There are three main aspects of any SEO: technical, copywriting and marketing. Although it may seem that it all comes down to the last two, in the end, it’s the technical SEO that hits the mark. Every SEO should be focused on these three elements and not favor one over the other.
While marketers will perform those segments visual to everyone, developers have a job to make sure that it all goes smoothly when it comes to the technical decisions regarding the SEO. This is done at the beginning while a website is not published yet in order to fix the issues in time and prevent further problems.
Technical SEO is backend activity performed by the webmaster and aimed to ensure that website respects the search engine guidelines so that it will be properly indexed and ranked. But besides this, there are few more reasons why you should focus on technical SEO equally as on the copywriting and marketing.
1. To help search engines crawl your website
All efforts to create a quality and efficient SEO are practically worthless if search engine crawlers are blocked from going through your content. Robot.txt file is responsible for making sure that crawlers know what to search for. This means that you can restrict certain areas of your website, and this can include one page, several directories and even the whole site.
Technical SEO is responsible for making sure that Google crawlers do their job appropriately without missing anything important since that can cost you rankings. You can use tools to determine the status of your website regarding the crawlability, like Google Search Console but having technical SEO from the start would certainly minimize the damage if not prevent it.
2. It structures data
A lot of developers advise using structured data since that will be the future of SEO. This is the case because it means you agree with the standards set by the search engines. Using structured data will create a website with semantic markup.
This is called Schema and is the whole new principle based on which search engines will sort out the information they encounter. Schema codes are not meta tags, but something completely different and should be entered into div, h1 and span tags. This integration will not affect the overall HTML code but will allow crawlers to recognize the contents of the paragraph or page.
This is a tool specifically designed so that crawlers can categorize the content by “telling” them what your content is all about. Google and other search engines are even using this code to improve artificial intelligence they already use.
3. Provides good website structure
When it comes to website structure, it’s always desirable to have one. The great structure is more than XML sitemap. It includes easy navigation for the users while you can still have as many pages as you need and want. If done properly and efficiently, site structure will pay attention to the link equity distribution thus ensuring that pages obtain good ranks and can be easily accessed from other pages on your website.
This may be considered as something not so important, but if you have a problematic and confusing website structure, there is a good chance that your visitors will bump into chaos. Also, redesigning will take longer and can be problematic if you can’t find what you need or if all the data is not structured in an appropriate order.
4. Takes care of indexing
Copywriting and marketing don’t bother with indexing, nor do they go into the details how it works. This is the full domain of technical SEO. One thing to remember is that indexing is the most basic action all search engines do. So the main concern of technical SEO should be how to improve it and make it more accessible.
You can do this in several ways: creating the XML sitemaps, eliminating duplicates, connecting to Google Webmaster Tools and checking robot.txt if the public pages are indexed correctly. Also, the number of pages in the Google and Bing search index will bring more ranking possibilities and more SEO traffic.
5. URL recovery
Every website changes it looks over time. This is due to the new design trends, accessibility, more practical visual solutions or any other reason which will inevitably require the complete restructure or refreshing of the look.
It may seem something not so technical, but rather creative, but this line of thinking can be damaging to a website. During the makeover, URLs can be messed up and so the content can become inaccessible and sometimes even the whole pages can get lost.
Since your whole SEO is focused on the responsive website design, meaning that the content is supposed to be at disposal to your visitors and search engine crawlers, you have to get technical.
The best practice is to back-up your website regularly, keep track of what pages are missing and make sure to recreate them or place a 301 link until you resolve the issues. Website redesigning is known to destroy even the whole SEO and quick reaction to solve this problem is crucial for maintaining the rankings.
These are some of the basic and valid points to consider when deciding to use SEO. You may be more concentrated on the content, and rightly so since that will bring you audience, leads and revenue. But don’t neglect the technical SEO or at least hire someone who will be responsible for it. That way you will cover all your bases and have a contingency plan in place if any technical issue is to arise.