Technology is the first of the “three pillars of SEO”. While content and backlinks are crucial for SEO success, Technical SEO focuses on the underlying infrastructure and technical aspects that affect a website’s performance. Building a website is similar to building a house: without a good foundation, you can’t build a firm construction. Therefore, it is important that the technical foundation of a website is in order. If the foundation is flawed, the content on the site will not perform as well as it might otherwise, and the link value built up for the domain will remain partially ‘stuck’.
Why is Technical SEO important?
Technical SEO plays a critical role in how search engines such as Google evaluate and rank your website. Without a strong, healthy technical foundation, it is often of no use to attempt to boost your website through content optimization or link building. Here are a few more reasons why Technical SEO matters:
Improved Crawling and Indexing
Search engine bots crawl websites to gather information and add webpages to their index. Technical SEO helps optimize a website’s structure, meta tags, internal linking, and XML sitemaps to ensure efficient crawling and indexing. By making it easier for search engines to navigate and understand your website, you increase the chances of your pages being indexed and displayed in relevant search results.
Enhanced User Experience
Amongst other things, Technical SEO focuses on optimizing website speed, mobile-friendliness, and user-friendly navigation. A fast-loading website that is compatible with different devices and provides a seamless user experience not only pleases visitors but also improves search engine rankings. When users have a positive experience on your website, they are more likely to engage with your content, stay longer, and potentially convert into customers.
Better Visibility in Search Results
Search engines prioritize websites that are secure and have a solid technical foundation. When your website meets its Technical SEO quality criteria, it can rank higher in the search engine results pages, and gain more organic traffic.
Fixing Issues and Avoiding Penalties
A Technical SEO Audit will help identify and resolve issues that may hinder a website’s performance. These issues can include broken links, duplicate content, improper redirects, and more. By addressing and fixing these issues, you not only improve the user experience, but also avoid penalties from search engines that may negatively impact your rankings and visibility.