Everything you need to know about technical SEO in 2020

When it comes to technical SEO, is your hair standing on end? Do not panic! They’re not as complicated as you think. 


It is always hard for even digital marketing agencies or normal businesses to achieve technical SEO for their website.  But how can we better understand it? Is it enough to understand the challenges of technical development and its impact on your site's SEO?


The technical aspect is essential for your SEO strategy! Improving the natural referencing of your website requires technical optimization work.


After reading this article, site indexing intricacies will have no more secrets from you. You’ll be fluent in the jargon of your web technicians!


technical SEO


Why is optimizing your site's SEO technique so important?


Whatever technologies are used to develop your website, they must always serve your site's search engines' positioning.


Before even talking about technical SEO optimization, it is essential to give your site a sound of technical basis to avoid "upsetting" them, allow them to index your content as efficiently as possible, and attract as much traffic as possible.


Every technical element has a valid reason to be used for the benefit of your SEO strategy. Some are essential; others apply only in specific contexts. In any case, each of these practices must be used wisely and in no case be "over-optimized" at risk, conversely, of penalizing your site's image and its overall positioning.


Here is an exhaustive list of these technical practices to put in place.


The essential technical points for good SEO and a good SEO strategy


Impossible to miss. These terms you have heard them 1000 times. It's time to understand their meaning. Let's take stock of these essentials.

 

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THE MARKUP


Markup concerns all the HTML tags on your site that allow you to structure and read its pages' content. We will not be able to list them all here because they are very numerous. However, here are the categories of tags that exist:


The first level tags: <html>, <head> and <body> which are essential to code the content of your pages,


"Header tags: located within the <head> tag of your site, they indicate the main links (<link>); the famous "meta title" (<title>) and "meta-description" (<meta>) of the site: the title and description of your home page on the SERPs; the <script> tag which allows you to integrate functions in Javascript and the <style> tag to read the formatting of your page via the CSS file of your site (fonts, colors, boxes, etc.),"


Text structuring tags organize your content's presentation within your pages: texts, images, menus, quotes, etc.


List, table, form, section, generic tags (<span> / <div> ...).


You will understand that markup is essential to facilitate the passage and reading of search engines on your site's pages. The Webrankinfo site offers a handy tool to optimize the hierarchy of your titles on your pages: 


https://www.webrankinfo.com/outils/balises-h1-h6.php . With this tool, you can quickly identify if you have too many or not enough intermediate tags.


STRUCTURED DATA AND META-DATA


Whatever type of content you publish on your site, structuring your data will allow better indexing on search engines by adding attributes to each element present.


To illustrate, here are some examples of "microdata" (structured data) that you can indicate on the product page of an e-commerce site:


  • Product Name,

  • Pictures,

  • price,

  • motto,

  • Mark,

  • color,

  • technical characteristics,

  • customer rating or opinion ...


For a significant optimization of the SEO technique, and guide the engines within your content, enter your metadata (as seen previously around the site tags) for your site's page. The most frequent:


Meta title: title of the page,

Meta description: description of the page,

Meta-keyword: keywords to prioritize for the page.

 

URLS AND DOMAIN NAME


When created, your pages each have their address, which makes them unique on the web. But they natively use your domain name and then a succession of symbols and numbers, which are unsightly, challenging for the user to remember, and difficult to understand by search engines.


The URL, the address of your site's pages, must therefore be optimized by SEO technique. The words it contains briefly tell search engines the content and intent of each page. It is, therefore, necessary to rewrite them. It is called "URL rewriting."


For successful SEO technical optimization, follow these practical tips:


Favor short URLs (60 characters maximum) and use canonical URLs (written by you) to avoid any possible duplicate content,


Preferably use lowercase without an accent, the dash of 6 to separate your words and avoid dates,


Avoid "stop words," those little words (of, and, or ...) which unnecessarily lengthen the URL,


Integrate your keywords to increase their visibility in search results.


As it helps search engines prioritize it as such, your domain name should be chosen carefully to highlight your business name or brand. It must be short, easy to remember with an appropriate extension (.com, .fr, .org, etc.).


Tip: Have you noticed that your users frequently type spelling errors in your site address? Redirect traffic from these "fake" URLs to your "real" domain name!

 

INTERNAL AND EXTERNAL MESH, BACKLINKS


Internal linking and external mesh, backlinksPerhaps you have already heard of "linking" or "backlinks"? Your site must be irrigated by a whole network of links facilitating navigation.


Search engines regularly "scroll" (scan) your site and primarily use these "navigation paths" to report all the content to be indexed.


The links are of several kinds:


Internal: pointing from one page to another on your site,

External: pointing from a page of your site to a page external to your site,


Backlinks (or backlinks): links are pointing from the outside towards your site or one of its pages.

 

THE IMPLEMENTATION OF SSL


HTTP (HyperText Transport Protocol) is a client-server communication protocol. It has adopted SSL (Secure Socket Layer) technology to secure data transmission over the Internet in recent years.


In HTTPS, your site guarantees your visitors that their data will not be fraudulently intercepted.


To upgrade your HTTPS site, all you need to do is subscribe to an SSL certificate from your host and configure your server for HTTPS.


Warning! If your site works in HTTP, don't forget to redirect all of your current URLs to their HTTPS ( http://adimeo.com -> https://adimeo.com ) to avoid any loss of traffic!


 

IMAGE MANAGEMENT


As seen above, images also use <img> tags. They allow search engines to identify them and appreciate the variety of your content.


Name your images by including your keywords and fill in their <alt> tag. You would be wrong to deprive yourself of the benefits of this useful SEO technique optimization!


 

REDIRECTION 301


The 301 redirect is a technical SEO optimization practices to tell search engines that a URL has changed. It is called a permanent redirect.


Thus the web browser and the engines can identify the old and the new content as being the same page and redirect the traffic accordingly without misinterpreting duplicate content!


 

PAGE 404


The page's 404 pages are displayed when the page does not exist or no longer exists, or its URL has changed.


To best guide your users without losing them during a visit, it is preferable to configure your 404 pages—another good practice for optimizing SEO techniques that can pay off big.


Providing a return to the home page or using a search box on this page significantly improves the user experience by making your visitors stay on your site.


You also improve the bounce rate and a posteriori the overall ranking of your site.


 

THE ROBOTS.TXT FILE


The robots.txt file is a text file that tells search engines which pages can be visited and which pages are restricted.


It allows the webmaster to control the pages to be indexed to optimize the SEO technique of his site.


 

STANDARDIZATION OF WEB DEVELOPMENT


The tailor-made is good, but it can cause some technical incompatibilities harmful to SEO.


The technical development of a site can come up against certain constraints, and it is sometimes preferable to standardize a website using the most commonly used tools.


The use of recognized CMS, such as WordPress or Drupal, for example, can therefore be part of acceptable practices for optimizing the SEO technique to ensure better compatibility and frequent updating of your site in connection with the permanent evolution of web standards.


SITE PERFORMANCE AND LOADING SPEED

technical SEO


Likewise, if several items are broken or are working intermittently, it will put your visitors off, and it's a safe bet they won't be coming back to your site anytime soon.


To avoid this drama, regularly audit your site and watch for broken elements to repair them as soon as possible!


To check the health of your site, install Google Search Console!

 

ACCESSIBILITY AND ERGONOMICS


We can never say it enough; the accessibility and ergonomics of a site are the guarantees of increasing traffic and quality. Users come and return to your site because their navigation is fluid, intuitive, and pleasant.

 

FROM "MOBILE FRIENDLY" TO "MOBILE FIRST" (INCLUDING AMP FORMAT)


In recent years, Google has imposed a standard for displaying "mobile-friendly" web pages on each website, and non-compatible websites are gradually losing their referencing.


Technology developed by Google, the AMP format, makes it possible to speed up these pages' display on any mobile device.


Today we are talking about sites developed in "Mobile first," which is primarily for mobile media and then compatible with the traditional web format.


Optimizing the SEO technique is essential to stay in the race for the first position on the search results!

 

SITEMAP


The sitemap is a useful mapping of your website's entire structure in the form of interactive links: pages, articles, and categories are represented there.


It is a practice of optimizing the SEO technique particularly appreciated by search engines to navigate your site and define its outlines easily.

 

PAGING


Another essential point of optimizing the SEO technique is that when you create long content, it is sometimes useful and more ergonomic to offer pagination to not have to scroll forever on a single page.


The "<link rel =" tag is used to organize this pagination and create links between the "paginated" pages.


It amounts to turning the pages of a dematerialized book by clicking on these generally numbered links to illustrate this concept.

 

FAVICON


Small icons sometimes unknown to the uninitiated, but which allows recognizing the open pages of your site on the bar of your internet browser.


A little extra that allows search engines to index an additional element that fits into current web standards.


It improves its visibility and your site's proven quality on which nothing, not even the smallest elements, will have been left to chance.


Conclusion


To conclude, you should always check your website's health and adequacy, with web standards continually evolving.


A regular audit can therefore be useful never to compromise the SEO of your site.


Likewise, the optimization of the SEO technique must be managed with subtlety and parsimony to avoid abuses, which are particularly harmful and result in the blacklisting of your site.

 







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