What is Technical SEO and Why is it Important?
Technical SEO refers to a set of actions taken to optimize a website’s infrastructure for search engines.
These actions include improving site speed, fixing crawl errors, creating a suitable URL structure, using structured data (Schema Markup), and more.
The importance of technical SEO stems from the fact that if your website has technical issues, your high-quality content will not be properly indexed by search engines, and as a result, you will not achieve a good ranking in search results.
In other words, technical SEO provides the necessary foundation for the success of other aspects of SEO (such as content SEO and off-page SEO).
The importance of technical SEO lies in attracting the attention of Google’s crawling robots and other search engines and indexing your website pages correctly, which will increase your website’s ranking.
For example, if your website’s loading speed is slow, users will quickly leave it (high bounce rate), which shows search engines that your website does not provide a good user experience.
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Improving Website Speed: A Fundamental Step in SEO
Website loading speed is one of the most important ranking factors in Google.
Users expect web pages to load in less than a few seconds, and delays in this area can lead to site abandonment and reduced conversion rates.
To improve site speed, you can use various methods, including:
- Optimizing images (reducing image size without sacrificing quality)
- Enabling Gzip compression
- Using Content Delivery Networks (CDN)
- Optimizing HTML, CSS, and JavaScript code
- Using caching
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Various tools such as Google PageSpeed Insights and GTmetrix can help you identify site speed issues and provide improvement solutions. Improving site speed directly affects user experience and increases your chances of achieving a high ranking in search results. After optimizing the site using technical SEO, you can expose your site to more users and increase your website traffic.
The Importance of Proper URL Structure and its Impact on SEO
Your website’s URL structure should be clear, concise, and descriptive. Proper URLs not only help users better understand the content of the page, but also help search engines identify and index the pages. Avoid using long and complex URLs that include special characters and meaningless numbers. Try to create URLs using keywords related to the page content.
For example, instead of using a URL like `example.com/page?id=123`, use a URL like `example.com/blog/seo-technical-guide`.
Also, using a hierarchical URL structure can help improve user experience and SEO. For example, an online store website can use a structure like `example.com/category/subcategory/product`.
Below is an example table for correct and incorrect URL structures:
| Feature | Inappropriate URL | Appropriate URL |
|---|---|---|
| Clarity | example.com/p123?id=456 | example.com/blog/technical-seo |
| Keywords | example.com/article/view | example.com/article/technical-seo-guide |
| Length | example.com/a-very-long-url-with-lots-of-unnecessary-words-and-characters | example.com/blog/seo-technical |
The Importance of Using Structured Data (Schema Markup)
Structured data (Schema Markup) allows you to provide more information about your website’s content to search engines. By using Schema Markup, you can tell search engines what a web page is about, what type of content it has (e.g., article, recipe, event, etc.), and what features it has (e.g., price, rating, cooking time, etc.). This information helps search engines better understand your content and display it in a more attractive way in search results (Rich Snippets). Rich Snippets can increase your website’s click-through rate (CTR) and attract more traffic to your site. For example, if a web page contains a chocolate cake recipe, you can use Schema Markup to specify the ingredients, cooking time, rating, and other relevant information. Using structured data improves your website’s SEO and makes it more visible on Google and other search engines.
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Correct Indexing of Pages and the Role of Sitemap
Make sure that all important pages of your website are indexed by search engines. For this purpose, you can use Google Search Console and Bing Webmaster Tools. Also, creating and submitting a sitemap to search engines can help them identify and index your website pages. A sitemap is an XML file that contains a list of all the URLs on your website. By providing a sitemap to search engines, you inform them which pages exist on your website and how to access them. Also, Google’s crawling robots can crawl your website more easily, index pages, and improve your site’s SEO ranking.
Mobile Optimization and Responsive Design
Given that a significant portion of internet users use mobile devices to browse the web, optimizing your website for mobile is particularly important. Google also considers Mobile-First Indexing as one of the ranking factors. This means that Google first checks the mobile version of your website and then determines your website’s ranking based on that. For mobile optimization, your website must have a responsive design. Responsive design means that your website automatically adapts to the screen size of the user’s device (mobile, tablet, desktop, etc.). Also, the website’s loading speed on mobile devices should be high and provide a good user experience. Considering the changing approaches to SEO and the emphasis on user experience, mobile SEO has become more important than ever and can play an important role in improving your site’s ranking.
Fixing Crawl Errors and Improving Accessibility
Regularly check your website for crawl errors. Crawl errors refer to problems that prevent search engines from accessing your website pages. These errors can include 404 errors (page not found), 500 errors (server error), and other technical issues. Fixing crawl errors helps search engines properly index your website and improves your website’s ranking. Also, using security protocols such as SSL helps improve website access and security.
| Error Type | Description | Solution |
|---|---|---|
| 404 Not Found | Page is not available. | Redirect to a related page or create a new page. |
| 500 Internal Server Error | Server error. | Check and fix the server problem. |
| Redirect Loop | Infinite redirect loop. | Correct the redirects. |
The Importance of SSL Certificate and HTTPS
An SSL (Secure Sockets Layer) certificate is a security protocol that encrypts the communication between the user’s browser and the website’s server. Using an SSL certificate ensures that information exchanged between the user and the website (such as passwords, credit card information, etc.) is protected from unauthorized access. Websites that use an SSL certificate use the HTTPS (Hypertext Transfer Protocol Secure) protocol. Google has announced that HTTPS is a ranking factor and websites that use HTTPS achieve a better ranking in search results. Also, using HTTPS increases users’ trust in your website and increases your conversion rate.
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Using Canonical Tag to Prevent Duplicate Content
Duplicate content is a common problem in SEO that can reduce your website’s ranking. Duplicate content occurs when a web page is available with multiple different URLs. To prevent duplicate content, you can use the canonical tag. The canonical tag is an HTML tag that tells search engines which of the different URLs of a web page is the main and preferred URL. By using the canonical tag, you tell search engines which URL they should index and which URLs they should ignore. For example, if a product page is available with the URLs `example.com/product` and `example.com/product?color=red`, you can use the canonical tag to specify `example.com/product` as the main URL. By using this method, you can play a positive role in optimizing your website’s SEO and tell search engines which version of the page is the main one.
Continuous Monitoring and Analysis: The Key to Success in Technical SEO
Technical SEO is an ongoing process and requires continuous monitoring and analysis. Regularly check your website for new technical issues and take the necessary actions to fix them. Use Google Search Console and Bing Webmaster Tools to monitor your website’s performance in search results. Also, analyze statistics related to website traffic, bounce rate, dwell time, and other key performance indicators (KPIs) and improve your SEO strategy based on them. By continuous analysis and continuous improvement of technical SEO, you can increase your website’s ranking in search results and attract more traffic to your site. Remember that search engine algorithms are constantly changing, and to succeed in SEO, you must always keep up with the latest changes and trends and adjust your SEO strategy accordingly. Using SEO techniques increases site traffic and ultimately boosts your business. By optimizing SEO, you can bring your website to the initial search results and gain organic traffic.
FAQ
| Question | Answer |
|---|---|
| What is SEO? | SEO, or Search Engine Optimization, is a process for increasing the quality and quantity of website traffic by improving the site’s ranking in natural (organic) search engine results such as Google. |
| What are the main types of SEO? | SEO is divided into three main categories: On-Page SEO, Off-Page SEO, and Technical SEO. |
| What does On-Page SEO include? | On-Page SEO includes optimizing elements within the website, such as keywords, title tag, meta description, content, URL structure, images, and internal links. |
| What is Off-Page SEO? | Off-Page SEO refers to activities outside the website that help improve its ranking, such as backlink building, social media marketing, and brand mentions. |
| What is Technical SEO? | Technical SEO optimizes the technical aspects of the website to help search engines crawl and index it better. This includes site speed, mobile-friendliness, site structure, sitemaps, and Robots.txt file. |
| What role do keywords play in SEO? | Keywords are terms that users enter into search engines. Correct and targeted use of relevant keywords in the content and site elements helps search engines understand the topic of your page and display it in relevant searches. |
| What is a backlink and why is it important? | A backlink, or inbound link, is a link from one website to another. Backlinks act as a “vote of confidence” from other sites for search engines and play an important role in the credibility and ranking of the site, especially if they are from reputable sites. |
| What impact does quality content have on SEO? | Quality, relevant, comprehensive, and unique content not only attracts and retains users but also shows search engines that your page is valuable. This helps improve ranking, reduce bounce rate, and increase user dwell time on the site. |
| Why is site loading speed important for SEO? | Site loading speed is an important ranking factor for Google. Faster sites provide a better user experience, have lower bounce rates, and are preferred by search engines. |
| Is SEO a one-time process? | No, SEO is a continuous and long-term process. Search engine algorithms are constantly changing, competition is increasing, and site content needs to be updated. Therefore, SEO requires continuous monitoring, analysis, and optimization. |
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Resources
What is Technical SEO?
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,What is Technical SEO and Why is it Important?
,What is Technical SEO + Complete Guide 2024
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