Simplifying complexities around Technical SEO
Technical SEO is the process of optimizing a website's technical infrastructure to improve its search engine ranking and visibility. It involves various techniques, such as website speed optimization vis-a-vis Core Web Vitals, mobile-friendliness, website structure, content architecture and taxonomy, crawlability, crawl space optimization, structured data (schema markup), etc. Let’s explore the importance of technical SEO, how it can benefit businesses looking to improve their online presence, and understand in a simplest terms complexities around Technical SEO.
At the very basic level, we can unambiguously state that Technical SEO can help improve a website's search engine ranking by ensuring that Search Engines are allowed to see and understand the content and its context. For example, a website that is optimized for speed, mobile-friendliness, and crawlability is more likely to rank higher in search engines because the search engine is able to see the content, understand its relevance and know that a user will have sound experience when consuming that content. This is not the case for a website that is slow, not mobile-friendly, and difficult to crawl.
Understanding aspects of Technical SEO
- Increased Website Speed: Website speed is an important ranking factor in search engine algorithms. A slow website can negatively impact user experience and lead to higher bounce rates, which can ultimately result in lower search engine rankings. Technical SEO techniques, such as website caching, minification, and image compression, can help improve website speed and provide a better user experience. For example, when it comes to Google, Core Web Vitals is a barometer that we can use to measure various aspects of website speed and user experience. The three metrics we specifically focus on are Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and First Input Delay (FID). Google is constantly refining these metrics and adding on more metrics to assess page speed
- Mobile-friendliness: With the increasing use of mobile devices to access the internet, mobile-friendliness has become an important ranking factor in search engine algorithms. Websites that are optimized for mobile devices are more likely to rank higher in search engine results pages (SERPs) than websites that are not mobile-friendly. Technical SEO looks into aspects such as responsive design and mobile-first indexing, can help improve mobile-friendliness and provide a better user experience.
- Better Website Structure: A well-structured website is not only easier for users to navigate, but it also makes it easier for search engines to crawl and index. Technical SEO techniques, such as optimizing website URLs, creating a sitemap, using internal linking, crawl space optimization, etc can help improve website structure and make it easier for search engines to crawl and index.
- Schema Markup: Schema markup is a type of structured data that provides additional information to search engines about the content on a website. By implementing schema markup, businesses can improve their website's visibility in search engine results pages (SERPs) and provide users with more relevant and useful information.
Technical SEO is an important aspect of digital marketing that businesses should not overlook. It can help improve search engine rankings, website speed, mobile-friendliness, website structure, and provide additional information to search engines about the content on a website. By implementing technical SEO techniques, businesses can improve their online presence, attract more traffic, and ultimately achieve their marketing goals.