Technical SEO refers to the process of optimising a website from a technical standpoint to improve its visibility and performance in search engines. Unlike content-focused SEO, which deals with optimising the content and keywords on a website, technical SEO is all about ensuring that the website’s infrastructure and backend are search engine-friendly.
By optimising your website's technical aspects, search engines can crawl and index your content more effectively. This results in better visibility on search engine results pages (SERPs), increasing the likelihood of attracting organic traffic and potential customers to your site.
Technical SEO ensures your website loads quickly, is mobile-friendly, and has a well-organised structure. This leads to a smoother and more enjoyable browsing experience for users, reducing bounce rates and encouraging visitors to stay longer on your site.
When search engines can easily understand and access your content, they are more likely to rank your website higher in search results. Properly implemented technical SEO elements, such as structured data markup and canonicalisation, can help search engines display relevant and rich snippets, attracting more clicks from users.
Optimising website speed through technical SEO practices like image compression, browser caching, and minimising server requests improves loading times. Faster-loading pages not only please users but also positively influence search engine rankings, as speed is a crucial ranking factor.
By creating XML sitemaps, using robots.txt effectively, and managing your site's crawl budget, you ensure that search engine bots can easily discover and access your website's content. This efficient crawling and indexation process helps your new content get indexed faster, keeping your website up-to-date in search results.
To improve your website’s search engine visibility, crawlability, and overall performance, you’ll need to implement the following:
Given the increasing use of mobile devices, prioritise mobile optimisation. Ensure your website is responsive and provides an excellent user experience on various mobile devices.
Page loading speed is crucial for both user experience and search engine rankings. Implement strategies such as image optimisation, browser caching, and content delivery networks (CDNs) to improve site speed.
Deal with duplicate content issues through canonicalisation and create a logical URL structure that is readable and organised for both users and search engines.
Create and maintain an XML sitemap to help search engines discover and index your content efficiently. Use the robots.txt file to control which parts of your site search engine bots should or shouldn’t access.
Ensure your website has a valid SSL certificate to provide a secure connection between the user’s browser and your server. This not only protects user data but also boosts your search engine rankings.
Create a clear and intuitive site architecture with proper internal linking. This helps users navigate your site easily and allows search engines to understand the hierarchy of your content.
Although technical SEO primarily deals with website infrastructure, it’s essential to have high-quality content on your pages. Combine technical SEO with on-page SEO to create a comprehensive optimisation strategy.
UX and technical SEO are closely related. Ensure that your technical improvements contribute to a better overall UX on your website.
Frequently Asked Questions about Technical SEO
Mobile-first indexing means search engines primarily use the mobile version of your website to determine rankings. With more users browsing on mobile devices, having a mobile-friendly site is vital for improved rankings and user experience.
Use canonical tags to indicate the preferred version of a page to search engines. Additionally, ensure that your internal linking structure consistently points to the preferred version of the content.
Rich snippets are enhanced search results that display additional information, such as star ratings or product prices. You can get them by implementing structured data markup (e.g., Schema.org) on your web pages.
An XML sitemap is a list of all your website’s URLs, submitted to search engines to help them discover and index your content efficiently.
Yes, it’s essential to regularly monitor and update your technical SEO. Search engines and technology evolve, so staying proactive with updates and best practices helps maintain and improve your website’s performance.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
From your website user experience to the user imagery within your social media, brand is every moment of every interaction with your business. Defining who you are.
Get your content right, and the channels will all but take care of themselves. It is not enough for content to be superficially on-brand, but rather it must drive the brand’s vision, no matter how ambitious.
It’s no coincidence that the best B2B marketers are endlessly curious individuals who understand the value of research. I’s where every great strategy begins.
There is no better way of capturing incredible B2B or professional service content whilst simultaneously raising awareness and growing credibility, than by engaging with the top 1% of your target market; the influencers.
From SEO to email marketing and webinars to social media, your content needs to be distributed across all the relevant channels as you develop brand into a serious digital asset. Meanwhile, a paid lead generation strategy that limits cost per acquisition (CPA) may also be required, depending on short term targets.
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.
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