A Manager’s Guide in SEO – What is Technical SEO?

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Our digital marketing agency provides you with not just overall SEO services but also resources that will help you understand search engine optimisation more effectively. 

We are one of the many SEO professionals that continue to learn and engage not just with the community we are a part of but reach ours as well to our clients for growth and a more sustainable SEO journey for everyone. 

We have uncovered the on-page aspect of search engine optimisation, now we are ready to tackle another vital pillar of SEO, the technical SEO. 

What is Technical SEO

Technical SEO is one of the three most essential parts of your search engine optimisation campaign. It centres on increasing the website’s crawlability, search engine visibility, and indexability to achieve optimisation goals. 

Just like on-page SEO, technical SEO eyes on improving factors on your business’ website to attain a high search engine ranking position.

In contrast to off-page SEO, technical SEO focuses on generating online exposure through the use of different media channels. 

8 characteristics of a technically optimised website?

You will know that your website is technically optimised if it reflects the following characteristics: 

  1. It has an XML sitemap
  2. It carries a structured data
  3. It has hreflang (International websites)
  4. It’s secure
  5. Crawlable for search engines
  6. It’s fast
  7. It doesn’t have multiple dead links
  8. It lacks duplicate content

Crawl Budget 

A crawl budget is the maximum number of pages that search engines can and want to crawl on your website. Crawling activity varies depending on your website’s health, size, and integrated links. 

Crawl Budget = Crawl Rate + Crawl Demand.

Crawl Budget Optimisation 

Since your site’s crawl budget depends on various factors, you must ensure you make the most out of it.

It matters that you spend it on valuable content because the search engines work on various pages and perform crawling activities to billions of content across the web.   

If search engine crawlers will take time to understand your content, they may miss a handful of your most significant content. 

Crawlers or bots operate in a short amount of time. So, if you want to optimise your crawl budget, ensure that it is easy and accessible for them to find, crawl, and index your page. 

Robots.txt

A robots.txt file, a file extension and not an HTML markup code, serves as a tour guide that informs search engines crawlers which part of your web pages they must go to and must not go to.

Robots.txt Optimisation

Robots.txt file carries various functions to help your website’s SEO implementations. 

One of its major functions is to give directions to crawlers. If you have a robots.txt file on your website, it matters that you know how to use it for greater optimisation. 

Canonicalisation 

Another important facet of SEO optimisation is your canonicalisation. 

This term may confuse and overwhelm you, but in reality, it is a simple concept that aims to improve your page rank and authority. 

Canonicalisation is a major problem solver for your content duplication issues. This HTML code signals search engines which pages are original and which are duplicates. 

Keep in mind that content or page duplication only harms your SEO performance and progress. Though it is an advantage to have your content visible to other parts of the web, ensure that it doesn’t go against search engine best practices. 

Redirection

Redirection is a familiar term for all SEO professionals and web owners. 

It refers to forwarding users automatically from an old address to a new URL less the need of navigating on so many links to access the page they want or experience a 404. 

There are many reasons a website undergoes a URL redirection, but the most obvious reason behind it is always for a better user experience.

Ian Ong
Ian Ong
Marketing Director @ Roots Digital. Aka the guy responsible for growing the digital agency.
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