend to find more of these dead links than the users since they crawl each link they come across and index them. Thus, even if you have hidden links on your page, they can be found by these web crawlers.
As a website owner, it is difficult to get rid of all dead inbound and outbound links completely. Since the website is always updating and optimizing, many dead links occur. However, you should try to minimize these dead links by redirecting any dead link or moved page so you can avoid any damper in your rankings.
Security of the website
To make your website technically optimized, you will also have to pay close attention to security. Data is worth a lot nowadays and users want to be sure that their data is safe when they log onto your website. There are many measures you can take to boost up your website’s security, one of this being HTTPS.
You get the HTTPS by getting the SSL certificate. This ensures that any data entered on the website cannot be intercepted by a third party. Search engines like Google also recognize the importance of security therefore websites with HTTPS rank higher than their less secure competitors.
Easy to crawl for web crawlers
Search engines use web crawlers to crawl and index your entire website and its pages. It follows internal links to go from page to page and index the site. Hence a good internal linking structure is necessary for any website so the entire website can get indexed and the robots can understand which content is of most importance.
Have an XML sitemap
While having an XML site isn’t absolutely necessary if you have a good internal linking structure, it does have some advantage since it provides an exact roadmap to the search engine robots crawling the website.
An XML site map links all the web pages on your site. It includes any pages, posts, and tags that you might have. The sitemaps also list all the images on the website and the date when they were last modified. This ensures that no page is left out from being indexed by the search engine.
No confusion with duplicate content
In some cases, there might be technical issues and different URLs on your page may be showing the same content. This isn’t a major problem for the user, however, it can cause a problem when it comes to the Search engine rankings.
Web crawlers get confused when they see 2 pages with the same content. If the content is the same they don’t know which one to rank higher than the other, as a result, the search engine might give a lower ranking to both the pages.
There is a simple tool called ‘canonical link element’ you can use to check if you have duplicate pages on your site and delete them or alter them to maintain your rankings in the SERPS.
These are some of the most important factors to consider when opting for technical SEO for your website. In addition to these, there are many other factors as well that could also improve your search engine ranking and the user experience of your website. However, if you follow these main ranking factors you can greatly improve your website’s ranking on the search engines.