Have you recently checked the health of your website?
Your website might look great on the outside, but did you check it more deeply?
A healthy website is more than just a good looking site.
Search engines like Google don’t rank websites based on how they look. Instead, they rank sites in search based on their optimization.
On October 20, I hosted a Sponsored Search Engine Journal webinar presented by Ashley Berman Hale, VP of Professional Services, and Jamie Indigo, Senior Technical SEO Manager at DeepCrawl.
They gave information on techniques that can help improve the health of your website and influence your ranking.
Here is a recap of the webinar presentation.
Objectives supported by technical SEO
Want every team in your business to talk about technical SEO?
Then you need to tackle the main pillars.
Technical SEO does not work alone. It crosses teams in terms of awareness of what to do.
It acts as a support and a multiplier for all the different objectives:
- Developers: Use
- Traditional SEO professionals: Mileage
- Tradespeople : Awareness and Connections
- Media buyers: Brand visibility
- Decision-makers: KPI, ROI, sustainability
The best way to work in large environments is to be an ally who helps others see the results of their work.
Technical referencing reflects the overall health of the site.
The issues faced by technical SEO professionals impact every user, channel, and medium.
Technical SEO professionals have the tools and skills to see what’s going on, fix it, and most importantly, multiply the effect for everyone.
It is the base and the experience that users have in your business.
You can’t get to page 1, and you can’t create the experience users want by just doing great keyword research. Instead, you have to team up to create cooperative magic.
The 4 pillars of technical referencing
Pillar n ° 1: discoverability
Google crawls your site because they want something. When you look at crawling, it’s really about finding consistently.
Googlebot is a code.
A code obeys rules.
Rules in a defined order.
Consider how your site is discovered:
- Is this a 200 response code?
- How does it play in there?
- Are these resources still available?
- Are they useful?
- Are you sending a ton of code that no one needs?
Most SEO professionals are lucky because they have great internet connections. But most of the users are using a mid-range 3G device with a weak processor.
You might be trying to build a page with all the features and magic that go with it, but you might face a timeout or performance issue when you reach these users.
Pillar n ° 2: Performance
How to create a site in a meaningful way?
It would be better if you prioritize loading what matters when it matters.
Hale and Indigo mentioned when a third party vendor comes to you and tells you that they have a magic solution where you have to put the script under the opening spike, you can tell them “not today”.
Sometimes it’s just a matter of cleaning the house, getting rid of stuff you don’t know, showing a lot of stunning pictures but doing it right – there are a few tools that can help you do that.
Get basic content out as quickly as possible because many want that kind of performance on a site.
Where do you find the documentation?
Everything is in the Google Developer documentation. So if you are interested in SEO, you should go search and hang out there because that is where the gold is.
The Vitals project is open source. It’s on GitHub, you can go there and watch the latest pushes, what bugs are available, and you can contribute and be a part of that.
The other essential elements to consider are:
- Pages experience
- Mobile friendliness
Hale and Indigo all challenge you to quit your Wi-Fi, take a long walk on your phone, try to use your site, try to convert, and get active in a conversation.
The challenge is to live with this frustration, including some advertising, which can be a slippery slope in the long run.
What are search engines facing
This diagram highlights the complexity of search engines before a browser.
You stack resources that they have access to to build a page together.
When you put something on your site, ask yourself these questions:
- How to measure?
- If this is successful, how can I measure that success against the performance gap?
- Are you ready to take a “no dumb questions” approach?
The “no dumb questions” approach is one way their team has translated this directly to their members.
They hope you all have that security when you talk to the other teams and businesses you serve.
Pillar # 3: Accessibility
Accessibility goes far beyond just viewing content or people who may be visually impaired. Web accessibility includes:
- Perceive what is happening on a site.
- Understand the information.
- Site navigation.
- Interact with the site.
Accessibility is also about access to data.
So it’s not just about human accessibility. This is the world that does not have access to cheap data like the United States
If you force something with too many bells and whistles that don’t do something you haven’t optimized for, your content and post all become inaccessible.
Robots have neither eyes nor ears
While you would always want to be human first as a general approach when posting information to the web, bots don’t have eyes or ears.
So when you build a site in a meaningful way, present them semantically, use the properties of the zone, and help that build for everyone.
Go ahead, buy a cheap phone, use bad Wi-Fi, try to get someone else to interact with your site.
These are massive failures happening almost everywhere.
Most common Web Content Accessibility Rules (WCAG) failure (% of homepages)
Still looking for ways to serve your users? Consider giving everyone access to more information that doesn’t always sell.
Pillar n ° 4: Security
There are plenty of ways for anyone to gain access to security, and that leaves you with plenty of ways to erode any trust in your fan base and brand loyalty when you aren’t focused on it.
But everyone can expect great things to come out in terms of security at scale, with elements of auditing and accessibility.
[Slides] Website Health Check: Best Technical SEO Tips and Tools
See the SlideShare below.
Join us for our next webinar!
Keyword Research For SEO: Best Practices And Best Advice
Ready to turn your keywords into profits? Keywords help improve your content, drive conversions, and learn more about your audience. Attend our next webinar on Wednesday, November 3 at 2 p.m. ET for the latest best practices and ideas for getting the most out of your keyword research.
Featured Image Credit: N ON NE ON / Shutterstock