The process of on-site and off-site optimization can be quite complex. Many business owners realize that the creation of content is an absolute must, but the technical aspect of search engine optimization is not always as straightforward.
Technical SEO is just as important to your company's SERP rankings, conversion rates, and overall visibility.
What Exactly Is Technical SEO?
Technical SEO is the work that takes place behind the scenes to improve a website's visibility as well as make it more user-friendly. The term is intentionally vague because it is incredibly in-depth and constantly evolving. Technical SEO involves everything from site mapping to meta descriptions. In order to understand it a little bit better, it is often easier to imagine what a website might look like without this type of search engine optimization.
Slow Load Time
Quite a few studies have been carried out on load times and how they affect bounce rates. One of the most cited studies came from Amazon all the way back in 2006. With A/B testing, Amazon found that their sales were dropping by one percent for every 100 extra milliseconds of rendering time. Unfortunately, there are quite a few variables that affect load times. Technical SEO is one of the most effective ways to address those issues.
Improper Tags, Titles, and Descriptions
Even though the vast majority of visitors will never see most of the tags and descriptions that are given to various pages, this type of information is still quite important. That data is what allows individuals who are using search engines to find specific pages on your website. The algorithms used by the search engines can use some of the visible content on the page to help attract visitors, but it is not always enough. Creating improper titles or completely forgetting to use tags could make certain components of your website almost completely invisible to the outside world.
These are just a few of the issues that a business owner and their marketing team might have to deal with if they aren't devoted to technical SEO. All it takes is a few simple mistakes or oversights, and all of the hard work that has been invested into a website will go down the drain. Whether you have just now started the process of building a website or been pouring money into your online presence for years with little to show for it, now is the perfect time to take a fresh look at technical SEO.
Who Needs Technical SEO?
To put it simply, every commercial website needs some form of technical SEO in order to be visible and profitable. That is not to say that a large sum of money must continuously be invested into the behind-the-scenes work, but it is absolutely vital to have a strong foundation. Without the technical aspect of optimization, all of the hard work that is put into content production will mean very little. Finding the perfect balance between technical SEO and content production takes time and patience, but the end results are worth it.
Signs Your Website Needs an Audit
Before carrying out a comprehensive SEO campaign, almost every website should first be audited. This allows the marketing team to pinpoint exactly where changes need to be made. The most obvious sign that your website is ready for an overhaul is a sharp drop in visitors. Search engines are always looking for “fresh” content on a site, and that means it must be constantly updated. Many businesses will notice a drop in visitors simply because their pages have become stagnant.
You also want to look for any unusual changes to your bounce rates or conversion rates. If visitors tend to leave your website within moments or your conversions have plummeted, then you might be having issues with load times or improper tags. Finally, you will need to consider what kind of return you are getting on the website. Every penny that is invested into your online presence should continue to produce tangible and positive results.
Creating a Long-Term Strategy
There is no single trick or strategy to creating a world-class website. You must take a step back and look at every aspect of your marketing campaign including content production, technical SEO, paid advertising, and your social media presence. Once you have a clear picture, you can then begin making tweaks in order to create long-term results.