The Only Technical SEO Guide You Need in {2024}

(Almost) everyone has heard about search engine optimization (SEO) -- but despite the ubiquitous acronym and its significance in digital marketing, there is still a lot of confusion about what it really means -- and even more confusion on what "technical SEO" is.

As intimidating as it may seem, technical SEO agencies focus on the practice of optimizing the technical aspects of a website in order to improve its search engine rankings and overall performance. That all sounds complicated, but the good news is it's not rocket science.

In this article we're taking a deep-dive into the world of technical SEO, breaking down its key components and providing practical tips on how to incorporate it into your overall SEO strategy.

Keep reading and find out more.

What is technical SEO?

Technical SEO refers to optimizing a website and server so that search engine spiders can crawl and index a site more effectively. It lays the foundation for improved search visibility, ensuring that search engines can easily understand the website's structure and content. Here's a comprehensive breakdown of the essential components of technical SEO.

Crawling vs indexing in technical SEO 

Before we proceed with the deep-dive into the main elements of good technical SEO, we should first clarify the basic terms - crawling and indexing. Crawling is the process of a search engine sending out bots or spiders to crawl through web pages and gather information about them. On the other hand, indexing refers to storing and organizing this gathered information in a database for later retrieval.



(Source)

Importance of technical SEO

Technical SEO plays a crucial role in ensuring that your website is visible to search engines and can be easily indexed. Without proper technical optimization, your site may struggle to rank well in search engine results pages (SERPs), which means fewer organic traffic and potential customers. Technical SEO also indirectly impacts user experience, as it affects page load speed, mobile responsiveness, and overall website performance.

Website structure

A good website structure is one of the first and foremost important elements of good technical SEO. And it makes sense: a well-organized website structure helps both users and search engines find information easily.

Here are some of the basic elements to consider for a good website structure:

Site architecture

Site architecture involves creating a logical hierarchy for your content, using categories and subcategories. This organization not only helps users navigate the site more easily but also aids search engines in understanding the relationships between different pieces of content.

URL structure

A clean and descriptive URL structure aids search engines in understanding the content of the page. Well-structured URLs are more user-friendly, making it easier for visitors to remember and share the links.

Breadcrumbs

Breadcrumbs enhance navigation by showing users their location within a website. This feature allows users to easily backtrack to previous pages, improving their overall browsing experience and site usability.

XML sitemaps

XML sitemaps are lists of a website’s URLs that help search engines discover and index pages. By providing a clear map of your site, they ensure that all relevant content is included in search engine results.

Dynamic sitemaps

Dynamic sitemaps update automatically to reflect changes in the site’s structure or content. This means that as you add or modify pages, search engines are immediately informed, helping to keep your site indexed accurately.

Video and image sitemaps

These specialized sitemaps ensure that multimedia content is indexed appropriately. By specifically targeting images and videos, they enhance the chances of this content appearing in relevant search results, driving more traffic to your site.

Website speed performance

The speed and performance of a website are significant ranking factors for search engines. The main reason behind this is because most people want their websites to load as quickly as possible -- they don't want to wait around to get what they need, whether that's a product, information, or simply some contact details.

Here are some elements that help with website speed performance:

Page Speed

Faster page loads significantly enhance user experience, reducing bounce rates and encouraging visitors to stay longer on your site. Additionally, improved page speed can lead to higher search engine rankings, making it essential for driving organic traffic.

Image Optimization

Optimizing images by compressing them not only reduces page load times but also ensures that visual quality is maintained. This balance between speed and quality is crucial for keeping users engaged and satisfied with your site's performance.



Resource Minification

Minifying CSS, HTML, and JavaScript files helps decrease their size, leading to faster loading speeds. By removing unnecessary characters and whitespace, you create a more efficient codebase that enhances overall site performance.

Mobile Friendliness

With the increasing importance of mobile-first indexing, having a mobile-friendly site is no longer optional. Ensuring your website is optimized for mobile devices can greatly improve accessibility and user engagement across various platforms.

Responsive Design

A responsive design automatically adjusts the layout and content based on the user's screen size and orientation. This adaptability provides a seamless browsing experience, regardless of the device being used.

Mobile Usability

Optimizing the mobile interface for touchscreen interactions is vital for enhancing user experience on mobile devices. By ensuring intuitive navigation and easy access to content, you can keep users engaged and reduce frustration.

Crawlability and indexability

Improving crawlability and indexability increases the visibility of a website's pages in search results because it helps search engine crawlers get a better understanding of what your site is about. Some of the basic elements helping with this include:

Robots.txt

The robots.txt file is a critical component of website management, directing search engine crawlers on which pages to index and which ones to ignore. By properly configuring this file, website owners can enhance their site's visibility while protecting sensitive content from being indexed.

Crawling Directives

Crawling directives within the robots.txt file consist of specific rules that dictate the accessibility of different sections of a website to search engine crawlers. These directives help optimize a website's indexing by allowing or disallowing crawlers from navigating certain areas that may not be relevant for search results.

Canonical Tags

Canonical tags serve as a solution to the common problem of duplicate content by indicating the preferred version of a webpage to search engines. By using canonical tags, website owners can consolidate link equity and ensure that the right page is prioritized in search results.

Handling Parameter URLs

Managing URL parameters is essential for maintaining a consistent and clean indexing strategy across a website. By properly handling these parameters, webmasters can avoid potential indexing issues and ensure that search engines accurately interpret the content of their pages.

The quickest technical SEO audit possible

If you don't have a lot of time and resources on your hands, but still want to make sure your website's as optimized as it can be, here are some quick and essential elements to include in your technical SEO audit:

Javascript

Javascript is a versatile programming language primarily used for enhancing interactivity on websites. It allows developers to create dynamic content, control multimedia, and animate images, making web pages more engaging. Mastery of Javascript can significantly improve user experience and functionality -- and thus, has a major impact on your SEO efforts as well.

XML sitemaps

XML sitemaps are files that list a website's important pages, helping search engines crawl the site more effectively. They provide valuable information about the organization of a website, including when pages were last updated. Submitting an XML sitemap can enhance a site's visibility in search engine results.

Site architecture

Site architecture refers to the structural design of a website, including how its pages are organized and linked. A well-planned architecture improves navigation, making it easier for visitors to find information. It also helps search engines understand the site's hierarchy, which can boost SEO performance.

URL structure

URL structure is crucial for both user experience and SEO. Clean, descriptive URLs are easier for users to read and remember, while also providing search engines with relevant information about the page's content. Implementing a logical URL structure can improve a website’s search engine ranking.

Structured data

Structured data is a standardized format for providing information about a page and classifying its content. It helps search engines better understand the context of a webpage, potentially leading to enhanced search results like rich snippets. Utilizing structured data can improve visibility and click-through rates.

Thin content

Thin content refers to web pages that provide little value to users, often resulting in a poor user experience. Search engines may penalize sites with excessively thin content, negatively impacting SEO. It's essential to develop high-quality, informative content to engage visitors effectively.



(Source)

Duplicate content

Duplicate content consists of blocks of content that appear on multiple pages within a website or across different sites. This can confuse search engines, leading to lower rankings for affected pages. To mitigate issues, webmasters should consolidate duplicate content and use canonical tags to indicate the preferred version.

Hreflang

Hreflang is an HTML attribute used to specify language and regional targeting for webpages. It helps search engines serve the correct version of a page to users based on their language or location. Implementing hreflang tags can enhance international SEO efforts and improve user experience.

Canonical tags

Canonical tags are used to prevent duplicate content issues by indicating the preferred version of a webpage. They help search engines understand which URL to index and rank, ultimately consolidating link equity. Proper use of canonical tags can improve a site's SEO performance.

404 pages

404 pages occur when a user tries to access a page that no longer exists or has been moved. A custom 404 page can help guide users back to functional areas of the site and improve overall user experience. Properly managing 404 errors is essential for maintaining a site's credibility and SEO.

301 redirects

301 redirects are a permanent way to redirect users and search engines from one URL to another. They are useful for preserving SEO rankings when content is moved or changed. Implementing 301 redirects correctly ensures that visitors reach the intended pages without encountering errors.

(More) technical SEO low-hanging fruit

Although technical SEO should be a systematic, ongoing process, there are always low-hanging fruit that can be addressed for (relatively) quick improvements. Here are a few more technical SEO elements to consider:

Image optimization

Optimizing images on a website can improve page load times, user experience, and SEO performance. This includes reducing file sizes, using descriptive filenames, and adding alt tags to provide context for search engines.

Mobile-friendliness

Mobile-friendliness is critical for modern websites, as more and more users access the web from their smartphones and tablets. A responsive design ensures that a site's layout adjusts seamlessly to different screen sizes, providing an optimal viewing experience for all users.

Schema markup

Schema markup is code added to a webpage to help search engines better understand its content. It can also enhance a page's appearance in search results, with features like star ratings and pricing information. Using schema markup correctly can improve click-through rates and drive more targeted traffic.

Most people misunderstand schema markups because they think it has a direct influence on indexing, but the reality is that schema markup mostly helps with rich snippets -- the "extra" information that appears in search results. However, rich snippets can make a significant difference in the click-through rate for a page, making schema markup worth considering.

Get SSL certificates

SSL certificates provide secure, encrypted communication between a website and its visitors' browsers. They are essential for protecting sensitive information such as login credentials or credit card details.



(Source)

Remove broken links

Broken links can create a poor user experience and negatively impact your SEO. Regularly scan your website to identify and fix any broken links, ensuring all pathways lead to functioning pages.

Analyze if you have indexing issues

It's crucial to check if your website is being correctly indexed by search engines. Use tools like the following to identify any indexing issues, such as blocked pages or crawl errors, and troubleshoot them promptly.

Do some internal linking

Internal linking is essential for improving navigation and establishing a hierarchy within your site. By linking related content, you help distribute page authority and facilitate better crawling by search engines.

Make sure your URL structure is consistent

A consistent and logical URL structure is vital for both user experience and SEO. Use clean, descriptive URLs that reflect the content of each page, making navigation intuitive and enhancing your site's discoverability by search engines.

The best tools for technical SEO 

Although some of them have been mentioned throughout the article, it might be helpful for you to have a list of tools frequently used for technical search engine optimization. Here are some of the ones we and the Mayple SEO experts use:

Google Search Console

Google Search Console is a free web service offered by Google that helps webmasters manage and optimize their site's presence in Google search results. It provides tools and reports for monitoring a site’s traffic, fixing issues, and ensuring that the site is accessible to search engine crawlers.

Semrush

Semrush is a comprehensive digital marketing toolkit that enables users to improve their online visibility and discover marketing insights. It offers tools for SEO, pay-per-click (PPC) campaigns, social media, content marketing, and competitive research, helping businesses optimize their online presence effectively.

For technical SEO purposes, Semrush provides users with features such as site audits and backlink tracking, all of which help you build your SEO strategy and make necessary optimizations.



Ahrefs

Ahrefs is another popular SEO tool used by many professionals. Its main focus is on backlink analysis, keyword research, and competitor analysis. It also offers other features such as site audits, rank tracking, content explorer, and more.

For technical SEO, Ahrefs provides useful data regarding a website’s backlinks and reference domains, making it easier to identify potential issues that need to be addressed.

Screaming Frog

Screaming Frog is a website crawler that analyzes your website's URLs and provides in-depth insights into various technical aspects such as broken links, duplicate content, missing metadata, etc. It also comes with several customization options

GTmetrix



GTmetrix is a web performance analysis tool that evaluates your site's speed and provides recommendations for improvement. By identifying areas where your website can be optimized, it aids in enhancing user experience and contributes to better search engine rankings.

PageSpeed Insights (Google)

PageSpeed Insights (Google) is a tool that analyzes the performance of a webpage on both mobile and desktop devices, providing scores and detailed recommendations for improvement. By optimizing a site's speed based on these insights, it helps enhance user experience and improves search engine rankings, contributing to effective technical SEO.

Technical SEO, demystified

A lot of people are familiar with search engine optimization -- but many (still) believe technical SEO is a mystical and hard-to-understand concept. However, things are not quite like that.

From identifying indexing issues to optimizing site speed and implementing structured data, there are many aspects of technical SEO that require attention and continuous maintenance -- but there's nothing "mystical" about them. In fact, a bit of know-how, some time, and good tools can make it all easy.

And if you need help with your technical SEO, remember Mayple's vetted SEO agencies and SEO experts are here to help you out. Contact us and we'll match you with the best one for your specific needs!