What Is Technical?
Technical: Relating to the structure of a site and its crawling and indexing.
Technical SEO is one of the four broad types of SEO along with content, on-page, and off-page SEO (covered under off-page factors). They aren’t mutually exclusive and there is some overlap between them.
There are many technical parameters which include the following:
Indexing is the process by which relevant information about a site’s data is stored in the search engine’s database subsequent to the crawl by the search bot. Technical improvements should be made to ensure that your primary search engine (Google or Bing) spiders or bots crawl and index the site often.
The canonical tag [<link rel=“canonical”>] is one of the most misunderstood technical parameters and is used to indicate that two pages have similar or the same content and that Google should only pay attention to one of them.
This web protocol is integral to ensuring website security and protecting it from hackers and malware. A secure sockets layer (SSL) certificate is required to ensure that sites with the certificate have HyperText Transfer Protocol Secure (HTTPS) in their uniform resource locator (URL) as opposed to just HTTP.
- Mobile Responsiveness
Websites need to be responsive and work properly on mobile, tablets, and other devices, which can be achieved through technical adjustments.
- Broken Links
Broken links are links that when clicked either don’t work or lead to a ‘Not Found’ aka 404 error page. These must be fixed through removal, redirection, or manually changing the link to the correct URL.
- Site Structure
Site structure is the way your website is set up, including all pages, media, content, etc. One good way to establish site structure is through a sitemap.
XML is short for eXtensible Markup Language. An XML Sitemap is a map of your site that helps search engines index pages by informing them about pages on the website that are ready to be crawled.
There is also more than one type of sitemap. These include:
- HTML sitemap: Allows site visitors to easily navigate a website
- Image sitemap: Increase chances that an image can be found in image search results
- Video sitemap: Makes sure search engines know about all the video content on a site
- Mobile sitemap: For feature phones, a mobile sitemap can be created.
- Internal Link Types
There’s also the nofollow tag [<rel=”nofollow”>] which can be added to a hyperlink to prevent SEO equity from being passed on to the linked page or site.
There are other technical components such as technology used, performance, X-robots, site and page schema, etc.
The robots.txt tag [/robots.txt] prevents search engines from indexing particular pages or the whole site. However this has recently been ignored by Google in favor of the X-Robots tag.
The code and tags added in the backend of pages also constitute technical SEO. There are tags for headings, bold, italics, color, font, text size, and image alt-attributes, though most editors don’t require these to be changed directly in the code. The changes made at the backend reflect how the site appears to users.
A strong technical foundation lays the groundwork for a good website. If the foundation is weak, the entire building will crumble, so perform technical audits frequently to weed out weaknesses.
Two other major technical parameters are authority and speed.
DigitalBull GO Tip: Understanding the technical elements of a website can help a business to manage hundreds of pages efficiently and deriving the best value from them to drive additional visitors to the local business website.
Technical Audit Parameters in DigitalBull GO
Here are the subfactors/parameters for Technical that are analyzed in the DigitalBull GO Local SEO Audit Tool:
Technical in DigitalBull GO
22nd October 2020 Upgrade – Technical is currently #13 on the Ranking Factors standings.
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