Tag Archive for: on page seo

testing different desktop landing pages

How Does Site Health Impact SEO?

testing different desktop landing pages

If you’re not familiar with some of the more advanced aspects of SEO, you may not have heard of site health before. However, if you’re trying to get more traffic from Google and other search engines, improving your site health can play a role in getting your site to outrank your competitors.

What is Site Health?

Site health is a metric that SEO tools, like SEMRush and ahrefs, provide to measure your site’s structure, speed, security and technical SEO.

SEO tools provide this metric to give you an idea of how your site compares to other websites from a technical SEO standpoint. If your site is full of broken links, slow-loading pages, and other technical issues, your site will be given a lower site health score than a similar website without those issues.

Site health itself is not a metric that Google looks at to determine whether or not your site ranks, but having an error-filled site could certainly impact your ability to rank for your target keywords. If you want to increase your site’s organic traffic and improve your keyword rankings, improving your technical SEO is a good place to start. Site health is a valuable metric because it allows you to easily monitor the progress you have made over time with your technical SEO changes.

Which Factors Play a Role in Your Site’s Health?

  • Site Architecture and Crawlability: It’s important to make it easy for search engines to crawl and understand the content on your site.
  • On-Page/Content Structure: Along with making sure that search engines can understand the structure of your site, it’s also important to make sure that the content on individual pages is easy to understand. This means making sure each page only has a H1 header, meta description, and title tag.
  • Core Web Vitals: One of the best ways to improve your site health is to look at Google’s Core Web Vitals. Your site should load quickly and when loading it’s best if the content does not shift around due to slower loading elements on your page.
  • HTTPS Security: If your site isn’t using HTTPS (as opposed to HTTP), now is the time to set that up. People visiting your site could be getting a warning message if you don’t have HTTPS setup with a current SSL certificate.

SEMRush and Ahrefs Both Use Three Categories of Site Health Issues

The two leading SEO tools, SEMRush and Ahrefs both assign issues to one of three categories based on the severity of the issue:

  • Errors: Errors are issues of the highest severity detected on your website during the last audit.
  • Warnings: Warnings are issues of medium severity detected on your website during the last audit.
  • Notices: Notices are not considered severe issues, but we recommend that you fix them.

If you’re working on improving the technical SEO on a website, these dashboards are easy ways to see if the changes you’re making are accomplishing their goal.

SEMRush Site Health Dashboard

SEMRush Site Health Dashboard

Ahrefs Site Health Score Report

Ahrefs Site Health Score Report

What is a Good Site Health Score?

At Tuff, we aim to maintain a site health score of 90% or greater for our website and for our partners. This ensures that we don’t have technical issues preventing us from ranking on Google when we start publishing new content on the site.

According to SEMRush, the top 10% of websites have an average site health of 92%. If you want to be sure your site is healthy from a technical SEO perspective, 90% a good goal to shoot for.

Why You Should Monitor Your Site Health Score

If you are consistently publishing content and adding new pages on your site, it’s important to monitor your site health to keep an eye out for any technical issues with the new posts and pages that you’re publishing.

Site health can be useful for identifying issues that you wouldn’t notice when visiting your site, but that could have an impact on your search rankings. New content on your site could be uploaded without proper meta tags or without an SEO-friendly title tag, and this makes it more difficult for Google to understand what your page is about.

What is Site Health’s Impact on Your Site’s SEO?

Improving your site health can actually provide a sizable lift in traffic and search engine visibility for your site. The search console data below is for one of our partner’s websites that increased its site health from 72% to 95%. 

This site saw a 13% increase in organic clicks and a 27% increase in organic impressions following the site health improvements we made. We’ve seen similar results from other sites that we’ve worked with after improving site health.

Google Search Console Results

Fixing technical SEO errors and improving your site health can actually make a noticeable difference in your search rankings and typically these fixes can be made with just a few hours of backend work on your website.

Poor Site Health Could Be Preventing Your Site from Ranking

If you’re frustrated that your SEO efforts aren’t providing the traffic you were hoping for, we strongly recommend improving your site health as that could be something holding your site back from ranking and getting traffic.

Fixing technical SEO issues can require some knowledge of web content management systems (CMS) and some basic HTML skills. If you work with a web developer these fixes should be simple for them to make. If not, a technical SEO agency can help you make these changes to give your site the best possible chance of ranking for your target keywords.

The Difference Between On-Page, Off-Page, and Technical SEO

If you want to really increase your site’s traffic and make that traffic stick, then you’re looking at Search Engine Optimization (SEO). Why? Because prioritizing SEO increases the chances of customers finding your website whenever they research for keywords related to your products or services. According to databox, 70% of marketers find SEO more effective at driving sales. And if that wasn’t enough, compared to other tactics like Pay Per Click (PPC), SEO is cheaper.

So how come every growing business isn’t investing in SEO? Well, like so many twenty-something relationship statuses—it’s complicated. 

At Tuff, we analyze our clients’ websites from home page to blog and from site speed tags to 404 redirects to discover what SEO tactics will positively impact their growth. But did only some of that make sense? Well, probably because we threw some technical SEO jargon in there. That’s right! There are different types of SEO, and they all help optimize a site for search, but they do it differently.

So, to help clear up any confusion, we’ll walk you through the difference between on-page, off-page, and technical SEO and how each helps your growth marketing strategies. 

What is on-page SEO?

On-page or on-site SEO involves optimizing specific elements of your website’s pages, such as content and HTML source codes. On-page optimizations help search engines, like Google and Bing (if you’re into that, we do not judge), interpret page content to understand what it’s about. When the search engines understand the purpose of your page, they can turn around and help visitors searching for the goods or services you sell to find you. 

But for on-page SEO to be effective, it’s now what you tell search engines but how you tell them. And of those ways is through HTML tags. So to understand how on-page SEO works, you need to know a bit about HTML—the basic coding language that websites use.

The source code of most web pages filled with tags that look like this:

<title> What is HTML?</title>

So, if I had that bit of code on the Tuff site, you would see “What is HTML?” in the title bar of your browser. If you were to find this page on a search engine (hopefully in the first position), “What is HTML?” would be the name of the link you’d click.

Search engines use these tags to understand what a web page is about. One method of increasing on-page SEO is to optimize these tags (like using keywords—more on that in a sec) to make the search engines display your page for relevant search queries. If you do it correctly and don’t abuse it by stuffing keywords, you should see some positive organic results. However, nothing in SEO is that easy. 

Targeted keywords

In the good ol’days of SEO, you could have articles filled with search terms for your industry. So if you were a dog food company, most of your pages would be jam-packed with search terms like “best dog food,” “top-rated dog food,” “number one dog food,” etc. This was great for search engines but terrible for people that had to read sentences like “Have you asked yourself, ‘Is there dog food near me?” Now, spamming keywords into your content will not get you rewarded by Google but penalized because you aren’t providing users valuable information but devaluing your site’s expertise, authority, and trust (E.A.T.). 

On-page SEO is about utilizing these targeted keywords to help your site rank higher. But it’s not just going into SEMRush picking the top-ranking keywords. There is a technique to it. First, you want to perform a SEO competitive analysis where you determine the top keywords for your industry and how your competitors rank for these as well. Plus, you want to look for relevant keywords but have low competition. This will help your site build out its expertise and authority, which should have Google start ranking your content higher in the SERPs if your content is deemed valuable to the end-user. So tl;dr:

  • Identify your competitors and compare your keywords
  • Determine how the customers you want search for your goods or services.
  • Research successful pieces of content in your space and determine how they utilized keyword phrases
  • Use online SEO tools like SEMRush to look for keyword opportunities

So that’s it for on-page SEO, right? Well, actually, there’s more!

Title optimization

If you recall, way up there, we mentioned how essential tags were, especially title tags? Well, there is a bit more to it. Every piece of content you produce should have a compelling title that informs what the article should be about and contain the primary keyword you want to rank for. Search engines and users don’t have a lot of time, so if you can tell them what they can expect from the web page in the most concise way possible, you’ll be rewarded.

Title and header tags are also a great way to add your primary and secondary keywords. So if you were writing a piece on say, different types of SEO, your structure would look like this:

H1: The Difference Between On-Page, Off-Page, and Technical SEO

H2: What is On-Page SEO?

H2: What is Off-Page SEO?

H2: What is Technical SEO?

Well, you get the point. Search engines can crawl the page title and headings to help them determine what the content is about, and for a user, it is an excellent way for them to skim the content and get to the answer they want. All that engagement will go a long way into boosting your visitor site time and click-through rate, which will, in turn, increase your organic growth. 

Optimized Content

You want to make sure you use those keywords in your content you worked so hard to discover and ensure that your content talks about the subject you’re telling search engines what the content is about. It’s not enough to just sprinkle keywords throughout the content. On-page SEO will add depth and breadth on a subject for both search engines and your visitors. Plus, you want to use those keywords as naturally as possible. 

Remember our “dog food near me” example? Yeah, that type of content will be penalized because you’re not telling the search engines or your visitors how to find dog food closest to the user’s location. However, search engines, like Google, are getting better at determining user intent, which means content that answers a user’s question with a wealth of information will be rewarded by ranking higher in the SERPs. 

SEO-friendly URL

This one often gets overlooked, but the title should be a simplified summary of what your page is about. It may be tempting to just go with an auto-generated URL, like the ones Shopify and WordPress suggest based on your content, but take a minute to think about it. If you can remove any filler words and ensure that your title contains your primary keywords, you’ll have a greater opportunity to rank higher in the SERPs. So in short, make sure you:

  • Exclude words that don’t add significance to the URL 
  • Add relevant keywords
  • Make it easily readable
  • Use hyphens and underscores
  • Needs to contain your single domain and subdomain
  • Match URLs with your content’s titles as closely as possible

In the end, your URL will look something like this:

https://tuffgrowth.com/seo-competitive-analysis/

Optimized Meta Elements

Unfortunately, it just doesn’t end with a good title tag. In fact, the meta elements can have a more significant impact on your organic growth than the URL. So, again, don’t just go with the auto-generated meta elements from a CMS platform. As Google likes to tell us, you know your content best. So you take a moment to craft a meta title and meta description that stands out from your competitors and utilizes those valuable keywords. 

Google typically displays the first 50-60 characters of your title and 155 characters of your meta description. This includes spaces, so you don’t have a lot of room to work with. Let’s drag out our dog food example again. For a page on our made-up Pawsome Dog Food company, we want to tell both the search engines and the reader what it’s about while also encouraging them to click. So it should look something like this:

example of an updated meta description

Optimizing Images

Are images important for on-page SEO? They sure seem to be. According to an article in HubSpot, articles with images get 94% more total views than articles without images. But just like the keywords, the images have to be relevant to the content, and you have to do some on-page optimization to make the images work a little harder for you. This means titling the images using your keywords if possible and adding Alt-text that uses your keywords so the search engines can better categorize the content. 

That was a lot, and there are tons of tweaks and on-page SEO strategies you can implement to make your growth strategy successful.  But now we need to discuss off-page and technical SEO, and how they can also be an important part of your company’s organic growth. 

What is off-page SEO?

So you know what on-page SEO is, but what about everything that happens outside your site? Enter off-page SEO. Typically, Off-page SEO also includes anything that refers back to your site, such as social media, podcast, leaving comments on a guest blog, or anything that happens off your site that influences your site’s authority. Off-page SEO tactics generally fall under the Social Communications Manager or Social Ads Strategist role at your company. 

The most common off-page SEO tactic is link building. In the earlier days of search engines, SEO strategies determined if a page outside of your website linked back to your site, creating a backlink, that it was a signal of the popularity of your content. The more backlinks you had, the higher you would rank. In addition, you got bonus points if the sites linking back to you were also popular. So there was a mad dash of websites linking to each other as much as possible. 

But like that judgemental principle in your middle school, Google judges your site by the company you keep. So if you have too many backlinks that are considered “toxic,” meaning they have a low domain authority or are from just terribly spammy sites, a backlink from these types of sites could actually hurt your on-page SEO. This means you have to be careful who you request a backlink from. 

A big part of off-page SEO is curating your backlinks. Often, you can’t control who links back to your site. In this instance you have to disavow these toxic backlinks. Plus, you could have sites linking to pages that no longer exist on your site. This would require a link reclamation campaign. Off-page SEO is labor intensive, so a lot of companies choose not to do it, and focus on SEO tactics, like on-page and technical, that are more in their control. However, when done right, off-page SEO can have a huge impact on your rankings. 

What is Technical SEO?

Finally! The unsung hero of search optimization. Talk to a technical SEO for a few minutes, and you will most likely not understand a word they said, but we guarantee what they were telling you goes a long way to the health of your site. 

Technical SEO is a catch-all term for optimization improvements that are not on-or off-page. An SEO skilled in this will perform technical SEO optimizations on your site to make sure that you have a solid foundation for all your on-page and off-page SEO tactics. Their behind-the-scenes work can do wonders on your site’s performance and your organic growth. This is because Google not only rewards good content but it also regards a good user experience. If your site is too slow, too hard to crawl, or you have too many dead links, all the great content in the world won’t get you to rank high in the SERPs.

At Tuff, we look into a client’s site health before we make any changes. We know that if the site’s foundation is bad, then all our work for the client won’t help them grow an inch. So technical SEO is just as important as any other SEO tactics, if not more important. So what does technical SEO include? This isn’t the definitive list, but it’s some of the heavy-hitting a technical SEO will perform on a site.

Site Architecture

We mentioned how vital a good foundation was, and a technical SEO can inspect your site and ensure everything is working and linking as it is supposed to be. 

Your site’s architecture makes it easy for search engines and users to find you. With over a trillion pages on the internet, you can see what is important. The search engines’ crawlers need to be able to thoroughly and easily navigate your entire site. A website with an ideal architecture helps crawlers locate anything they’re looking for across all of your pages.

Another reason technical SEO can be so effective is that it flushes out any internal linking issues you may have. Internal linking to high-priority pages gives them greater authority (Remember that whole E.A.T. thing?) These high-priority pages are recognized by Google and receive a higher ranking, which is key for sites like your homepage.

It’s not just for search engines. A good site architecture also helps people find what they need more quickly and keeps them from bouncing too soon. Keeping customers happy lowers your bounce-back rate, which helps your organic rankings. 

Sitemaps

Your site map or XML sitemap is really just what it sounds like. It’s a roadmap for search engines to explore your site. Just like any good map, an XML sitemap will highlight the most critical areas of your sites, like landmarks, so the crawlers know what to check out first. 

xml sitemap example

This is key for extensive sites where the crawlers may not know where to begin; you want to make sure that the search engines prioritize your most important pages, such as landing pages before your crawl budget is used up.

Mobile-first Optimization

With Google prioritizing mobile search over desktop, your site must be mobile-friendly. Technical SEO ensures your site not only looks great but functions as it should when someone accesses it from their phone or tablet. 

If that doesn’t seem too important, consider that mobile search accounted for 52.1% compared to desktop searches of 44.2%. So yeah, how your site functions on mobile is pretty essential.

Duplicate Content

Some things are so important you feel the need to say them multiple times, but too much and Google will ding your rankings. Technical SEO will look into what content or pages have the same message or even the exact same content and devise a plan on what to keep and what to throw out. 

A technical SEO will also look into thin content or what pages are not providing much value from a search standpoint. Remember, Google will penalize you if you throw up a page that offers no value. Google doesn’t like it when you waste its or a user’s time. For large enterprise sites, chances are there are a lot of duplicate or thin pages, and a technical SEO can ferret these issues out to ensure your site is healthy. 

Site Speed

Do you hate sitting in traffic? So does Google, and if your site loads too slow, more than two seconds, then Google is going to have something to say about it. But it’s not just search engines that have a problem with slow site speeds. 

website site speed

Most people will leave a site if it takes longer than three seconds to load. But, unfortunately, all this clicking-and-bouncing negatively affects your site rankings. There could be too many redirects, line breaks in your code, Javascript issues, image optimization issues, and more. So having a technical SEO that can determine why your page is loading too slowly can save your business. 

Schema Markup

Schema markup or structured data is a type of code that communicates to search engines how to follow your website and what the data on your site means. Rember, Google isn’t patient, it has a lot to do, so good communication with search engines is key to getting you to rank higher. 

Technical SEO also looks at how your site performs internationally, hreflang tags, and a host of their back-end issues such as canonicals robot text, core web vitals, and assesses how any Google update may affect your site’s overall health.

What kind of SEO is best for your site?

Easy and lazy answer. All of them, and this is true. A holistic SEO strategy will utilize all the strategies that affect your organic growth channels. However, sometimes it’s not realistic to focus on all three. You may not have the expertise or the people to make a serious SEO- impact to grow your site’s organic channels. 

This is where a growth marketing agency like Tuff comes in. We’ll do a deep dive on your site and determine which SEO tactics will have the biggest impact on your business. We’ll determine if on-page, off-page, or technical SEO is going to improve your conversions and website rankings and then come up with a plan and help you execute. Each business model is different, so there is not a one-size fits all approach. If there was, SEO would be easy. However, with a partner like Tuff on your team, on-page, off-page, and technical SEO are a whole lot easier.

If you want to know more about how on-page, off-page, and technical SEO  can be a part of your growth marketing strategies, hit us up. We’d be happy to walk you through our game plan on how we can attract the right traffic to help make your business successful. 

How To Do an on-Page SEO Analysis

a man sitting at a clean white desk researching on-page seo

You’ve probably heard the phrase “Content is king.” Bill Gates said it in a 1996 essay, and it’s been true ever since. So it’s likely that you’ve got content. Lots of content! But is anyone seeing it? Is it helping to drive growth for your business?

An effective growth marketing strategy means more than throwing together a blog where you write about topics that you’re familiar with or that you find interesting. To create content that truly connects with your audience – and that drives conversions – you need to think about on-page SEO analysis.

What is on-page SEO?

SEO is commonly split up into three types: on-page, technical, and off-page. On-page SEO is anything that your visitors see when they come to your website: product pages, location pages, resources, blog articles, and so on. Technical SEO is what happens behind the scenes of your website: HTML markup, site architecture, site speed, and so on. Off-page SEO includes things like link building, guest blogs, and social media

Here we’ll only be talking about on-page SEO: your website’s content. Thorough and knowledgeable on-page content is an essential piece of the SEO puzzle because it signals to search engines that your content answers searchers’ questions – a key to ranking highly. 

Ranking factors for on-page content include:

  • Keyword optimization
  • Content quality, length, and organization
  • Internal and external hyperlinking
  • Meta information (URL, title tag, and meta description)
  • Images and image alt text

These are all the elements you’ll need to analyze and optimize in order to improve your position in the SERPs (search engine results pages). Seem like a lot? There are tools that can help. 

On-page SEO analysis tools

On-page SEO analysis is much more than sitting around guessing what Google wants. Done right, it will show you the gaps in your on-page strategy so you can optimize your content – and help drive organic traffic and revenue. But you’ll need the right tools. Here are three of our favorites. 

Google Analytics

You’d probably expect that Google has some of the best data on the web, and you’d be right. Get real-time reporting on visitors, traffic sources, conversion rate, and more across devices so you can analyze what’s working and what isn’t. You can also use Google Search Console to drill down into organic search traffic to see what keywords your pages are ranking for.

a chart from google analytics showing site traffic

Semrush

Semrush is an excellent SEO tool for building a keyword strategy. Use Keyword Overview to get a quick summary of metrics, dive deeper with Keyword Magic to build your list, and use the Keyword Difficulty metric to find low-competition keywords that will give you an edge. You can also use it to perform competitive analysis and do topic research. 

metrics from semrush showcasing keyword overview

Yoast

Yoast is an SEO analysis plug-in for WordPress, making it a convenient option for the many businesses whose websites or blogs are built on that platform. Yoast will rate your pages’ SEO optimization and the Page Analysis feature will give specific feedback on where you can improve. It indicates areas for improvement with red dots – once optimized the dots turn green. Yoast’s user-friendliness makes it incredibly popular.

Remember that you don’t just need the tools, but also the expertise to use them. You’ll want to know what your competitors are doing so you can differentiate yourself – or go after them directly. These are all areas that an expert agency like Tuff can help.

How to do an on-page SEO analysis

You’ve got the tools and you’re ready to perform your on-page analysis! Here’s how we do it at Tuff.

Perform keyword research

On-page content that will crush it in the SERPs always starts with finding the right keywords. Use your SEO tool of choice to perform keyword research around the topic you want to write about. Ask yourself:

  • Are the keywords relevant to your topic? 
  • Are these terms regularly searched by your target audience?
  • Can you realistically rank for these keywords?

Decide on your primary keyword

Keyword research will likely give you a list of hundreds, if not thousands, of keywords. Your SEO tool may prioritize them for you, but it will still be up to you to choose your primary keyword. So which keyword will be able to rule them all? Your primary keyword should:

  • Be highly relevant and laser-focused on your topic
  • Have low competition or relate to an area where your business is very strong
  • Not already be used as a keyword in another piece of content (this is called cannibalization, and it confuses the search engines)

Choose related keywords

To create a piece of content that will catch the attention of the search engines, you need to round out your primary keyword with related keywords and topics. Related keywords will help you capture more search intent and can be used to target your PPC campaigns, too. Choose three to five related keywords that are:

  • Based on your target keyword and semantically related searches
  • Related to the intent of your searchers and their stage in the buyer journey
  • Long-tail (three or more words) or other variations on standard keywords

Look for audience questions

The ultimate goal of content marketing is always to answer the questions that your audience is asking. Audience questions, or PAAs (for “people also ask”), help you do that. PAAs are related questions that appear on Google SERPs. Being featured in the answer box is a big deal in SEO, but using these questions can also help you:

  • Rank for the question or long-tail keyword
  • Create FAQ sections within your content
  • Guide your content to ensure it’s useful to your audience

Create a content plan

Now that you have your primary keyword, related keywords, and FAQs or PAAs, you’re ready to create a content plan that will help you conquer the SERPs and drive conversions. But the content you’ll create depends on several factors:

  • What stage of the buyer journey is your searcher in when they search for that keyword?
  • Will they be looking for an informational blog, a conversion-focused landing page, a branded product page, or something else?
  • Can you use it to create content that fills in gaps in your content strategy?
  • Can you create content around this keyword that outranks your competitors?

Best practices for on-page content

You’re almost there. But before you hit “publish,” make sure your content follows best practices. (Yes, Google will know if it does!)

  • Always create high-quality, original content to avoid plagiarism and duplicate content penalties.
  • Structure your content in a way that is informative but easy to read (bulleted list, no large blocks of text). Put the most useful information front and center, then expand upon it.
  • Use your primary keyword in the title, title tag, meta description, at least one of the subheadings, first and last paragraph, and about two to three times per 500 words – but not more. “Keyword stuffing” will be penalized.
  • Use related keywords at least one within the copy and be sure they sound natural.
  • Answer audience questions either directly with an FAQ section or H2, or naturally within your content.
  • Use at least one image and ensure it is SEO optimized with an image alt tag, title, and file name that uses the primary keyword. 
  • Include your primary keyword in the URL structure. 
  • Track your keyword performance and re-analyze and optimize as needed.

 

There’s a lot to think about when it comes to on-page SEO analysis. At Tuff, we have the tools and expertise you need to create and execute a holistic content strategy that drives traffic and grows your business. 

The Power of Technical SEO: How Optimizing Your Site Will Increase Organic Performance

Technical SEO is one of the most important elements of your website. It’s also, at times, one of the most confusing. 

You don’t need to be an expert, but a basic technical knowledge will help you optimize your site for search engines and avoid costly mistakes. 

As Tuff’s technical SEO strategist, I work on sites of all sizes. From websites with 5 pages to websites with 5,000 pages, I’ve helped companies make sure their web pages are structured for both crawlers and humans. 

In today’s post, I share my experiences and strategies with you and leverage these learnings to help you get started with technical SEO tactics on your own website. 

Let’s dig in! 

What is technical SEO

Technical SEO covers a variety of different technical optimization techniques and strategies to improve a website’s organic traffic. Some areas are more technical in nature than others. Some borderline on development and some borderline on content SEO, which we’ll touch upon later.

Why is technical SEO important?

Technical SEO is important because it is the foundation of your website, which may also be the foundation of your whole company. If you build a weak foundation, then nothing you do afterwards well give you the results that you’re looking for.

It’s important to start with technical SEO before any other areas of SEO. If you start building high-quality content or high-quality backlinks on a website that is not fundamentally strong then you will not rank well in SERP. 

Most important aspects of technical SEO

Core Web Vitals

Rankings on core website vitals.

Just a few months ago, Google released what is now known as the core web vitals that revolve around loading, interactivity, and visual stability. 

And they describe them as,

“Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web…Core Web Vitals are the subset of Web Vitals that apply to all web pages, should be measured by all site owners, and will be surfaced across all Google tools. Each of the Core Web Vitals represents a distinct facet of the user experience, is measurable in the field, and reflects the real-world experience of a critical user-centric outcome.”

  • Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
  • First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.
  • Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.

Speed

From tracking how long it takes before the page visually loads, to how soon you can start interacting with the page, and then if the page moves after you start interacting with the page; the core web vitals all revolve around website speed and usability. 

Google wants its users to have the best experience possible so it’s easy to see why they have such a focus on speed and usability, as well as security.

Mobile Usability

In this mobile-first indexing world it’s necessary to make sure that your website performs well on mobile. 

Security – HTTPS

Having a secure site that runs on HTTPS is certainly a ranking factor that Google looks at. As far back as 2014 they started to penalize websites that were not secure with https. This also includes the sites that you linked to. So if you’re linking to websites that are not secure, I recommend that you update your external links with secure HTTPS links.

Duplicate Content

There are many different types of duplicate content. The most common is duplicate content within your own website. 

This usually happens when you duplicate a page and then forget to change the title and/or meta description on that page. Search engines will penalize you for this, especially if the main body of content on the page is not unique. The reason for this is if both pages are the same how does Google know which one to rank. This is common with archived pages that have the same title and meta description on each paginated page. One way to avoid this is with canonical tags.

Crawlability

One of the most important aspects of technical SEO is making sure that Google and other search engines can crawl your website efficiently.

Depending on how large and complex your website is, this will most likely involve editing your robots.txt file, a well-thought-out XML and HTML sitemap, and the use of noindex tags to save your crawl budget. 

Broken Pages & Links

Having broken pages in broken internal and external links on your website will not only hurt your organic traffic but also your user experience. 

Search engines crawl all of the links on your website and check, amongst other things, if that page is broken or not. if you have a lot of broken pages or broken links on your website then it is seen as a poor user experience and search engines will penalize you for it.

SEO Tracking & Reporting

This is something that I don’t see mentioned much when talking about technical SEO and I believe it is an important piece that needs to be addressed. The famous saying “if you can’t measure it then it doesn’t exist” applies to SEO as well. 

Assuming you’ve got Google Analytics and Google Search Console set up, the first thing to do is connect those two together. This way you can view your organic search traffic in Google Analytics. This gives you the ability to run reports and compare organic to other channels as well as other useful capabilities.

The next thing to do is get a keyword tracking tool such as SEMrush or ahrefs so that you can track your organic progress month-over-month

Conclusion

The above is a non-exhaustive list of the most important technical SEO aspects to optimize. 

In my next article, I will describe more in-depth how to conduct a technical SEO audit. With that being said, in order to efficiently conduct a full technical SEO audit of your web properties, you will need an experienced SEO or technical SEO agency.

Implementing technical SEO fixes generally require going into the code and/or advising a developer on what changes to make. 

Though technical SEO is the first aspect of SEO that you should focus on, it is still only one piece of the puzzle.