4 Technical SEO Tasks That Are Critical to Organic Success

“Increasing revenue and awareness from search depends on the health of your website – today’s success in organic search is about much more than just keywords and content,” Shachar Radin Shomrat, CMO at Deepcrawl, said in her presentation at the MarTech Conference. “It requires technically sound websites in today’s marketing landscape.”

“Over a longer period of time, the technical aspects of your website play a huge role in how well your content performs,” ​​she added.

If SEO doesn’t take time to improve critical technical aspects of your site that affect page speed, indexing, etc., it could mean a loss of traffic and revenue.

Here are four main technical tasks that SEOs should take care of to help increase organic visibility.

1. Optimizing the structure of the site

“Architecture is your foundational phase,” Shumrat said. “If the overall structure of a website is not optimized for search performance, no single page on that site is set up to have the best chance of being crawled, appearing with search results and ultimately converting into a revenue-generating asset.”

No two sites are the same, but most search professionals agree that site architecture should generally have a logical flow with a hierarchy of pages. This helps users and crawlers understand your site.

2. Make sure pages are crawlable

Your pages must be accessible to search engines and users via valid status codes. SEOs must make sure that the pages they want to include in the index have 200 HTTP status codes.

Marketers should also make sure that their robots.txt files don’t block the pages they want indexed. A misplaced disallow directive may prevent crawlers from displaying your pages at all.

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3. Check which pages allow indexing

Just because your pages are crawlable doesn’t mean they are indexable. Marketers need to ensure that the bots tags of their pages allow indexing.

“If a page is not indexed by search engines, it will not appear to users in search results at all,” Schumrat said.

4. Improve the page experience

People are less likely to convert on sites that offer poor experiences, such as pages with slow loading. Google and other search engines encourage site owners to improve their technical structures to prevent this from happening, allowing their content to shine in search results.

If you do not repair a file [technical] Basically, your content and keyword investments will not get the return you expect,” Schumrat said.

The necessity of technical search engine optimization

Paying attention to the technical quality of your site is vital to successful SEO. However, getting company team members and executives on board can be a challenging task.

“Creating a strong technical foundation for your website to rank well on Google and to provide an excellent experience for your users has a lot of moving parts,” Schumrat said.

“It goes beyond most marketing teams,” she added.

It encourages marketers to demonstrate the value of search engine optimization (SEO) technology to their teams by setting clear goals and demonstrating how their efforts meet those goals. It also recommends providing colleagues and executives with studies and other educational resources to demonstrate the full impact of technically sound sites for organic research.

Get the support you need from leadership by promoting organic KPIs and website-specific KPIs like OKRs at the business level [objectives and key results]She said. “There is great data on the impact that website health and technical SEO as a relatively low-cost customer acquisition channel can have.”

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About the author

Corey Patterson is an editor at MarTech and Search Engine Land. With a background in SEO, content marketing and journalism, he covers the SEO and PPC industry news to help marketers improve their campaigns.

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