Interested in Technical SEO best practices?
In addition to the fundamental elements of SEO, technical SEO is a process with a high level of complexity to optimize a website in a detailed way. It involves the combination of various technical implementations, including schema markup, build and server performance.
As an SEO agency, we come across many business owners who want to know how to get ahead of their competitors. For a high-ranking website that is getting quality search engine traffic, we usually recommend optimizing the performance of the website through a technical audit. We also look at content quality and quantity, as well as overall user experience.
What is Technical SEO all about anyway?
Technical SEO is a complex topic with a high level of complexity and involves the combination of various technical implementations, including schema markup, build and server performance, internal and external linking, and much more. It’s important to have a strategy in place to optimize all elements of your site.
While many technical SEO capabilities can be implemented on a case by case basis for different technical implementations, there are a number of important best practices that every website owner should consider.
We’re going to be discussing some basics of technical implementation that should be part of any technical SEO strategy, including schema markup.
There are many different ways you can optimize your pages for search engines. Technical SEO is specifically a process with a high level of complexity to optimize a website in a detailed way.
Advanced SEO techniques are no longer just a theory. Now you can use the latest tools and strategies to get the most out of your content. In the world of SEO, there’s a lot of advanced techniques and strategies that are only used by certain professionals.
Following SEO tips helps your site rank higher in the search engines. This means a bigger audience to read your content, as well as more potential customers for you business.
Major search engines such as Google, Bing, Yahoo, etc., can better “understand” a well-optimized website.
When you use technical SEO, web crawlers better understand your content, making it easier for search engines to show your content in their results.
Want more people to see your stuff? Want to show up on search engines? Let’s get into it.
Although major search engines such as Google have sufficient resources to effectively crawl a website, it is very true that the levels of optimization of a site reduce the consumption of these resources.
Many strategies and techniques are currently used by SEOs, but a line should be drawn between what works and what doesn’t. The goal of every SEO specialist is to deliver top quality to the end users, and not at any cost, and it is not always necessary or advisable to use the most complicated or advanced techniques in order to achieve this goal.
First lines of defense in Technical SEO:
Contrary to what many people think, the process begins with the first lines of defense, that is, with the security provided by the webmaster. This strategy aims to make the website as accessible as possible by enforcing policies aimed at preventing unwanted content from ranking. We will not go into detail in this post and we will focus on these points:
- Do not use 301s, they spend crawl budget from the search engine crawlers;
- Do not use nested pages, if URLs are not unique and indexed separately, it is likely that there will be duplicate content;
- Always use a robots.
This has been referred to in the SEO community as crawl budget, and it is clear that a website that “shows” its pages clearly allows it to be indexed more quickly, avoiding unjustified expenditure of resources.
There are cases where technical problems on a website can make it difficult for search engines to do their job.
Let’s get to know some of the best technical SEO practices that you can carry out.
First and foremost, we have to make sure that the most important content is crawlable and indexable.
The most popular search engines use crawling as a way of regularly discovering content published on a website.
Thus, linking is usually one of the most recommended alternatives to “tell” Google (for example) that a new piece of content has been published on our website.
There are cases, however, where pages have been crawled but not indexed. It usually depends in some cases on how relevant this page is and how much value it is actually bringing to the user.
There is also the possibility of using “noindex” tags to let Google know that we do not want it to index a certain page, for example, the Terms and Conditions page.
The orphaned pages problem in Technical SEO
Hand in hand with a clear structure, orphaned pages are nothing more than pages that lack internal links from other pages. Thus, it is often impossible for search engines (with some exceptions) to reach them directly, through links from other pages of our own site.
It is therefore important to facilitate the crawling of pages that we consider to be of value, simply by linking to them.
That is why it is always recommended not to “nofollow” internal links. These types of links are used only to indicate that certain outbound links go to pages that you do not want to endorse. It is usually recommended that outbound links to social networks be marked with this tag.
In case we have this problem on our website, it is a matter of changing this tag in those internal links where it should not exist.
This is another best practice on the web. The HTTPS protocol ensures that data going from one website to another is encrypted. This way any sensitive information (credit card data) is not compromised in any way.
This practice has been highly recommended for several years now, and is now a known positioning factor.
Nowadays, browsers mark a website as “Not Secure” when HTTPS is not being used. Installing a TLS/SSL certification is the solution to this problem.
Use of a Sitemap
Sitemaps are XML files used to list in an orderly fashion the most important pages of your website.
The use of Sitemaps is another recommendation for any web site, since it indicates very clearly to the search engines our content.
These days, most modern CMSs automatically generate a Sitemap, so there’s not much to worry about.
Make sure your website load fast
It’s undeniable that a website that takes too long to load is extremely annoying to users. For this reason, the loading speed of our website is another factor that Google takes into account to position our website.
However, depending on the CMS we use, the theme, the amount and types of plugins, drastically improve the loading speed of a website can be complicated.
But leaving aside the more complex cases, let’s try to cover some actions that can have more impact on the speed of our website.
Using an appropriate hosting plan is in many cases a major factor in the speed of our website. The use of CDNs tends to visibly accelerate the performance of our website.
Finally, another factor is image optimization, which usually gives a positive spin to the loading speed of our site.