What Are the Benefits of Technical SEO?
1. Increased Loading Speed
Website loading times can be a massive deal-breaker for Google.
First off, page speed is a direct ranking factor
. That means slow websites will rank lower than sites with a fast loading speed.
of mobile visitors will abandon a webpage if it doesn’t load within the first three seconds. This leads to increased bounce rates and decreased dwell times, which are also some of Google’s ranking factors.
And third, search engine bots have a crawl budget. In short, the crawl budget represents the number of web pages search engine bots can crawl through within a specific timeframe.
Many factors influence the crawl budget, and your website’s loading speed is one of them.
In other words, the slower your website is, the more time search engine bots will spend crawling through each specific web page, and the fewer web pages they will index within that timeframe.
To put it differently, having a slow website is a quick way to upset both Google and your visitors.
However, technical SEO ensures that you take all the necessary measures to boost website performance.
2. Mobile Optimization
A crucial part of technical SEO is optimizing your website for mobile. Given that mobile devices generate 54.4%
of all web traffic, Google prioritizes mobile-friendly websites.
Moreover, Google plans
to set mobile-first indexing as the default for all websites. Consequently, engine bots will only consider mobile-friendly websites when ranking them in the SERPs while leaving desktop versions aside.
Consequently, optimizing your website for mobile devices is now a must rather than a recommendation.
You’ve got three options to do this: you can go for a responsive, adaptive, or mobile-first approach.
In terms of cost-effectiveness, the responsive approach might be a suitable option. That’s because responsive websites automatically change their layout based on the devices used to view them.
That said, it’s more of a one-size-fits-all solution, as there’s no need to build different website layouts dedicated to specific screen sizes.
However, note that although responsive websites offer a consistent user experience across all types of devices, the mobile experience is not 100% optimized.
On the other hand, the mobile-first approach ensures that your website is specifically designed for mobile devices, offering the best user experience.
But keep in mind that this design approach offers little room for creativity.
Lastly, you’ll create different layouts dedicated to specific screen sizes with adaptive design.
Although this method allows your website to offer the best user experience possible regardless of the user’s device, adaptive websites are harder to maintain.
3. Enhances Security
Website security is a vital ranking factor. More specifically, your website has to use the HTTPS protocol.
Otherwise, the “Not Secure” label will appear next to the URL. Consequently, the chances are that you may drive users away within a heartbeat. Not to mention that you’ll also drag down your website’s position in the SERPs.
To avoid this, you’ll need to get the SSL certificate to authenticate your website’s identity and ensure a safe connection between your site and visitors.
To put it differently, the SSL certificate will allow your website to switch to the HTTPS protocol. This encrypts the data transferred between websites and users, so any potential hacker won’t be able to modify or read it.
4. Improves Crawlability
Another significant benefit of technical SEO is improving your website’s crawlability. The easier it is for search engine bots to crawl through your site, the more pages they will index and rank.
In layman’s terms, a sitemap is a file that lists the URLs of every single webpage of your website. This allows crawlers to understand your website’s content and the relationship between web pages.
Remember that the sitemap should place the URLs in a hierarchical order. Think of it as the headers of an article. For instance, the H1 tags could be buttons on your home page that lead to the “Contact Us” and “About Us” page.
You can then expand each section and create different subsections. For example, the “About Us” section of the sitemap will lead to the “Our Team” and “Mission Statement” pages. These act as the H2 tags of your sitemap.
Another thing you could do to improve crawlability is to create a robots.txt
file. This file is placed at the root of the website and instructs search engine bots on how to crawl through your site.
This could come in handy if you want to block specific pages from indexing, like pages that offer no value to visitors or pages that share the same content.
Lastly, consider implementing breadcrumb navigation. On the one hand, this helps users navigate your website more easily.
On the other hand, breadcrumb navigation improves crawlability. That’s because it helps crawlers understand how your website is structured and creates internal links across multiple pages.
5. Identifies Potential Issues
Lastly, focusing on technical SEO can help you identify issues that you may not have been aware of otherwise.
These issues can take the form of duplicate content, a chaotic website structure, or a high number of broken links, which all impact your website’s ranking in the SERP.
That said, it’s best to conduct a website audit before you dive into any technical SEO practices. This way, you’ll be able to quickly fix any underlying website problems and maximize your SEO efforts.
After running the audit, make sure to create a checklist containing what issues your website has and how you can fix them to pass this information to your team.
All in all, technical SEO is a crucial part of the SEO spectrum that should never go overlooked.
Regardless of how valuable or optimized your content is and how many backlinks you generate, your website will likely not improve rankings if it’s not in tip-top shape from a technical point of view.
Moreover, technical SEO allows you to feed two birds with one seed. More specifically, you’ll manage to improve your website both for users and for search engine crawlers.
That said, start by conducting a website audit to identify any potential issues that may need to be addressed.
Secondly, emphasize page speed and mobile optimization, as these are some of the most critical factors influencing your website’s position in the SERPs.
Also, make sure that you’ve got the SSL certificate. And last, improve your website’s structure and create a robots.txt file so bots can crawl through your website more quickly and index more pages.