What is Technical SEO? Is it something I need to worry about for my business website?
Technical SEO is the improvement of the structure, code and security of your website. With the purpose of allowing better access to Search Engine bots or spiders. Technical SEO includes the non-keyword or content parts of optimizing your website.
This is not a new thing. In the early days of SEO work, we did a lot of work cleaning up HTML code. Our goal was to make the code as streamlined as possible so it was easy for search spiders to move through. Reduce the amount of unnecessary code surrounding the actual content part. Making the important text as easy to find as possible. So search engines used to the best stuff to determine rankings.
About 10 years ago when using Content Management Systems, like WordPress, became popular. It did help with Technical SEO. But it did not end it. Now our focus has changed to fixing the setup and installs of CMS sites to make them more search friendly.
If you are one of those people that feel like Google changes the rules all the time, it might be Technical SEO. We are constantly working on new technical requirements from Google. Think of some of the recent changes. Core Vitals, site speed tests, mobile compatibility, and https. All fall under technical seo requirements that effect your search rankings.
What is different now is Google has been communicating technical requirementsa lot more since 2019. In the past a lot of our technical updates may have come more from trial and error and figuring out what works. Now there is a lot less guessing. We know what Google needs from our website code. And we have deadlines to get things done.
Should I worry about Technical SEO?
Are you planning on using Search Optimization to drive traffic to your website? Then yes, you need to worry about Technical SEO. Google is giving very specific instructions on what it takes to appear in search results. Why wouldn’t you pay attention to these technical requirements?
Question. If a business owner would agree to money on Technical SEO, will that get them a number one ranking in Google? The problem is, this question represents old misconceptions about SEO. What is the business owner really saying? Is there some short cut or secret magic trick that will propel them to the top of the rankings? Without having to work too hard it.
Going forward, in order to appear in Google’s search results, your website will need to be built. Maintained to a certain standard as defined by Google. To reach that standard you will not be able to ignore your business website for weeks or months at a time. That will be the price of admission to search rankings. Without it, you don’t get in. Having it will get you in the front door, but does not guarantee a front row seat. You have to decide is it worth it to your business to get past door and give yourself a chance at a good seat.
Depending on what state you website is in, a good technical seo upgrade could make quite a difference. We still see plenty of websites built without search optimization as a priority. They struggle to gain search visibility. Are you hearing feedback that your website is really hard to find in search? I would have a Technical SEO website review done right away. See if there are potential technical fixes that could make a difference.
Levels of Technical SEO
There are many layers of technology that make up your website. To improve the performance of your website for search, you need to address all of them. Be prepared to increase your website budget to solve technical SEO issues. Some things may require a project by a web developer. Some things just need on-going maintenance and continued attention over time.
Here is a list of the different levels of technology that make up your website and an example of an issue to check.
- Server Level – Check to make sure your account has plenty of space to operate your website.
- Navigation Structure – Make sure the core pages of your website are linked from your homepage.
- Code/Templates – Make sure your CMS software (ex. WordPress, Joomla, etc.) is running the latest version.
- Device or Display – Test page elements on a mobile screen. Make sure they display without having to horizontal scroll.
- Page Level – Are you using headings in your page text? At least one H1 and one H2 on each page.
- Meta Data – Each page should have a unique SEO Title and Meta Page Description.
- Structured Data or Schema Markup -Start with your Contact Us page. Add Schema Markup for your Business Name, Address and Phone Number.
Is it Even Possible to Improve Technical SEO?
To make these improvements, you need to have access to the systems to make these improvements. Do you have full access to your website? Does your website sits on a server owned by your old web developer? If you are not allowed to access the server, you can’t make needed changes.
Was your website will built using a subscription service where you pay by the month to post a few pages? If yes, you don’t have access to structure or even page level optimization. All is not hopeless. Talk to the vendor who publishes your website. Ask them about the upcoming Google deadlines and what their plans are for compliance. See what they say and then decide if that’s going to work for your business.
Would like more information on where your website stands with Technical SEO? Visit our archive of instructional webinars. We cover this and more SEO topics.
