Technical SEO and why is it so important for any website?

Your website should work well, be fast, clear and easy to use, first and foremost for your users and clients. A good user experience (UX) is something that can have a big impact on the overall performance of a website . Only then should we think about the search engines and the requirements they make.

A good position in search engines brings a lot of qualified traffic and visitors who have expressed interest in the business that the website is engaged in.

Technical SEO and its importance

Tehnički SEO odnosi se na optimizaciju sajta i servera koja pomaže da spider-i na pretraživačima indeksiraju i efikasnije indeksiraju stranice sajta i kako bi poboljšao organsko rangiranje. Pretraživači daju prednost u rezultatima pretrage sajtovima koji prikazuju određene tehničke karakteristike – na primer imaju sigurnu vezu, responzivni dizajn ili brzo vreme učitavanja. Tehnički SEO je posao koji treba da uradite već tokom izrade sajta kako biste obezbedili da vaš sajt ima ove karakteristike. Brži sajt, lakši za pretragu i razumljiv web pretraživačima su stubovi tehničke optimizacije. 

Stoga je ključno da budete sigurni da razumete šta je tehnički SEO i kako da mu pristupite na pravi način.

Speed in the first place

Websites need to load quickly. People are impatient and don’t want to wait for the site to open. Therefore, the speed of loading a website is one of the most important factors and tasks when it comes to technical SEO. Google knows that slow websites offer poor user experiences. That’s why they prefer websites that load faster. So, a slow website inevitably ends up lower in search results compared to a faster one with similar content, which certainly results in a lower number of visits and traffic to the site. People get frustrated and quickly move on to another site, and you lose a potential client.

What is safe is certain

A technically optimized website is one that is secure. The fact that today one of the basic requirements is to provide users with the security of data privacy. There are many things you can do to protect your (WordPress) website , and one of the most important things is to implement the HTTPS protocol. HTTPS ensures that no one can intercept the data sent between the user and the site.

Responsive web design

A website with a “responsive” design automatically adjusts so that it can be easily viewed and read on any device.

Google is clear about the fact that having a responsive website is considered a very significant ranking signal by its algorithm.

And with the introduction of Google’s mobile-first approach to content indexing, having a site like this is more important than ever. That’s why it makes sense to ensure that the site is displayed in the best format for mobile, tablet, or computer users.

Search engines like a clear situation

Search engines are constantly searching the site. Robots follow links on the site to discover content on the site. Internal links and their good structure will ensure that they understand what the most important content of the site is. There are many ways to use and manage robots. You can, for example, block them from searching for certain content if you don’t want them to go there. You can also allow them to search the page, but indicate that they do not display this page in search results or follow links on that page.

Robots.txt

Robots.txt is a text file located in the root directory of a site that instructs search engines which pages of the site can be indexed and added to the index. The format of this file is very simple and in most cases you do not need to make any changes to it.

A dead link isn’t a good link.

What can be even more annoying for visitors than a slow site is landing on a page that doesn’t exist at all. If the link leads to a non-existent page on your site, people will encounter a 404 error page. This is where your creativity in creating a good user experience comes into play.

Like humans, search engines don’t like to find pages like this with a 404 error. Rest assured, if such pages can be found by the poets of the site, they will be found by search engines, even if they are hidden. So take this issue seriously. To prevent unwanted dead links, you should always redirect the URL of the page when you delete or move it. Ideally, you would redirect it to a page that replaces the old page.

The problem of duplicate content

If you have the same content on multiple pages of your site, or even on different sites, search engines can get confused. If these sites display the same content, which one should be prioritized? It often happens that website owners are not aware of this problem. Fortunately, there is a technical solution to this problem. A canonical URL allows you to indicate which is the original page or the page you want to rank in search engines.

XML sitemap is a big plus.

XML sitemap is not a mandatory part of the site, but it is more than recommended that you devote time to editing this segment. It serves as a guideline for search engines on your website. With it, you will make sure that search engines do not miss any important content on your website. An XML sitemap is often categorized into posts, pages, tags, or other custom post types and includes the number of images and the last modified date for each page.

The more data the better

Structured data helps search engines better understand your website, content, or even your business. With structured data, you can tell search engines what kind of product you’re selling or what specifics your site contains. In addition, it will give you the opportunity to provide all possible details about the products or offer you have.

Since there is a fixed format (described in the Schema.org) in which you should provide this information, it can be easily found and understood by search engines. This kind of data makes your content suitable for creating rich results.