In the last 12 months or so, the team at SEO agency Market Harborough have noticed a lot more importance being placed on the technical elements of a website. But what do we mean when we say ‘technical SEO?
How To Do A Technical SEO Audit
Technical SEO is the process of making sure that a website is clean from a technical standpoint. It’s mainly looked at from the point of the search engine spiders such as GoogleBot. We want to ensure that we are presenting page content to them that’s most important to us as well as making sure the crawl budget isn’t being used up by crawling low-quality pages. We want search engine bots to be able to easily crawl our most important pages and not waste time with pages that aren’t.
The reason we put time into improving the technical functioning of a website is that it can improve search engine rankings without having to do anything else. Technical SEO includes indexing, crawling, site architecture, sitemaps and overall quality of the website.
As Google continue to find technical reasons to hold a website back in the SERPS, it’s a good idea to make sure your website is free from technical issues. One particular issue that is becoming increasingly common is when more than one page competes for the same keyword. This causes Google to be confused which results in your position in the SERPS being held back.
Any good technical audit should pick this up. Once identified is usually the case of deciding which page would serve the keyword query the best and then cleaning up other pages pages that may also be optimised for the same keyword.
The website layout also needs to be user friendly but also bot friendly. We don’t want to send search engine bots to broken links. Especially when done in excess.
We have many website owners contacting us frustrated. They tell us they’ve had SEO’s work on their websites for years but they are still in the same position as they were prior to the work. The trouble seems to stem from many other SEO experts using older or irrelevant techniques and strategies that search engines such as Google no longer advocate. When this happens, you won’t see any penalty messages etc in your search console. It’s almost like a blind penalty. You are held back from ranking higher but you would never really know.
Instead, you’ll typically see your web page’s rankings either stuck on page two or three and not move no matter what you throw at it. It is important to note that these days your webpage needs to be clean, be well optimised, have good grammar, be mobile friendly and have fast page load speeds.
There are also other SEO elements you should consider such as schema markup, XML sitemaps, keyword cannibalisation, 404 pages and thin or low quality content.
We will dive deeper into some of the technical SEO elements at a later date. If you’d like us to perform a full technical SEO audit on your website, please drop us a message.