Technical SEO is a must-have. Here are four technical activities that SEOs should focus on to improve organic visibility.
In her presentation at The MarTech Conference, Shachar Radin Shomrat, CMO of Deepcrawl, said, “Driving income and exposure from search hinges on your website health – today’s success in organic search is about a lot more than keywords and content.” “Today’s marketing world necessitates technically sound websites.”
“Over a longer period, the technological features of your website have a significant impact on how well your content performs,” she continued.
It might mean lost visitors and money if SEOs don’t take the time to improve crucial technical areas of your site that influence page speed, indexing, and more.
Here are four technical activities that SEOs should focus on to improve organic visibility.
1. Improve the Site’s Architecture
Shomrat explained, “Architecture is your foundational stage.” “Any individual page on that site is not set up to have the best chance of getting indexed, appearing in search results, and ultimately converting into a revenue-driving asset if the overall website structure is not optimized for search performance.”
Although no two websites are the same, most search experts believe that site layouts should have a logical flow and a hierarchy of content. This aids consumers and crawlers in understanding your site.
2. Ensure That Pages Can be Crawled
Search engines and users should be able to access your sites via valid status codes. SEOs should ensure that the pages they want to be indexed have an HTTP status code of 200.
Search marketers should also double-check that their robots.txt files aren’t preventing pages from being crawled. Crawlers may be unable to read your pages due to a misplaced prohibit directive.
3. Determine Which Pages are Indexable
The fact that your pages are crawlable does not imply that they are indexable. Marketers must ensure that the robot tags on their pages allow for indexing.
“If a page isn’t indexed by search engines, it won’t show up in users’ search results,” Shomrat explained.
4. Enhance the User Experience on the Page
On sites with bad user experiences, such as slow-loading pages, people are less likely to convert. To avoid this from happening, Google and other search engines urge site owners to optimize their technological architecture, allowing their content to shine in the search results.
“Your content and keyword investments will not get the return that you want unless you restore your [technical] basis,” Shomrat warned.
The Significance of Technical SEO
It’s critical for SEO success to pay attention to your site’s technical quality. Getting firm employees and executives on board, though, can be difficult.
“There are a lot of moving components involved in building a strong technological foundation for your website to rank well in Google and deliver an outstanding experience to your site users,” Shomrat added.
“It goes beyond the scope of most marketing departments,” she noted.
She advises marketers to show their employees the value of technical SEO by setting specific goals and demonstrating how their efforts are reaching them. She also advises sharing research and other educational tools with colleagues and executives to demonstrate the entire impact of technically competent sites in organic search.
“Promote organic and website health KPIs as business-wide OKRs [objectives and key outcomes] to gain the support you need from leadership,” she advised. “There is a wealth of information available about the influence website health and technical SEO may have as a low-cost client acquisition method.”