Technical SEO Optimizing Website Ranking in SERP
Technical SEO, another important aspect to work on as On-page optimization and Off-page optimization. This works around the website’s inner processes like indexing, crawling, page speed, asset minification, etc.
As keyword research important in search engine optimization, technical aspects are equally important. On-page make visibility to human in a better way and technical optimization increases the visibility for search engines.
Recently, Google has tweeted on core web vitals as one of the criteria in ranking the website from May 2021. So, it becomes necessary to know and resolve the issues related to developer techniques.
Here is the various methodology which can increase the technical SEO score and make your page visible to the search engine with good page loading speed.
Technical SEO Audit:
It is always important for a digital marketer to inspect a website audit. The audit provides sufficient data like,
- Page Speed of desktop and Mobile
- Mobile Friendly
- Indexing, Crawling related issues
- Sitemap, Robots.txt
- Structured Data
- Duplicate Content – Title tag, Meta tag, etc
- Broken Links
- 301 redirects
- 404 pages
- Thin contents
- Canonical tags
You can provide quality content, quality backlinks, but the search engine will not rank your site if your site has any issues in the above parameters.
It is always advised to audit your site weekly and report the issues with your developer. The developer will be having huge experience in handling the issues better and increase your SEO score.
There are many site audit tools like Screaming Frog SEO Spider and Google Search Console, Ubersuggest. If you need advanced details you should use paid tools like Ahrefs, SEMrush, etc.
Improve Page Loading Speed – Technical SEO:
Page loading speed has a huge impact on SEO. In accordance with quality contents and quality backlinks, page speeds an equal weightage in search engine ranking
Search engines regularly crawl to inspect the technical issues which cause slow page loading speed. They make a predominant cutoff response time of less than 200ms.
We generally prefer free tools to check the speed of the site like GTmetrix, Google PageSpeed Insights. These tools provide the exact issues which lower the website performance related to speed.
There are many dimensions involved in slow loading speed. In which few issues can be resolved by us and few by developers.
Apart from affecting your site ranking in the search engine, it also impacts the user experience due to loading speed. This will increase the bounce ratio of your site.
Since 2015, Google has informed mobile-friendly sites will be given more preference in the ranking. As the users of smalt mobiles increase day by day than desktop, your site should be mobile-responsive.
This parameter is important in technical SEO, as many sites miss out on the ranking as they don’t follow the guidelines of search engine
Use the Google search console to check the mobile-friendliness of your site.
From the above image, you should have understood the way of checking mobile-related issues. In meantime, you will get a notification in your mail address which has been attached to the google search console.
If any issue has found, it will be popped out in detail. You can check the details and the URL’s which are responsible for the issues caused.
Finally, you will be allowed to select “Fix the errors”. It takes a maximum of 28 days to validate and resolve it and provide you the notification.
Technical SEO on Robots.txt File
It is quite important for every website owner or SEO expert to link sitemap to robots.txt. Proper robots.txt on the website will help in detecting the technical issues associated with the specific URL’s
A robots.txt file will be found in the site directory. You can check its structure by typing https://yourdomain/robots.txt.
This behaves as a firewall, which allows the search engines to crawl pages. If your robots.txt allows only indexed URL, SE can only make the pages of Indexed visible for users.
User-Agent: * Sitemap: https://domain/sitemap_index.xml Disallow: /wp-admin/ Allow: /wp-admin/admin-ajax.php
The above code is robots.txt. As you can see the sitemap incorporated in robots and allows only the indexed URL to crawl
This protects the sensible information on the website from crawling by the search engine.
As per research, only 37.8% of total websites have valid robots.txt
Proper URL Structure – Technical SEO
URL (Uniform Resource Locator) should be in the well base structure. When the website has all its URLs in the proper structure without any underscore, commas, full stops within has the best chance of ranking.
SEO experts are keen to have even keyphrases in the URL for higher rating possibilities. When you have an improper URL structure with keywords stuffed, will be like writing over water.
Always remember, once you launch a page or post, you will get a URL for that post. Then, go to the Google search console and check whether the URL is crawled by the search engine by the option “URL Inspection“.
If the URL is not found in a search engine, apply “Live Test” and check whether the URL is indexed and crawled. If so, copy the URL and paste it into the search page and not over the URL place. Once you click ENTER, the first post will be yours.
If not indexed, there might be some issue with the URL. Ask your developer to introspect and generate a fresh URL that can be indexed.
An SEO friendly URL with proper structure has more chance of ranking in SERP.
Fix Broken Links and Redirect:
Broken links and Redirects can affect user experience. If a user disappoints by browsing your content, the end of the user to engage with your site.
Broken Links (Error 404 ), which projects that the link is not found. This happens on the links built into our page, which may be an internal link or external link.
- If it is due to an internal link, check if there any updated URL for the same post and update with a new one.
- If the link is external, remove the link, to keep your viewers more engaged and lowering the bounce rate
Redirects (301), this has a facility of redirecting from the old URL to land on a new page. Generally, these mistakes happened when,
- You remove a webpage from your site
- Change of any URL for SEO friendly
- Changing domain
- HTTP to HTTPS
- domain.blogspot.com to the domain.
Google will never crawl broken pages/links. Users do not enjoy being shipped into broken pages that too being inbound links.
Before removing a webpage, set up a 301 redirect, this will avoid users to land on a 404 error page.
- Perfect Technical SEO doesn’t happen in a day or month.
- As we update the website with various posts and pages, these technical glitches appear most often.
- The best practice is a regular weekly audit of the website and understanding technical issues found and acting upon rapidly.
- Finally, you can’t avoid technical optimization to rank your website