SEO refers to the optimization of the website from a technical point of view. Unlike external SEO or internal SEO, most of the work we do in technical SEO is related to search engine, website technical issues, bots, programming codes, and so on.
The main purpose of implementing technical SEO on the website is to prepare a site that can be easily understood and reviewed in the first stage for search engine robots, and in the second stage, a site that has a correct structure and the user enjoys being there and working with different sections.
Why technical SEO?
Honestly, I think technical SEO is less important in the minds of the audience than it was several years ago. Why? Because today content management systems like WordPress automatically implement half (or maybe more) of technical SEO on the site. This makes webmasters think that this is not really important.
Technical SEO is one of the first steps that every SEO employee must take to optimize their website. To help you better understand this, let me give you an example from my experience of 2 years ago:
Last year, a friend of mine decided to enter the world of online business. After launching the site and taking the initial steps, he started producing content with the help of an author and uploading interesting and good content on his website. About 3 months after this issue, he called me one day and asked me to check their website and find out why it is not seen in Google results.
Honestly, there was no need for much research! After a 5-minute look, I said that your website has been hidden from search engine bots for all these few months! In fact, all this time, Google did not see this website and did not rank any of the content it wrote.
This was due to the existence of a one-line code snippet among the site code; Basically, this piece of code, which is part of this technical SEO. This short story shows well how much this type of SEO can affect the success or even failure of our website.
Technical SEO training
So, let’s go to the main part of the article and see how we should learn this SEO technique? How many sections does it consist of and how can we implement it on our website? I will do my best to explain everything to you in the simplest possible way in the continuation of the article 🙂 Well, let’s go to the first invoice.
1. Site speed
You may also be interested to know that when Google is going to get a page from your website to the first results, as an important factor, it examines its speed compared to the speed of competitors’ pages. This means that your website may slow down; Make sure that your attractive and useful content is not in front of the eyes of users and, as we say, “does not turn into money!”
But why speed? Well, to be honest, Google pays a lot of attention to users, and in the future, users do not like waiting for mobile or computer pages to open your site page. I remember in the past we Iranians were even willing to look at the white screen of a computer in an Internet cafe for a few minutes to read a 300-word article on a site like Tarfendestan; But today it even bothers us for 10 seconds.
If I want to talk a little bit about statistics and numbers; The opening time of each page of your website should be between 2 and 7 seconds. So, as a first step of technical SEO you should start optimizing the speed of your website. So how? with the help of online web-based tutorials or a professional programmer.
2. Optimized structure for robots
Optimal structure for technical SEO robots
Google and other search engines use a series of bots to find your web pages, known as crawlers, spiders, and so on. The important point is that these crawlers do not have much ability to browse web pages. This means that it is not like writing an article today, leaving it to God and waiting for the crawlers to find your page.
200 important site ranking factors in Google (2020 update) Be sure to read:
200 important site ranking factors in Google (2020 update)
Basically, you have to help the bots to see the site and its pages. So how? One of the best solutions is to create a trackable structure on the site.
Crawlers basically use links to find new pages. This means that if I link to the SEO training page in the Novin academy here, in addition to introducing that page to the user’s, I have also created a way for bots to access and index that page. (Index means to save the page in the Google database and display it in the results).
According to this example, your website should have internal links as standard. To summarize, there should be an internal link for all pages of your website; Otherwise, Crawlers may crawl the site incompletely.
3. robots.txt file
As far as I know, robots are creatures of incomprehensible language and it is not easy to make them understand, dear robot, do not index this page!
But some programming languages can be spoken with them. The robots.txt text file that is uploaded to your web host contains a series of programming commands that communicate with search engine bots. but why?
Basically, this file helps you to have a little control over the behavior of crawlers on your website. For example, you can use the robots file to ask them not to index pages like your payment page and … on your site.
Do you remember the example I gave about my friend? The problem was that by default, WordPress sites put a line of code inside the robots file so that the bots could not check the incomplete site, and it is the job of the site designer to remove this code after the project is complete. Of course, removing or placing it is not a difficult task; Just go to the WordPress settings section, go to the read option and uncheck the option you see below:
But in the case of the robot.txt file itself, by default WordPress creates this file for your website.
4. 404 pages and broken links
404 error in technical SEO If I have a chronic self-conflict right now and decide to delete the technical SEO training article you are reading; When you try to log in again, you will see a 404 page. In essence, 404 pages are paging whose content has been completely deleted.
What is the solution? The solution is to use a 301 redirect. With this redirect you can redirect bots and users who enter these deleted pages to related pages (often the main page of the site).
5. Avoid duplicate content
The canonical tag the problem with duplicate content is often the problem that online stores face. For example, a store that has 5 LG k8 mobile phones in its products and the only difference is in their color. Basically, all these 5 pages have the same content and product description and the same details.
Google does not keep quiet about duplicate content on your website and prefers to reduce your SEO value.
But what is the solution to this problem? How can a store have similar products on its website?
What is content production? Be sure to read a simple explanation for everyone: What is content production? A simple explanation for everyone
The solution that Google has determined for this problem is to use the canonical tag. With this tag you can tell Google which of the duplicate pages on your site is the original version and which should not be indexed in the results.
6. Site security!
Google is extremely sensitive to the security of web-based websites. This means that it is enough for the robots of this search engine to detect that a hacker chicken has infiltrated your site to tarnish your reputation! Basically, if your website is hacked and Google finds out, you should expect a reduction in rankings shortly.
Because in this case, in addition to automatically reducing the rankings, Google also tells web-level users about hacking of your website in its results, so that they do not enter your site and a negative branding is formed for you. Therefore, I suggest that you take action to increase the security of your site, immediately.
SSL is what makes a new website appear with https instead of http. That is, the whole theorem is the last s of the address. SSL is a security protocol that protects the transfer of information between your site and your users. For several years, Google has been very sensitive to the presence of SSL on sites. This means that if you do not use this secure protocol, Google will prevent users from entering your site. If you want to activate it; You need to send a message to your hosting support to guide you.
7. Site Map
Site map of site, like robots.txt file, is a text file in xml format; But their function is different. Sitemap is basically a file that contains a link to all the pages of your website; From the pages of articles to tabs and …. but why?
Because search engine crawlers will always check your site’s site automatically. They can more easily find and review the pages by examining the links within this page. So, by making a sitemap, you make the process of crawling bots on your site easier.
8. Use BreadCrumbs
Breadcrumb A menu contains links to previous pages. This menu helps the user to find out where your website is located!
breadcrumbs in technical SEO
In fact, breadcrumb is a sitemap for users that Google highly recommends using it.
If your site is a WordPress website and you are using a template that does not have breadcrumb, you can create it with the help of Yoast SEO plugin.
Normally, Google uses a set of algorithms and predefined factors to determine how good your website content is. For example, by examining the density of the keyword, the presence of related words, images, etc. in the content text, it understands how much your page deserves to be in the first results; But it generally does not have the ability to recognize the content of the page itself.
Structured data is the code that you add to your website template to introduce every part of the site content to search engines. These codes are written based on contracts that are understood by the major search engines.
Adding these codes will help search engines better understand different parts of your site.
Using structured data is important because Google uses it in Serp.
10. Structure the URL of the pages
Impact of URL on SEO
Another technical SEO factor is the subject of URLs. In fact, Google cares about the beauty and brevity of your site pages. Of course, not so much, but however, this is an issue that you can consider for optimizing your site more than before. To create the URL of the pages, pay attention to the following:
Do not use meaningless letters in the URL
Use a Persian or English keyword in the URL
Preferably your page URL should be short
11. Responsive and mobile friendly template
The responsive site template is basically a template that responds to the user’s screen size. For example, when you visit a new site with a computer, you see the site differently than when you log in with a mobile phone or tablet. This is because of the responsiveness of the site, which shrinks to the size of your screen so that you can see all of its components in the best possible way.
AMP, Google’s new project to display the site on mobile
Due to the increase in number of mobile users, Google has paid special attention to the responsive version of sites and the speed of display to the user. Although most sites now have a good display on mobile, but speed of displaying information to the user is very low. To solve this problem, Google has introduced Accelerated Mobile Pages or AMP.
Sites that use AMP correctly, will display differently in search results when using mobile. Next to the names of these sites, the AMP symbol is displayed and by clicking on it, the information is displayed in a fraction of a second.
AMP (⚡) is an open source library for web page design that pays special attention to performance, speed, and optimization. This project was launched by Google and is expanding rapidly.