Navigating Technical SEO: Essential Tips For Website Optimization

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Search engine optimization (SEO) can seem complicated at first glance. And it doesn’t help that there are multiple elements to look at, including on-page, off-page, mobile, local, international, and technical SEO.

Of these categories, getting the technical aspects of your website right may sound the most overwhelming. But it shouldn’t be. Knowing the key areas to look into and adhering to best practices should set you in the right direction. This article will walk you through some of them. 

Let’s start with understanding how technical SEO uplifts your site visibility.

The link between technical SEO and user experience

While content may be king when it comes to ranking organically, technical SEO plays an indispensable role. It dictates how search bots can crawl, index, or understand your content. It also impacts how your pages load reliably and quickly for all users. 

The Importance of SEO for Writers

Creating a web-friendly environment requires the following critical site elements:  

  • Proper site architecture 

  • Structured data

  • Mobile optimization 

  • Page speed 

  • Secure hosting 

Search engines value these components to provide the most relevant results. A positive user experience (UX) is a ranking signal for SEO. 

For instance, Google, which leads the search engine market, reveals that focusing on user experience reduces up to 24% of site abandonment and increases average page views per session to 15%. Moreover, company sites with great UX could experience increased conversions and a possible 18% revenue rate enhancement.     

Thus, while content plays the lead role in what a page actually ranks for, technical optimization sets the stage for search visibility. In doing so, you’re making your site resources discoverable, accessible, and easily understood by search engines and your audience. It’s essential not only for attracting and increasing traffic but also for conversions and maintaining high-search rankings.   

So, what should you do?

1. Consider hiring SEO professionals

As a business owner, you wonder whether you should handle technical SEO internally or hire an expert to do the right job. Admittedly, either approach has pros and cons, depending on your goals. 

Managing technical optimization in-house gives you more control over your strategies. On the downside, you may need more skilled staff to do it. Most businesses think adding more tasks to their team means more savings than hiring third-party SEO specialists, but the long-term expenses for in-house projects can gradually increase.  

Professional growth

Tapping reputable agencies always sets you in the right direction. A reliable search engine optimisation company has the resources, including expert insights and skilled professionals, to successfully execute tailored technical SEO projects.

A seasoned SEO agency offers extensive knowledge and experience that takes years to build. These companies provide analytics for insights, are adept at the best practices, and possess all the required resources to build, implement, and monitor your campaigns around the clock.     

2. Start by checking your site architecture

A logical, easy-to-navigate site architecture and clean uniform resource locator (URL) structure are the foundation of any sound technical SEO. So, one of the main things you must examine is your site map.

Ensure that your pages are logically organized in hierarchical categories and the site architecture is consistent across sections. One way to do it is to arrange the pages by topic. It’s like writing content; each subject branches out to different yet relevant subheadings. 

Organizing through subdomains vs. subfolders

When structuring a website, a common question is whether it’s better to organize additional sections and categories into subdomains (for example: blog.website.com) or through subfolders (www.website.com/blog/). 

So, which one works better for SEO? There’s no quick answer to that. Before implementing any changes or creating your site structure, understand the differences between using subdomain vs subfolders for SEO, including their impacts and best practices. Doing so lets you choose the right approach as you can align it with your specific optimization objectives and business setup.  

Let’s drill into some key considerations:    

1. Link juice flow

Subfolders allow link equity to flow across the website, including the home page. With subdomains, the link juice is separated and not shared in the main domain. That’s because while they’re associated with your domain, they’re treated differently from your main website.

2. Consolidating domain authority

That said, keeping all sites under one domain allows you to consolidate and grow your domain authority. Conversely, using subdomains demands you to start from scratch, as you need to build the authority for each one. 

3. Duplicate content risks

Similar content published on the domain and subdomains can be viewed as duplicate, diluting SEO. That’s because search bots can get confused which page to consider when indexing and ranking. According to industry estimates, 29% of web content can be classified as repetitive. Using subfolders can help avoid this risk.   

Write original and distinctive content

Generally speaking, subdomains offer the best solution for separating unrelated content clearly. However, subfolders can achieve the same clarity with proper internal linking and semantics. One of the strongest reasons for using subdomains is security, as user log-ins may warrant them.

Developing a clear URL structure

Next, evaluate your URLs. Are they short, include the right keywords, and do they use dashes to separate words? At the same time, avoid overly long URLs stuffed with parameters whenever possible. If you can’t avoid it, do so in a way that relates to the content. Finally, don’t use special or unnecessary words.   

3. Stay on top of crawlability issues

Search engine bots must be able to crawl your site and pages to index and rank them effectively. However, these resources are limited to prevent overwhelming servers. 

A site’s crawl budget varies depending on its crawl health. Generally, the more responsive the site is, the better. You want to cover the basics to ensure your site is technically optimized. 

XML sitemaps  

This is a file that directs bots to all the pages that they should index. Make sure yours is properly formatted, updated frequently, and submitted to search engines.  

robot.txt files

This file provides instructions to crawlers by indicating accessible and restricted paths. This allows these algorithms to crawl all the pages you want to be indexed while restricting their access to confidential directories like user accounts.   

Internal linking structure

Interlinking content pages offers more context to search crawlers, allowing them to understand your site and pages better. A good strategy involves using appropriate anchor texts to link relevant site pages naturally. 

4. Enhance markup with structured data

Implementing a structured data markup lets search engines unpack more semantic meaning from your pages. With descriptive markup, you feed them with more contextual clues to set them up for relevant queries. 

Use schema types matching the content of each page. You can also add the Worldwide Web Consortium-recommended JSON-LD or other microdata formats denoting key details—images, descriptions, dates, authors, etc. After marking up your data structure, use testing tools to spot errors and fix them before search indexing. 

Enhancing bots’ understanding of your content brings greater relevancy for traditional and voice searches and rich result formats. It then translates to higher ranking potential, more visibility, and, potentially, increased click-through-rates

5. Prioritize page speed and mobile optimization

Since a few years ago, portable devices have outperformed desktop computers as the main source of internet traffic. Statista estimates reveal there were 7.33 billion mobile phone users in 2023—covering over 90% of the global population in the same period. It’s unsurprising since more people want to feel connected and productive even on the go.   

Optimizing speed for fast loading

As more and more people turn to internet searches for pre-purchase information, mobile SEO is imperative for businesses of all sizes. Several technical and content aspects impact proper mobile optimization.

Developing and maintaining a responsive design

Start by ensuring your site has a responsive design that adjusts to different screen sizes. Pages should resize smoothly without the need for horizontal scrolling. There should be no overlapping elements, and text sizes must be readable. 

Optimizing your primary site elements

More importantly, optimize your site by making it load quickly. Loading a site involves three main codes. Hypertext Markup Language or HTML defines your site and content structure. Cascading Style Sheets (CSS) is responsible for the page layout and style. JavaScript makes the content more dynamic and interactive.  

Keep your mobile pages lean by performing the following:

  • Limit or compress images and videos.

  • ‘Minify’ JavaScript and CSS codes by optimizing codes and removing redundancies.  

  • Leverage browser caching.

  • Use content delivery networks (CDNs).

These best practices boost page loading times, enhance user engagement and experience, and increase conversion rates. 

6. Choosing the right hosting infrastructure

Your website’s hosting infrastructure also plays a critical role in site speed and uptime. Both signal relevance and quality to search engines. Focus on reliable site-hosting companies with reliable and modern servers for the best results. Older stacks lead to slow sites, while updated technology provides significantly better speed and performance. 

Your server configuration can also dramatically impact these elements. Opt for settings that maximize your site, regardless of the hosting company. Check whether caching is enabled and look out for unnecessary processes. Only work with hosts that examine and optimize their configurations frequently. 

7. Tracking technical performance frequently

SEO is a dynamic field, and algorithms and ranking guidelines change regularly. Stay on top of your technical optimization techniques by constantly checking and tweaking your tactics.

Manufacturing analytics

It pays to focus on elements like crawling errors, structured data issues, page speed, and mobile-friendliness. Fortunately, the market is full of paid and free tools that can help you in this department. For example:   

  • Most premium SEO tools provide crawl diagnostics, showing indexed and restricted pages alongside errors for debugging. 

  • Structured data markup validators can identify errors in the schema code. 

  • Page speed checkers measure metrics based on Core Web Vitals, namely Cumulative Layout Shift, First Input Delay, and Largest Contentful Paint. 

Aim for at least a 90%-page performance score. However, different platforms have varying metrics. You must check them to determine your performance and compare them against your top competitors in some cases.    

The power is in your hands

These are the most important aspects to look into from an optimization standpoint. Technical SEO may seem overwhelming at first, but you’ll get the hang of it over time.     

While it may look like these elements are meant exclusively for search engines, these technical SEO components actually work to improve user experience

That said, focusing on these fundamentals prepares your site for optimal visibility for both search engines and audiences.  As with all things SEO, a logical and customized approach yields the best results. Keep this in mind whether optimizing in-house or hiring third-party SEO specialists.      

 

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