Why is Technical SEO so important for site health?
Correct technical website components form the basis for search engine optimization and any on- and off-page measures. Technical SEO is a crucial step in the overall SEO optimization. This greatly influences the visibility of the site in organic search. If no or wrong technical SEO is practiced, it can in the worst case happen that one is not listed in the search engine index and completely loses organic visibility.
That's why technical SEO is important! Today we show you the eight most important components of the technical SEO:
1. Duplicate Content
If the same text content is accessible via multiple URLs, this is called duplicate content.
Especially with online shops Duplicate Content is a common problem because product descriptions are identical on several pages. For the search engines Duplicate Content is not optimal, because they want to represent unique content in the search results. If websites have the same content multiple times, the page will be given a lower rating due to a lack of uniqueness and will prevent it from achieving better ranking positions.
With certain functionalities or CMS configurations, duplicate content can not be avoided. Here is the use of Canonical tags. This allows the search engine crawlers to be informed about the original source of the text and the contents are indexed once.
2. Page Speed
The user signals are among the most important Google ranking factors. One very important component to, for example, influence user retention and control of user signals is page load time. To get a positive user experience on the website or business, a short load time is essential.
Important: At the beginning of 2017, Google made it clear from a study that the loading time is directly related to the conversion rate. If the load time of a website is more than 3 seconds, 53% of the users jump off and visit another website.
To improve page load time, we recommend compressing content. Big pictures, many plugins and elaborate animations slow down the page load time. Google offers the PageSpeed Insights tool. Here, the website speed can be measured and you get valuable tips to optimize the page speed.
3. Crawl & Indexing
Every website has its own crawling and indexing budget. These define how often the search engine crawlers visit the website and how many pages are listed in the Google index. To optimize the crawling and the indexing, a concrete analysis of the URL structure is recommended. Based on the insights gained from such an analysis, SEO agencies can determine which content should be excluded for crawling and what content should be excluded for indexing. This is important to ensure that important pages are regularly crawled and placed in the Google index.
To simplify the search engine bots crawling and thus save crawling budget, you should create categorized and structured Sitemaps XML. These must always be up to date and error-free. Linking the sitemaps in the robots.txt and submitting the sitemaps through the Search Console can ensure that the pages are really crawled.
The robots.txt is a file for controlling the search engine crawlers. This file determines which content is accessible to the bots and which should be blocked. Since every website has its own crawling budget, it is very important to use it in a targeted way. Which pages or directories are locked in robots.txt varies from page to page. For example, in online shops, the parameters in the robots.txt are often excluded, which are formed by sorting and filtering functions.
6. 404 errors
404 errors are played on the website when the content of URLs no longer exist. The user is then led to the 404 page. 404 errors are caused by missing or incorrect redirects or incorrect links. To avoid wasting link power and providing a good user experience, the website must be regularly scanned for 404 errors and URLs redirected.
7. Broken links
Broken links are internal links that point to an unreachable page. The users are led via such a link directly to a 404 page (see point 6). This affects the user experience and leads to wastage of link power. For this reason, the website should be regularly checked for broken links.
8. URL parameters
URL parameters are often caused by filters and sorting functions on the website or user IDs. Because of identical content across multiple URLs, these parameters form duplicate content. These parameters should be locked in the Search Console so that the search engines focus on the important content.
Before specific keyword optimizations are addressed, the technical structure of the website must be correct. Because all other SEO steps are built on it. It is advisable to regularly check the technical components of the website with the help of a professional SEO agency to prevent loss of visibility and to correct errors immediately.
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