Technical SEO is a term used to describe optimising the technical aspects of a website in order to increase visibility in search engine rankings. Technical SEO is a form of on-page SEO and focuses in improving elements of website to rank higher. It revolves solely around making the website faster, easier to crawl and understandable for search engines.
Why do we need to get technical?
Search engines strive to provide users the best possible search results for their query. They do this by attempting to evaluate each website and have their crawling bots to take a look at a few different factors to determine the quality of the website. Some factors are based on the pages contents and keywords used, and some are based on technical factors like the speed of a webpage.
While technical SEO may not seem as important as other SEO tactics, it plays a huge role in the way crawlers and indexers engage with a website. If the technical aspects of your website are well optimised, your website can be better understood and read by search engine crawlers. This also applies to user experience – technical SEO tactics will naturally improve overall user experience on your website.
What does a technically optimised website look like?
A website that is well technically set up will be fast. Nowadays, sites need their pages to load fast to be in favour by both search engine crawlers and users.
Search engine crawlers love a fast web page because it means they can evaluate the information quicker. Google knows slow web pages are less favoured by users, so it will always opt for the faster pages. Users are likely to abandon if the page doesn’t load quickly, making the bounce rate a lot higher for slow loading websites. A slow web page will likely end up further down the search engine results than a faster one, as both Google and users prefer fast loading pages.
Links are redirected
Say you’re an SEO Adelaide Agency and your website is a work in progress. If you’ve created an inbound link structure between your pages, and then you change and move your key pages, there’s bound to be some dead links in between. If a link leads to a non-existing page on your site, people will come across a 404-error page, drastically decreasing their user experience.
Search engine crawlers aren’t fond of error pages either. Having dead and broken links make it harder for the crawlers to understand the foundations of a website and how it all links together. A technically sound website will have all dead and non-existent links redirected to the correct page. To prevent unnecessary dead links, make sure to always redirect the URL of a page when it’s deleted or moved.