Creating a website needs a good foundation, from its design up to its functionalities. You have to consider content management, pricing (if you are into e-commerce), compatibility, integration of social media, and search engine optimization (SEO) features. SEO has different types, with each one taking care of the specific set of SEO requirements. You have on-page SEO, off-page SEO, technical SEO, and local SEO.
Understanding technical SEO
Technical SEO comprises the SEO manager’s actions to help search engine bots explore (crawl) your website. This type of SEO evolves continuously because the search engine algorithms are becoming more complex, which often changes their requirements. Its efficiency ensures that Google and other search engines can crawl your website without any problem. Its components include page titles, metadata, title tags, XML sitemaps, HTTP header responses, and 301 redirects. It ensures that your web pages are easy to crawl and index directly impacting your search engine ranking.
Reasons why issues with technical SEO affect your website’s performance
When the technical framework of your SEO is not correctly in place, everything you do for your on-page SEO will not manifest the effect your need. It can lead to a lowering of your rankings.
Here are some common issues with technical SEO.
This is a common issue because most websites have multiple pages, and often, similar content appears on other pages. When this happens, the search engines find it difficult to specify which page to rank.
Issues with title tags
Problems with title tags include missing title tags, duplicate tags, and title tags that are too long or too short. Title tags or page titles aid the search engine and web users in ascertaining what each web page is all about. Therefore, having the correct page title helps in optimizing your site. The title tag must only be 50 to 60 characters long, including spaces, and should include the target keyword. Avoid issues by ensuring that there is no duplicate page title on your website.
Missing meta descriptions
A meta description is a short excerpt that describes the page. Search engines display the meta description when a web user types the search phrase. This is the reason why you have to optimize the meta description. Without it, your SEO will suffer. Compelling meta descriptions contain a maximum of 150 characters.
Broken internal links
If there are too many broken internal links, your technical SEO will have problems. When there are broken internal links, the web user will see a 404 error message. When there are several of these, the site will encounter higher bounce rates, and traffic to the site will go down. Internal links are essential because these lead to other pages on your site.
Broken external links
While broken internal links are easier to fix with a specific tool, it is harder to fix broken external links because these are links from other websites that link back to your site. Therefore, they are of no use to you when they’re broken. However, you can contact the website, and either request them to fix it or remove it, so it does not affect your SEO.
Issues with H1 tags
Many sites do not have H1 (header tag), which helps in the usability and accessibility of your page. This is the one visible to users who are viewing your web page. It should be unique to each page and should be used only once.
Word count is too low
Marketing text is often brief and straightforward, but that is not the case with SEO. Search engines, especially Google, like to see pages with longer content, which the engine indexes higher. Therefore, to ensure that your technical SEO does not suffer, aim to have longer articles, usually with 1,500 to 4,000 words, which will be very favorable to your SEO efforts.
It is not easy to spot technical SEO issues if you are not trained to do it. Therefore, ensure that you hire a person with proven technical SEO expertise to ensure the accessibility and visibility of your web pages.