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What is technical SEO and how to do it?

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SEO

Technical SEO is the practice of making improvements to a website’s backend and architecture to increase search engine performance and exposure. Especially for large sites, technical SEO consultants and web developers must work together to tackle such SEO initiatives.

On-page vs off-page vs technical SEO

In a nutshell:

  • The goal of technical SEO is to preserve the technical soundness of your website.
  • Researching keywords and creating content are increasingly important components of on-page SEO.
  • Activities like link building and digital PR are part of off-page SEO, which aims to increase the external authority signals pointing to your website.

Technical SEO mostly focuses on deploying your website at the code level to increase crawlability and enable faster, more thorough content indexing.

Technical SEO components and on-page SEO overlap somewhat. For example, an on-page SEO expert looks over websites and modifies information (title tags, meta descriptions, H1s, etc.) in accordance with keyword research.

Then, a technical SEO expert concentrates on genuine metadata-related code mistakes. This includes problems like excessively lengthy page titles or missing meta descriptions, where each element’s metadata needs to be written or created.

Internal connecting represents another area of overlap. In order to increase a page’s link equity, on-page SEO emphasizes the purposeful addition of internal links. On the other hand, technical SEO takes a more comprehensive approach to internal links, emphasizing code mistakes and the entire link architecture of the website.

Technical search engine optimisers crawl a website thoroughly in order to find broken links and offer suggestions for fixing them. Technical SEO, in contrast to on-page SEO, places more emphasis on the general health of the site’s link structure and is less concerned with the exact anchor text of individual links.

The function of technical SEO in an all-encompassing SEO plan. In an overall SEO plan, technical SEO is vital. To put it simply, if a site is not indexable or has serious technical problems, then all other efforts are in vain.

The technical SEO audit is usually completed first and is frequently the most thorough part of a full SEO strategy. This implies that, for pragmatic reasons, technical SEO is implemented from the beginning.

Other attempts are rendered useless if a website has problems that prevent it from being indexed. The technical SEO audit’s findings are frequently used by the on-page SEO team to inform their early decisions. 

For instance, it needs to be addressed if there are substantial portions of the website lacking H1s, meta descriptions, or on-page content. Only after the house is in order will an on-page SEO team conduct their own investigation to support the development of new site sections, typically based on keyword and/or ranking data.

Similarly, the off-page SEO team frequently bides its time until the technical SEO specialist has finished auditing competitor links. Technical SEO audits are usually conducted prior to competition link analysis. 

This puts the focus of the SEO strategy, particularly in the beginning, on technical SEO. The technical SEO team monitors site health as the campaign moves along with tools like Ahrefs or Llumar, although by then, their role is usually minimized.

Typical technical search engine optimization tasks

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The tasks that technical SEO specialists typically accomplish are listed below.

Examining accessibility and indexing

  • Solving website indexing issues with the use of programs like Google Search Console.
  • Making sure that no signals that conflict with one another are sent to Google via all indexing signals (such as robots.txt, no-index tags, canonical tags, and XML sitemaps).
  • Responsibilities for the content management system (CMS)
  • Taking on more extensive CMS work as necessary. (On-page / content SEO teams may be assigned smaller, single-page problems.)
  • Choosing which CMS to switch to in case the existing one isn’t particularly SEO-friendly.

Slithering

  • Ensuring appropriate scanning of websites with industry-standard programs like Screaming Frog.
  • Technical SEO audits are supported by crawl data analysis.
  • knowing the best ways to set up crawlers (site-specific) and keeping an eye on the crawl. (Nobody wants to unintentionally use crawling software to DDoS their client!)

Migrations and domain work

  • Choosing a new domain name that will help with SEO.
  • Executing extensive website migrations, whether they are internal or external domains.
  • Transferring a website to a new domain, along with its related SEO rankings, is known as a domain external migration.
  • Moving to a new CMS within the same domain that writes URLs differently is known as a domain internal migration (redirect work is still needed).
  • Tackling redirect tasks unrelated to migration, such untangling outdated redirect chains.

Analyzing metadata and defining issues

  • Use metadata or associated problems to focus the on-page SEO team’s efforts.
  • Maybe aiding in the large-scale content generation process using AI.

Superior website security

  • To protect website visitors, comprehend and employ HTTPS / HSTS header answers.
  • Implementing content security regulations, using X-frame settings to prevent external embeds, etc.

organized information

  • Utilizing structured data, or schema, to improve Google’s perception of a page’s content and increase the likelihood that the page will show up for rich snippets in the search engine results page.

Site speed and usability

  • collaborating with front-end developers or web designers to make sure a website is search engine friendly.
  • Analyzing problems with page performance and determining if the website passes the Core Web Vitals evaluation.

Conclusion

Technical SEO is a foundational element of any successful SEO strategy, focusing on optimizing a website’s backend and infrastructure to enhance search engine performance and user experience. It ensures that a website is crawlable, indexable, and free of technical issues that could impede its visibility in search results. By addressing aspects such as site speed, mobile-friendliness, crawlability, HTTPS, and structured data, technical SEO lays the groundwork for effective on-page and off-page SEO efforts.

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