As an SEO and web developer with years of experience, I have seen how the landscape of search engine optimization has evolved significantly. There is one area, however, that remains critical regardless of passing trends: technical SEO.
The technical backbone of a site can greatly influence its performance in search engine results, but it is often 'overlooked' in favor of content creation and link building.
Después de realizar una auditoría SEO para un sitio web, sigue esta guía para comenzar la optimización técnica para SEO.
What is technical SEO?
Technical SEO refers to the process of optimizing a website's infrastructure so that search engines can crawl, index, and render it effectively. While the content you create provides the information that search engines show to users, technical SEO ensures that this content can be found, understood, and displayed by search engines in the first place.
Imagine building a house. Content is the decoration, furniture, and personal touches that make it a home, but technical SEO is the foundation, walls, pipes, and electrical systems. Without a solid and optimized structure, the house cannot function, no matter how beautiful its interior.
Technical aspects we must consider:
Website speed
- Fact: Website speed determines how quickly your content loads for users. Google has confirmed it as a ranking factor, with a special emphasis on mobile search.
- Tools: Google PageSpeed Insights and GTmetrix.
Mobile optimization
- Fact: With mobile searches dominating the landscape, responsive design is essential. Sites must display correctly on devices of all sizes.
- Tools: Google Mobile-Friendly Test.
XML sitemap
- Fact: It is the roadmap of your site for search engines. It helps them understand the structure and index the content correctly.
- Tools: XML-sitemaps.com and RankMath SEO (for WordPress).
Robots.txt file
- Fact: This file tells search engines which parts of your site to crawl or avoid. It is essential to not waste the crawling budget.
- Tools: The robots.txt tester on Google Search Console.
Secure and accessible website
- Fact: HTTPS (the secure version of HTTP) ensures data integrity and security. It has become a standard for user trust and SEO.
- Tools: Let’s Encrypt offers free SSL certificates.
Structured data
- Fact: By using Schema markup, you help search engines better understand the context of your content.
- Tools: Google's Rich Results Testing Tool on Google.
Duplicate content
- Fact: Duplicate content can dilute the value of your site. It is vital to ensure unique content on all pages.
- Tools: Siteliner and Copyscape to identify duplicate content.
Optimized internal links
- Fact: Internal links guide users and search engines to relevant content, establishing the site hierarchy.
- Tools: Screaming Frog SEO Spider to audit and visualize the internal linking structure.
Headings (H1, H2, H3, H4, etc.)
- Fact: Heading tags help structure your content, making it more readable and helping search engines discern the main topics of the page.
- Best practice: Only one H1 per page (the title), followed by H2 for main subtopics, H3 for subsections, and so on.
Benefits of technical optimization for SEO:
- Improved visibility in search engines: When search engines can crawl and index your site smoothly, it increases the likelihood of your content ranking higher.
- Better user experience: Many technical optimizations, such as increasing speed and ensuring mobile adaptability, also enhance the visitor experience.
- Trust and credibility: Secure, fast, and accessible sites generate more trust both in search engines and users.
- Competitive advantage: By ensuring a solid technical foundation, you have an advantage over competitors who neglect this aspect of SEO.
- Future readiness: Good technical SEO practices ensure that as algorithms evolve, your site continues to meet the criteria.
As I mentioned before, high-quality content is king, backlink strategies are important, and keyword research influences positioning. But keep this in mind: SEO success starts with a healthy website.
By prioritizing technical optimization, you not only satisfy search engines but also provide your users with a smoother and more enjoyable experience. And in the world of SEO, what's good for the user is good for positioning.
