While businesses take SEO seriously for marketing their products and websites, they often fail to realize the value of technical SEO.
By Anand Srivastava,business.com writer
While a majority of social marketers feel that technical search engine optimization (SEO) is ignorable in the long run, we would like to believe that it is the most essential, yet underrated tool that guarantees business growth, if taken seriously. Most importantly, technical SEO mostly requires professional help, and businesses should consider getting an affordable and credible service provider for taking care of the same.
We understand that every business owner isn't well versed with the technicalities and importance of this form of SEO, and this is why we would clearly segregate the topic with examples, characterizations and valid postulates.
What is technical SEO?
Every business that is looking to make it big in the digital domain must concentrate on getting a functional website for catering to the diverse audience base. Put simply, technical SEO evaluates the website's state of well-being while making sure that the outreach and other technical aspects of its operations are duly attended to.
In simpler words, technical SEO is almost anything that is done to the website which makes it easier for search engines to identify and index. Technical SEO works best when paired with the likes of on-page and off-page search engine optimization techniques. Technical SEO is one skill that makes the website content visible to web crawlers
Why is technical SEO important?
Giving proper attention to technical SEO is necessary for growing organic business traffic. While on-page search engine optimization takes care of the content quality, even the most cohesive piece of information would falter if search engines fail to identify the concerned website. Therefore, technical SEO renders visibility to all the other existing SEO and content marketing efforts that are restricted to the website.
How will technical SEO help my businesses?
Technical SEO helps businesses in several direct and indirect ways.
Faster website loading
Almost 47% of global users prefer (and even expect) that a good website to load within two seconds. If your site takes a long time to load, customers will look elsewhere, which eventually kills traffic and overall sales.
Moreover, Google is expected to launch new algorithm changes in 2020, and the existing SEO landscape might change in favor of technical SEO. Moreover, Google still gives priority to mobile-optimized websites. If your website doesn't adhere to this guideline, Google will push the business lower down the rankings.
Keeping duplicate content at bay
There might be a case when a business has already published an informative and empowering blog for the readers, but without technical SEO and the concept of canonical tag added into the mix, it is easy for a competitor to steal the same and get it published. Moreover, without a canonical tag, even Google cannot make out which is the original piece and which one has been unlawfully published.
That said, if the competitor has a canonical tag added to the website, Google will consider their content to be original and will penalize you for duplicate content. This might include deindexing the pages, besides dropping you from SERPs altogether.
This is where expertise in regard to technical SEO comes into play as it allows businesses to stay immune against these threats. In addition to canonical tags, technical SEO enables businesses to use the 301 redirect, which ensures all the content versions are directed toward a more uniform location. This technical inclusion allows businesses to retain their domain authority besides combating the content issues about duplication.
For a business to be even relevant in this existing landscape, the website must be indexed by the search engines. This is what technical SEO strives to achieve as it allows the business to list its website or the concerned web pages on Google or any other search engine in that regard. The best thing about this process is that single pages, directories, or even the entire site can be indexed or disallowed depending on the preferences. However, it all boils down to professional expertise in play.
Every website needs to have a page log by which Google or any other search engine determines its position. This is where technical SEO and XML sitemaps come into the scheme of things as they define the concerned pathways for a search engine to index and identify the concerned website. A decently created sitemap can also speed up the page loading process about the concerned website.
Technical SEO for dummies
If you don't have access to professional help or a large budget, here are some basic things you can do to boost the visibility of your website.
Businesses can incorporate minimalistic website templates for keeping the page loading speeds up to pace with customer requirements. In simpler words, if the entrepreneur isn't sure about how to increase the page-loading speed, the safest avenue is to make room for only the necessary elements and to avoid using additional plugins and widgets.
Optimized images and other visuals
Businesses can add high-quality images in JPG formats to ensure they do not interfere with the page-loading speeds. Moreover, only the relevant pictures should be added as a safe and neat technical SEO trick for increasing page speeds.
A good way to boost page-loading speeds is by minimizing the number of page redirects. However, even in case of a 404 error, if redirecting is essential, it needs to be done precisely to stop the user from ending the session and migrating elsewhere.
Technical SEO is an underrated yet extremely essential and vast topic that needs thorough attention. It will become even more important in 2020 as businesses will be identified by the popularity of their websites and even the amount of organic traffic that is being generated by them.
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