Technical SEO: How to Outsmart Your Peers

By Matthew

Technical SEO helps you optimize your website through technical information and data. Technical SEO is becoming more and more important in the large field of search engine optimization.

This is because it’s becoming more and more important for a good search engine ranking to specify the right source code, make sure the site works well on mobile devices, and set up the server in the right way. At the beginning of the Internet revolution, it was still quite easy to achieve high rankings in the search engines.

With the right keywords in the metadata and on the website itself, the website was already ranking well in search engine results. With the increasing number of websites, search engines and their algorithms have to sift through and evaluate more and more content to decide which ranking to give.

Because of this, these mechanisms are becoming more specialized, and today’s new complex search algorithms determine which websites get a good ranking and which ones are on the last pages of the results.

While years ago only the link polarity was decisive, today more attention is paid to the domain authority, or the trust, of a website. The search algorithms figure out these values by, for example, looking at how easy it is to use a website, how often it gives error messages, and how fast it loads.

Technical SEO is used in these areas.

Technical SEO requirements are always changing. The more content and websites there are on the global web, the more complex the search algorithms have to be in order to determine the ranking and value of a website. Some of the most important elements that should be optimized with technical SEO are:

  • Fix server issues related to load times.
  • source code reduction by removing unnecessary tracking codes and optimizing content
  • Guarantee the mobile friendliness of the website.
  • good structure of the website
  • Optimize and update the metadata.
  • Generate security with an active https website.

Mobile-friendly user experiences

In our fast-moving society, mobility has become an important factor. Almost everyone now owns a smartphone or tablet and also uses them to access websites. A mobile and user-friendly website is becoming essential. Google’s update to its search algorithm in 2015, which looks at how well a website works on a mobile device, wasn’t made for no reason.

Responsive website design: This is where the elements of a website are given in relation to each other rather than absolute widths. A website is just as easy to read on a monitor as it is on a smartphone. With responsive design, only one version of the website needs to be made, and it will automatically fit all screen sizes.

Usability of the website: The website must be very user-friendly. It is easy to navigate and find what you are looking for. The search function is also very helpful. Use uncomplicated structures and a well-thought-out design that users can also continuously perceive.

Load times: Users want fast results without using a lot of data. If it takes a long time for your website to load, many potential customers will leave before it’s done.

Embed videos: It is best to use HTML5 here so that videos can also be displayed without problems on the mobile website.

AD Formats: Avoid the small pop-ups or other ad formats that may obscure your content. Only use the ones you really need, and test your site in different browsers to make sure content doesn’t get lost.

Reduce page load times with technical SEO.

Slow websites result in potential customers leaving faster because their expectations are not met. The page loading speed is also of great interest for the Google ranking. If the loading time is more than 3 seconds, about half of all visitors leave the website. There are a few options you can use to improve the loading time of your website.

TTFB stands for Time to First Byte.

The time it takes to deliver the first byte of a website is affected by three factors:

  • The time it takes for the request to reach the website’s server through the network
  • The time taken by the web server to construct a response
  • the time it takes for the response to reach the browser again.

These factors need to be optimized. Other points that you can work on with the technical SEO to improve the loading speed are:

  • Use server caching and browser caching. These are also offered as plugins.
  • Use subdomains.
  • Integrate a content delivery network (CDN).
  • Reduce the number of HTTP requests.
  • Unnecessary forwarding should be avoided.
  • CSS and Javascript should be compressed.
  • Use Gzip compressions.
  • Bad requests should be avoided.
  • If possible, replace graphics with CSS3.

Set redirects optimally.

Redirects are mainly used when a website undergoes a relaunch or the domain changes. The redirect directs website visitors to the current address with the desired content. Here, avoid customers suddenly being confronted with a default 404 message, for example. It is better to offer customers a solution here as well by redirecting them from the old domain to the new address.

If your website is permanently moving, a 301 redirect is recommended. This will give you the link power you have worked out so far with the old website. On the other hand, if you only use a new domain for a short time, you can use the Redirect 302 to draw Google’s attention to it. You said that you will be using the original domain again soon, so the link power stays with it.

Avoid bad content.

Put a lot of emphasis on good content because Google will rank websites with good, unique content much higher. So you should avoid both thin content and duplicate content.

Duplicate content refers to content that already exists in almost exactly the same form. On the one hand, copied content is rated low by Google; on the other hand, it is also rated bad by the visitors. So it can happen that several websites with the same content are displayed for a certain keyword. This is where it becomes difficult for the search algorithm to figure out which of the identical results is more important. You will be provided with weak rankings without further ado. Within a website, you should also be careful not to use any copied content.

To protect the network against thin content, i.e., highly weak content, Google uses the functions of the Phantom and Panda updates. These evaluate the quality of a website. Machine learning and artificial intelligence also make it harder for bad content to rank highly.

What makes good content?

Use your content to offer solutions to the problems of your target group. Write in an informative and lively way because you want to communicate with people and not machines. It is important that the content is easy to understand, practically instructive, and relevant. Customers want trustworthy content that can help them, is very specific, and is also surprising.

A good structure for your website

The easier the search algorithm has access to the website content, the faster it can be indexed and included in the ranking. If you unintentionally put obstacles in the way of the crawlers, inclusion in the index can be delayed. We recommend an XML sitemap that can also be read by machines as a table of contents. You can speed up the process by using a content-based sitemap control. The best way to do this is to create a sitemap for each type of content, such as articles or videos.

An uncomplicated internal link structure also makes work easier for the crawlers. The proper linking of your content helps the crawlers find their way around and take the right path. A thematically organized structure ensures more relevance here. For example, link all blog articles or newsletters to a specific URL.

Structured data helps the search engine.

Modern search engines can now read what is on a website and put it in the right category. described, by incorporating structured data, you can influence and support this process. With structured data, the content of a website and the parts of algorithms can be better described, and crawlers will be able to read them more easily.

With the information that Google receives from this data, it can now create the so-called rich snippets that give your website more attention and increase traffic. Google makes rich snippets, which are advanced search results, by using the structured data we just talked about. They usually appear on the right side next to the organic search results and bring more visibility to your business.

Conclusion:

Technical SEO has now become just as important as the content SEO of a website. A few factors play an important role here so that the algorithms of search engines such as Google can recognize your website and list it correctly. You can do a lot to improve your website’s ranking by making changes to how it works on mobile devices, how it is organized, and how long it takes to load. The aim of technical SEO is to make the work of the algorithms and crawlers of a search engine as easy as possible.

Your unique content should be recognized quickly and be directly accessible to your customers. If all this sounds very complicated, specialized agencies are happy to take on the task of technical SEO to give your website the boost it needs.

Matthew Sunday Digital Marketer

I’m Matthew, I write about digital marketing and technology on this blog. A digital marketer and entrepreneur, assisting people and companies in building successful online brands. His vision is to help brands reach their full potential through strategic digital marketing.

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