Technical SEO: What It Is And Tools For Your Website

In SEO positioning there are 3 fundamental pillars that you must take into account for your web project: the quality of the content, authority and Technical SEO.

This last pillar is the most complicated to execute due to the high knowledge of web positioning and development that we need.

If you have a website or blog with quality content but it is not read correctly by Google or other search engines,  we are losing traffic and, therefore, sales or potential customers.

To do this, we have prepared an article on what Technical SEO is, what the fundamental pillars are and the best tools to analyze the Technical SEO of your website. Let’s start!

What is Technical SEO?

Technical SEO is the set of actions and improvements so that the crawling, rendering and indexing process of your website is carried out correctly.

The objective is for search engines like Google to correctly “read” the pages of your website, whether they are articles, products or any other content that you want to position.

In this way, the impact of Technical SEO on your website will depend on the number of problems that your page presents.

For example, we have a blog with quality content but  it takes more than 10 seconds to load . If we reduce the loading time of the website, the impact at the SEO level will be greater.

Therefore, Technical SEO seeks  to ultimately improve positioning in the SERP (Search Results Page) and the user experience within the page.

Pillars of Technical SEO

Before breaking down the main factors to take into account in Technical SEO, we recommend that you review How Search Works to better understand the process of crawling (and rendering the code), indexing and publishing a website in the results. Google search.

1. Structure of a website

The structure of a website is a key piece in web positioning and one of the fundamental pillars of Technical SEO.

Whether it is an ecommerce, a blog or a services page , the structure of the website must be clear and intuitive to facilitate navigation.

Therefore, regarding Technical SEO we should analyze:

  • The hierarchy of contents. 
  • The depth level of the pages with respect to the home
  • Using  friendly URLs
  • The structure of categories and subcategories
  • The  internal linking of the website.

2. Loading speed

Loading speed has become more important with the update of the Core Web Vitals or main web metrics. With this,  the search engine not only wants to improve the loading speed of a website, but also the experience that the user has on it.

Improving loading times is one of the basic pillars of Technical SEO but we must also understand the impact in its context . It will be the very slow pages that will have a positive impact on the SERPs.

Although loading speed is a positioning factor, it is not one of the main factors. Therefore, don’t get obsessed. Focus first on pages that are very slow, and then analyze the impact on time and resources of improving your website’s loading times even further.

For example, if to get a 98/100 in Page Speed ​​you have to change the CMS or web technology, it may not be worth it to make these changes.

In any case, there are basic actions that will have a great impact on the loading speed of your website:

  • Enable cache.
  • Optimizing image weight and size
  • Serve images in next generation format like Webp,.
  • Optimize and minify CSS and Javascript code
  • Postpone loading images

3. Mobile version

Having a website optimized for mobile devices is mandatory for any page today and a positioning factor.

Google recommends responsive web design , that is, adapting the elements of a web page to the device that is being used to visit it.

To check this, Google makes a tool available to users, the Mobile Optimization Test.

4. Structured Data

Structured data is metadata that provides more information and context to the search engine about the content.

This way, crawlers better understand the information they are indexing. And not only that. They also give rise to so-called rich snippets or rich fragments in search results. The so-called position 0.

Therefore, another of the Technical SEO actions is to check whether the structured data is correctly implemented. For this you can use the Rich Results Test . 

5. On Page Improvements

There are also other On Page or on-page actions that are part of Technical SEO such as:

  • URLs in non-secure protocol (http).
  • Response codes. 500, 404, 301 and 302 redirects.
  • Source code cleanup.
  • Semantic HTML tags
  • Checking the robots.txt and the sitemap.xml of the website.
  • Orphan pages
  • Detect links or hidden content with Javascript
  • Check JavaScript Rendering
  • Implementation of meta tags, such as no-index.

5 Tools to analyze Technical SEO

There are multiple tools to check if there are technical SEO, crawling or indexing problems on your website. Some are better known, such as Screaming Frog, and others are specialized, such as loading speed (Page Speed ​​Insights).

We collect the most important tools to analyze Technical SEO

Screaming Frog

Essential tool that cannot be missing in any Technical SEO analysis.

It has a free version that will allow you to track up to 500 URLs. Both the paid and free versions must be installed on the computer.

At a glance, you can check the internal linking, external links, meta titles, meta descriptions, headers, image weight, paginations, hreflang, cannonicals, structured data or http content, among others.

Deepcrawl

The DeepCrawl platform also has crawlers or spiders that crawl the site through links, collecting information about the different pages, technical improvements or a complete analysis of the architecture of a website.

Ahrefs Site Audit

Another tool that can help us detect Technical SEO problems is the Ahrefs Site Audit . After crawling the pages, it assigns a score from 0 to 100, differentiating between errors, warnings and notices.

This tool is available in the free version of Ahrefs.

SEMRush Site Audit

SEMRush also has the ability to perform a website audit with its Site Audit.

Thus, it makes recommendations on loading speed, traceability, content problems, meta tags, https security protocols, internal linking, JS and CSS errors or AMP implementation.

Its free version allows you to analyze up to 100 pages.

Free Google Tools

From Search Console, through Web Dev, Pagespeed Insights to measure loading speed, the mobile optimization test or the rich results test.

Google makes free tools available to all users with which Technical SEO improvements can be detected.

Improving Technical SEO will allow Google to better understand and classify your website, by being able to completely crawl and index the published content.

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