It can be easy to think that search engines are biased, giving preferential treatment in their search results to websites that have the most popular content or products. After all, why else do universally popular sites like Amazon or YouTube seem always to offer the first results when shopping for products or videos?
While this viewpoint isn’t necessarily wrong, it’s incomplete. Yes, search engines are inherently biased with their rankings. However, as internet entrepreneurs, we can actually use this bias to our advantage through the power of technical search engine optimization. The goal of this short blog post is to help you better understand what technical search engine optimization, or technical SEO, is so you can leverage it across your website.
If you’ve heard of basic search engine optimization (SEO), then the concepts discussed here will sound similar. In short, technical SEO is an invaluable tool that has the potential to grow traffic and sales. While it is a little more difficult to master, effective implementation of technical SEO contents can really boost a site’s ranking.
Why Does Technical SEO Matter?
In a way, technical SEO is the same as SEO, just with a slightly different focus. While basic SEO focuses on including pieces of data within web pages that are attractive to search engine crawlers, technical SEO is focused on more complex, behind-the-scenes factors. Concepts like whether or not a website is mobile friendly and its underlying data markups fall under the umbrella of technical SEO.
If technical SEO sounds like a confusing subject at this point, there is no need to worry. Thankfully, wrapping your head around this unique digital marketing approach gets easier the more you learn about it.
How Does Technical SEO Work?
Technical SEO refers to behind-the-scenes website and server optimizations that help guide the ranking algorithms used by search engines as they crawl the web. When a website and its underlying servers are optimized, crawler algorithms are able to index your site more effectively. This helps to boost a website’s organic rankings, as it tells crawlers, “This website will load quickly and works properly.”
There is a multitude of factors that play into technical SEO, with some being more important than others. For example, if your site doesn’t support secure sockets layer (SSL) technology, expect a big hit in the technical SEO rankings. On the other hand, if a site loads quickly and includes an XML sitemap, a similarly large boost in technical SEO placement is possible.
At the end of the day, the field of technical SEO is so vast that it is impossible to fully cover each and every one of its facets in a short blog post. If you’re interested in leveraging the power of technical SEO to improve your website’s organic rankings, this introduction is a great place to start. If you truly want to take your understanding of this topic to the next level, consider exploring the vast (and typically free!) resources available for this topic online.