What these marketers need to remember is that technical SEO is one of the most important elements of any B2B SEO strategy. Technical SEO is not as time-consuming as other SEO tactics like content, link building, and on-page optimisation, however, it is just as, if not more, important.
If your technical SEO is not on-point, you run the risk of completely ruining the search performance of your site.
Why is Technical SEO So Important?
Technical Search Engine Optimisation (technical SEO) is the process of ensuring a website technically adheres to search engine guidelines. This is vital for any SEO strategy, as these technical elements ensure that a website can be properly indexed and ranked by search engines so that it appears on the Search Engine Results Pages (SERPs). Search engines will rank websites higher in search results if their technical set up is good.
The best time to set up your technical SEO is during the construction of the website. It involves optimising both the website and its server to help search engine spiders crawl and index the site, so it is a fundamental step in the setup of any site. It is also much easier to implement technical SEO from the start than it is to identify and fix any issues when the site is running. However, while you may set up technical SEO when you are setting up your website, it’s important to check back on it regularly. The technical elements you have in place may need to be updated as search engines update their algorithms, your business changes, or consumer behaviour shifts.
What are the Key Elements of Technical SEO?
When search engines crawl a site, they are looking for a number of indications that the technical set up is good. Some of the most important things that you can do to set up your technical SEO properly are as follows.
Set Up a Mobile-Friendly Site
Nearly 60% of searches today occur from mobile devices. This shows that your users are mobile. If they come to your site from their mobile device and it doesn’t load properly, they’re likely to leave and find an alternative. Google has been aware of this for some time and has implemented a ‘mobile-first’ approach to indexing content. This means that it’s not only important for the user experience that your site is mobile-friendly, it’s also essential for rankings.
In order to ensure your website is mobile-friendly, you can implement a ‘responsive’ web design. This is a type of web design that ensures the site adjusts itself automatically depending on the device that it is being viewed on so that it displays well and can be easily navigated.
Speed Up Your Site
In an increasingly digital world, consumers want answers, and they want them fast. Search engines know this and have responded. Now, page speed is an important ranking signal for search engines. There are a number of things that you can do to ensure your site is loading quickly, such as:
- Use fast hosting and a quick DNS provider
- Minimise the use of scripts and plugins on your site as much as possible
- Try to use one CSS stylesheet rather than using multiple CSS stylesheets or inline CSS
- Without compromising on quality, make image files on your site as small as possible
- Compress your web pages
Check for Duplicate Content
Search engines do not like duplicate content as it can be confusing for both users and search engine algorithms. In addition, duplicate content has previously been used as a ‘black hat’ SEO technique by marketers who are trying to manipulate search engine rankings.
What does this mean for your website? Any duplicate content issues should be identified and fixed as quickly as possible. There are a number of tools available that can help you to identify duplicate content issues. Siteliner is one of our favourites. You can also minimise duplicate content issues by preventing your CMS from publishing multiple versions of a page or post and using the canonical link element to show search engines where the ‘main’ version of your content sits.
Create an XML Sitemap
An XML sitemap is basically a digital roadmap that outlines exactly where each page sits on your site. Creating an XML sitemap is one of the best ways to assist a search engine in understanding your website while it is crawling it. The sitemap contains useful information about the pages on your site, such as when the page was last edited, how important the page is on your site in terms of priority and how often it is updated. Some website hosts will create your XML sitemap automatically. However, if yours doesn’t, there are a number of sitemap generators available to help you build one.
Some other important things that you can do to improve the technical SEO on your site are using SSL, enabling AMP, adding structured data mark up to your website, and registering your site with Google Search Console and Bing Webmaster Tools.
The Lead Agency is a specialist B2B Marketing Agency with significant experience in developing and implementing campaigns across industries. We’ve worked on a number of B2B SEO campaigns. Get in touch with us for more information on how we can help boost your website’s ranking on the SERPs.