By: Simon Birch
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What is Technical SEO?
Technical SEO is making sure that your website has enhanced on-page SEO which makes it more visible to the search engines. Technical SEO is mainly developer-driven and changes from one website to another. Technical SEO is also complicated and it can be time-consuming.
Some websites will not need Technical SEO, small websites or local websites such as hairdressers may just need the basic SEO and Local SEO techniques to be found locally whilst e-commerce websites that sell products worldwide will need the Technical SEO on each product so the page is enhanced worldwide.
At JustifyDigital we create in-depth Technical SEO audits to find out where the issues are and then prioritise and plan the implementation of the code into your website.
Why is Technical SEO important?
Most likely your website will get some organic or paid traffic, it all depends on your niche and how competitive the market is. If your website is not using Technical SEO to the max, your competitors will. Competition is the key because if you rank for similar keywords but your website is on page 6 whilst other websites are on page 1, it’s more than likely they have better on-site SEO, improved Technical SEO, and good linkbuilding strategies. (Learn more about Linkbuilding and SEO).
Here is an example of an e-commerce product website with SEO enhancements.
This is an example of basic SEO. The title and meta descriptions are of good length (within the limits) along with the Brand in the title and the product in the title and description.
This is an example of basic SEO. The title and meta descriptions are of good length (within the limits) along with the Brand in the title and the product in the title and description. The difference here is the markup for the product:
Rich snippets show the ratings, reviews, and price in the Fig.2 image. Rich snippets are technical code that is specifically for SEO which enhances the website, product, or page. There are many different markups of rich snippets being such as markup for Music, Recipes, Videos, and many more which uses Schema a markup coding language. There is also a breadcrumb markup for category links that can be click on.
Rich snippets can achieve a 33% improvement CTR (click-through rate) when shown on the search engines.
Technical SEO & Website Speed
One of the major factors in Technical SEO is website speed. It’s OK to have a website that adheres to search engine basic SEO requirements but its also about the user experience. No one hates waiting on a slow loading website and Google knows if your website is slow or not.
Website speed can be particularly difficult and it all depends on the back infrastructure of the website.
We have dealt with many clients that want a place holder image on the front of their website. Some of these images in the past have been over 30mb in size which means a slow load. We know how to compress these files from server to website level, stripping all backend EXIF data and compressing as much as we can without losing the image quality.
Typical things that slow a website down are:
1, Image sizes
– images too large
– images not scaled correctly for desktop and mobile
3, CSS not minified
4, Not using a CDN (dependant on the website).
5 Reducing the number of DOM elements
6, Compression from server to website level
7, Not updating to new standards such as PHP 7.3
and many more. These are the most typical challenges we come across.
Technical SEO Conclusion
Technical SEO can be a long and tedious task. If implemented correctly at the right time it can be done on a new site build with ease it all depends on the type of website. The faster your website is and the technically SEO enhanced it is, the more improved CTR organic traffic you will receive.
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