Every year, Google modifies its algorithm to offer its users a better experience. As a result, businesses must always stay on their toes to maintain the top rankings.
The only area in which SEO has remained relatively consistent is technical SEO. Things such as mobile responsiveness, faster page loading speeds, and better site structure will never change. There is no day when Google will accept slow page loading speeds.
Nevertheless, before we get to the technical SEO factors, let us define what it is.
What is Technical SEO?
Technical SEO optimizes a website to meet modern search engine requirements to rank higher in organic results. The essential components of Technical SEO include crawling, indexing, website architecture, and rendering.
While the fundamentals are not difficult to master, technical SEO can be complex to understand. This article will explain how to ensure search engines can crawl content on your site efficiently.
Powerful Technical SEO Tips to Boost Conversion
1. Use SSL and HTTPS
Choosing an appropriate hypertext transfer protocol is the first step to effective site architecture.
In this case, there is only one SEO-friendly choice. Google announced in 2014 that it would start using HTTPS as a ranking factor, so it would be best if you use it. It is unusual for Google to divulge its ranking algorithms since they are usually kept secret.
Protecting your browser from being intercepted and tampered with by attackers is one of the most important security features of HTTPS. You want your pages to load over HTTPS rather than HTTP. HTTPS guarantees confidentiality, integrity, and authentication of your data.
If the address bar contains a lock icon, the website is using HTTPS.
Using an SSL certificate on your server allows you to access your website over HTTPS and not HTTP. Any information transferred between the server and the website (such as usernames, passwords, etc.) will be encrypted.
If your site does not already have SSL, the first step is to contact your hosting company and request that they enable SSL on your account, and then follow a migration procedure to activate SSL on your site without losing its rankings.
You must follow the steps for adding an SSL very carefully, just as you would when migrating to a new domain.
‘Responsive’ websites automatically adjust themselves to be accessed and read on any device. The majority of your users probably access your website from a mobile device now, and Google’s mobile-first index will penalize your rankings if you don’t have a mobile-friendly site.
Using a mobile-friendly test tool would help you determine whether or not your website is mobile-friendly and determine which web pages you need to optimize.
Your website needs a lot of work if it failed the test, so you should put that at the top of your priority list.
Although your site passes the test, you should know a couple of things about mobile and SEO.
- The content of your mobile website should match that of your desktop website.
- It should take less than 6 seconds to load your mobile website on 3G.
- Even though mobile conversion rates may be lower than those on desktops, it doesn’t mean you shouldn’t optimize your mobile website as much as possible.
- Pop-ups are not recommended on mobile.
- The importance of having a fast mobile website is not diminished by having AMP on your website. Despite having Accelerated Mobile Pages activated, you need a mobile-friendly site. AMP pages are not taken into account by the mobile-first index as a substitute for mobile-friendly pages.
3. Create and optimize XML Sitemap
Does Google still need an XML sitemap to find your web URLs in the age of mobile-first indexing and AMP?
Gary Illyes from Google confirmed that XML Sitemaps remain the second most crucial source for Google to crawl and discover URLs.
An XML Sitemap is an XML file that lists all pages/posts available on your website. Besides their title, it also includes the published date. The XML sitemap can be used as a guide by search engines when crawling a website.
Additionally, it provides valuable information about your site’s pages, including:
- When a page was last modified;
- What priority it has on your site;
- How frequently it is updated.
Don’t include in your sitemap tag pages, author pages, or other pages that have no original content on their own. If a new page is published or updated, you should ensure your sitemap is automatically updated.
Using the Google Search Console and Bing Webmaster Tools, submit your sitemap to Google and Bing, then monitor the status. Alternatively, you can seek help from a professional SEO services provider with optimizing your Technical SEO strategies.
4. Structured data markup
A structured data attribute in your website is code that assists search engines in understanding the context of your web content. A structured data attribute can help you describe your content in a way search engines can understand.
Since Google heavily uses structured data in the Search Results, it has gained more and more importance in the last few years.
Of course, Google can identify and understand your web pages based on their content and on-page SEO, but having structured data-rich snippets helps search engines a ton. For instance, you can use structured data to include star ratings to reviews, price information to products, and reviewer information.
The enhanced results can increase your click-through rate (CTR) and increase traffic to your website since they are more visually appealing and provide users with more helpful information. Search engines favor sites with higher click-through rates, so it is worthwhile to add structured data to your site.
5. Register your site with Webmaster tools
Using webmaster tools is essential to perform the most critical technical SEO tasks. Search engines provide these tools.
Google Search Console and Bing Webmaster Tools are free tools from Google and Microsoft, respectively, allowing you to submit your website to their search engines for indexing. It would help if you used these tools to optimize a website for SEO and carry out the most critical technical SEO tasks.
With the Google search console, you can test your robots.txt file, submit a sitemap to Google and find and fix crawl errors.
They also allow you to maintain a close eye on your site’s performance from a search engine perspective; you can do several other things with these tools.
- Testing your site’s mobile usability
- Accessing search analytics
- Viewing backlinks to your site
- Disavowing spam links
And much more besides.
In most cases, once you get your technical SEO right, you won’t have to deal with it again, unlike doing periodical SEO Audits.
In terms of technical SEO, there is a broad range of factors to consider if you want your website to comply with all the requirements searched engines set. This article, however, emphasized all the important aspects you should be aware of when designing your website.
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Sheryl is the Sr. Marketing Specialist at Uplers who has great experience in designing well-defined user journeys across the digital marketing domain. She leverages her digital marketing expertise to help businesses draw significant ROIs.