92.96% of the global traffic is generated through Google search, images, and maps. So how does your website rank, and can technical SEO boost your performance?
When it comes to digital marketing, one of the highest objectives is ensuring your content or messaging gets in front of the right eyes. This is especially true in the B2B marketing world, where a large number of competitors are all fighting for the same target audience’s attention.
So how can your B2B brand increase its visibility and engagement with its ideal leads?
Technical Search Engine Optimization (SEO).
If the thought of technical SEO makes your head spin, there’s no need to worry. You don’t need to be an expert in search engine optimization tactics or analysis to understand their importance for your brand.
In this article, we have compiled a few examples of concepts and their effects to help show just how critical technical SEO is for reaching your target audience and converting your ideal leads. Thus gaining a deeper understanding of the importance of investing in targeted strategies and how it can be a game-changer for your brand.
What is Technical SEO and Why it Matters
Technical Search Engine Optimization falls under the larger umbrella concept of SEO, which stands for Search Engine Optimization. In general, SEO involves improving the visibility of your website in search engine rankings through various tactics and strategies—some of which are considered “technical.” The more visible a website is within a search engine, the more organic traffic that website can receive.
Semrush defines technical SEO as[I]:
“the tactics involved in creating and optimizing a website so that search engines can readily crawl, index, and render it. Technical SEO is just one piece of the whole SEO puzzle.”
Essentially, search engines like Google analyze your website’s content by crawling through it, storing that content in its index, and then showing it in its search results when someone does a relevant search. [ii]
4 technical SEO mistakes that can lower your rankings:
Following and implementing technical SEO strategies makes it easier for search engines to accomplish this “crawling/indexing/rendering,” which can increase your website’s chances of ranking.
Conversely, search engines like Google can penalize websites that ignore these concepts. Below, we have included a few examples of these issues to highlight how technical search engine optimization can impact your website’s performance.
Mistake #1: Broken Links
Have you ever clicked on a link on a website only to be redirected to an error page?
That’s an example of a technical SEO issue.
Broken links can happen for many different reasons, but the main point here is that having too many broken links on your website makes it difficult for Google to index your content. [iii]
If Google can’t index the content, Google will have a hard time displaying that content in its search results. Therefore, your page will rank lower and will be positioned after websites with fewer or no broken links.
Mistake #2: Orphaned Pages
Like broken links, orphaned pages are also a technical issue that can negatively impact SEO.
Orphaned pages are standalone web pages with no connecting links to or from any other pages on your website. Yoast explains it this way [iv]:
“Orphaned content is content that doesn’t get any links from other posts or pages on the same website. As a result of that, this content is hard to find for both Google and site visitors…Therefore, Google will consider this type of content less important than other content that does have lots of links to it.”
Creating and submitting a sitemap (another technical SEO best practice) can help avoid orphaned pages on your website. Sitemaps can help Google crawl your web pages more effectively, but they can also help you map out your website so that you have a solid understanding of its hierarchical structure and how its pages connect. [v]
Mistake #3: Slow Speed
Finally, one of the most straightforward technical SEO factors is speed. How fast your website loads can significantly impact its overall performance.
For years, speed has been one of Google’s ranking factors. [vi] The longer it takes your webpage to load, the more disinterested your visitors become. This fact is evident in studies showing bounce rates increase as page load times go up. [vi] Figuring out how long it takes your website to load (and if too long, why) is one of the first things you should do when conducting an audit.
Mistake #4: Bad User Experience
Speed, orphaned pages, and broken links are just a few examples of the many factors that could impact your website’s performance and ranking. However, what is especially important to note is the common denominator between each of them: user experience.
Search engines such as Google don’t want to present users with websites full of links that go nowhere or webpages that take too long to load—and they especially can’t send users to webpages that aren’t indexed because they are orphaned. So while there are plenty of SEO issues to audit and strategies to remedy them, each boils down to ensuring that you provide your audience with a positive user experience.
The right technical SEO partner
After reviewing all the characteristics that can impact your ranking, it is easy to understand the importance of technical SEO. However, formulating a strategy, implementing audits, and solving problems, requires knowledge and experience.
Here at ArchKATect, our team of expert developers is ready to partner with you to implement the best strategy for your brand. We use leading tools and best practices to help your website perform at its highest ability. Explore our smart technical SEO plans.
Need help? Contact us today so that we can start developing the right technical SEO plan for your brand.
REFERENCES AND RESOURCES
Semrush Blog. (n.d.). What Is Technical SEO? Your Guide to Getting Started. [online] Available at: https://www.semrush.com [Accessed 13 Jul. 2022].
support.google.com. (n.d.). Indexing – Search Console Help. [online] Available at: https://support.google.com/webmasters/answer/7645831?hl=en.
Oetting, J. (2019). The Ultimate Guide to SEO in 2019. [online] Hubspot.com. Available at: https://blog.hubspot.com/marketing/seo.
Rakt, M. van de (2021). What is orphaned content? [online] Yoast. Available at: https://yoast.com/orphaned-content/ [Accessed 13 Jul. 2022].
Perricone, C. (n.d.). The Ultimate Guide to Technical SEO. [online] blog.hubspot.com. Available at: https://blog.hubspot.com/.
Section. (2017). How Page Load Time Affects Bounce Rate and Page Views. [online] Available at: https://www.section.io/blog/page-load-time-bounce-rate/.