What is Technical SEO?
Technical SEO refers to the optimization of a website’s technical elements in order to improve its ranking in search engine results pages (SERPs).
This includes optimizing the structure and organization of a website, as well as improving its speed and security.
Technical SEO is an important aspect of search engine marketing because it helps ensure that search engines can easily crawl, index, and understand a website’s content.
A Brief History of Technical SEO
The history of technical SEO can be traced back to the early days of the internet, when search engines were first developed. In the early 1990s, search engines like Archie and Veronica were developed to index and search the contents of FTP servers.
These early search engines were limited in their ability to understand and interpret website content, and relied heavily on the use of keywords and metadata to determine the relevance of a webpage.
PageRank and External Linking
As the internet evolved, so did search engines. In the late 1990s, Google was developed as a search engine that used a proprietary algorithm to rank websites based on their relevance and importance. Google’s algorithm, which was called PageRank, used the number and quality of external links pointing to a website as a key factor in determining its ranking.
This emphasis on links as a ranking factor was a significant departure from the keyword-based approach used by earlier search engines, and it helped to fuel the growth of search engine optimization (SEO) as a discipline.
Crawlability, Site Speed & Website Security
The importance of technical SEO became increasingly apparent in the early 2000s, when search engines began to place a greater emphasis on the structure, organization, speed, and security of a website. One example of this is Google’s introduction of crawlability, which refers to how easily search engines can access and crawl a website’s content.
This shift led to the development of tools such as XML sitemaps and robots.txt files, which aid search engines in understanding and indexing a website’s content.
But, it’s not just about making it easy for search engines to crawl your website. Search engines also began to prioritize website speed and security. In 2010, Google introduced the “site speed” ranking factor, which measures a website’s loading speed and uses it as a factor in determining its ranking.
Building on this, in 2014, the use of SSL certificates was introduced as a ranking factor, further enhancing the security of websites and improving the user experience.
“Mobile First” & Responsive Designs
In recent years, technical SEO has continued to evolve and become increasingly important in the world of search engine marketing. With the growing ubiquity of mobile devices and the rise of “mobile first” indexing, it is essential for websites to be responsive and optimized for mobile devices.
The increasing use of voice search has also led to the development of structured data and schema markup, which help search engines understand and interpret the content of a website more effectively.
Overall, the history of technical SEO has been closely tied to the evolution of the internet and search engines.
As search engines continue to grow more sophisticated and advanced, technical SEO must be included in any organic search optimization strategy.
By optimizing the technical elements of a website, businesses can improve their visibility in search engine results pages and drive more organic traffic to their website.
How Can a Comprehensive Technical SEO Audit Help Your Business?
A technical SEO audit is a comprehensive evaluation of a website’s technical features and infrastructure, with the goal of identifying any issues that may be hindering the site’s performance in search engine results pages (SERPs). This is one of the most important first steps in evaluating the strength and weaknesses of a website as part of an comprehensive organic SEO campaign.
In order for me to develop a useful and thorough technical SEO audit report, I make sure to follow a structured process and provide my clients with relevant, actionable metrics and data.
Here is a snapshot of how I perform a technical SEO analysis and prepare your report:
Crawl the website: I start with industry-standard tools such as Screaming Frog and SEMRush to crawl the website and gather data on its technical features and infrastructure. This will include information on URLs, page titles and descriptions, headings, alt text, and more.
Analyze the data: Once the crawl is complete, I will analyze the data to identify any issues or areas for improvement. This may include identifying duplicate content, server-side issues, potential hacks and vulnerabilities, broken links, missing or incorrect meta tags, and much more.
Identify and prioritize issues: From the analysis of the data, I will identify the most significant issues that are impacting your website’s performance and prioritize these issues based on their potential impact on the site’s ranking and user experience.
Develop recommendations: Based on the identified issues, I will strategize and develop recommendations for how to address them. Suggestions might include updating your website’s content and/or blog posts, fixing broken links, improving page titles and descriptions, and more.
Create your report: Last, I will use the data I’ve collected and the recommendations developed to create a comprehensive technical SEO audit report. This will include an overview of the website’s current technical features and infrastructure, as well as a detailed list of the identified issues and recommendations for improvement.
Metrics that may be included in a technical SEO audit report include:
1. Crawlability: This refers to how easily search engines can access and crawl a website’s pages. Issues such as broken links, blocked pages, and crawl errors can prevent search engines from fully indexing a website.
2. Mobile-friendliness: With the increasing use of mobile devices to access the internet, it is important for websites to be optimized for mobile users. Your audit will identify issues such as slow loading times, unresponsive design, and small text that may affect the user experience on mobile devices.
3. Page speed: Search engines prioritize websites that load quickly, so it is important to optimize page speed as part of a technical SEO audit. Issues such as large image files, slow hosting, and too many redirects can all contribute to slow loading times.
4. HTTPS: Websites that use the HTTPS protocol (a secure connection) are given preference in search results. Your audit will reveal any issues with your website’s SSL certificate, such as expiration or invalidation, that may be affecting its ranking.
5. Duplicate content: Search engines may penalize websites that have large amounts of duplicate content, as it can be confusing for users and may be used to manipulate search rankings. I will identify duplicate content issues and recommend strategies to fix them, such as using canonical tags or redirecting duplicate pages to a single, unique URL.
6. XML sitemaps: An XML sitemap is a file that helps search engines understand a website’s structure and content. If there are problems with your website’s XML sitemap, such as missing pages or incorrect URLs, search engines may not be able to properly index your website.
7. Meta tags: Meta tags are HTML elements that provide information about a website’s pages to search engines. A technical SEO audit can identify any issues with the website’s meta tags, such as missing or duplicate titles or descriptions, that may be affecting its ranking.
8. Internal linking: Internal linking is the practice of linking to other pages within the same website. My SEO strategies will address issues with the website’s internal linking structure, such as broken links or a lack of clear hierarchy, that may be affecting its crawlability and user experience.
9. Server-side issues: I will identify any issues with the website’s server configuration, such as server errors or slow response times, that may be affecting its performance and ranking.
10. Accessibility: It is crucial to identify any issues that may prevent users with disabilities from accessing the website, such as missing alt text on images or poorly formatted headings. Ensuring the website is accessible to all users is not only good for user experience, but it can also help improve the website’s ranking.
These are just a few of the areas I’ll cover in your technical SEO audit. Tech audits are an incredibly comprehensive way to identify and address any issues with your site, and to make sure it’s running at its best.
Maximize Your Search Marketing Strategy with Expert Technical SEO Services!
Are you tired of struggling to get your website to rank on search engines?
Do you want to increase your online visibility and drive more traffic to your site?
If so, it’s time to invest in a technical SEO audit!
I will thoroughly analyze every aspect of your website to identify any technical issues that may be holding you back in search results. I’ll provide you with a comprehensive report detailing my findings and offer recommendations on how to fix any issues the audit reveals.
Don’t wait! It’s time to take control of your business’ online presence and reap the benefits of a technically-optimized website.
76% of people who search for something nearby on their smartphone visit a related business within a day,
and 28% of those searches result in a purchase.
Are you ready to grow your business with a technical SEO expert you can trust?
Schedule your FREE 30 minute consultation!
Brea Corwin - Organic SEO Manager
Read more about Brea’s background and experience.
“Brea rescued us from a recently contracted WordPress site that was not functional due to the inability of a previous developer. She not only got the new site up and running quickly but created a design that is visually attractive and attention-getting across multiple platforms.
Throughout the process, Brea was efficient and professional, responding to my concerns about expressing our identity accurately.”
~ Vicki M, Disaster Recovery Professional
“I hired Brea and her team to create the website and logos for my annual film festival–the Horrible Imaginings Film Festival in San Diego.
From the initial consultation to the day when I was able to go live with my new fully-functional website, Brea’s work was the very definition of exemplary.
She is very good at taking the vision of her clients and translating them into a website that is thematically appropriate, easy to use, clean, and engaging.
Her explanations of SEO and some of the more technical aspects of web visibility are concise, easy to understand, and non-threatening for those of us who are flummoxed by the jargon.
Her pricing is the most reasonable I’ve seen, especially considering the level of quality she delivers. I can’t recommend Brea enough!”
~ Miguel R, Horrible Imaginings Film Festival
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Everything came together on time and on budget, and there were even meetings to discuss how to run, change and maintain my WordPress site as well as a couple of follow up calls to see how everything was going. I know if I need help, Brea is still there to support me.”
~ Mark S, Sci Fi & Horror Author