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In the world of SEO, marketers often get hyper-focused on font-end, on-page components of a website. Though factors like keyword relevancy, engaging headlines, and sufficient content all play vital factors in a search engine’s ability to amplify your website, businesses often overlook the technical aspects that play the biggest role in search engine success.
It should come as no surprise that to rank a website atop SERPs (search engine results pages) you’ll need some technical savvy. Whether you’re an experienced developer, marketing manager, or simply a business owner looking to improve your online presence, the guide below will highlight the key technical components of your website that are often overlooked but play a crucial role in online success.
How Does Google’s Search Algorithm Work?
Unfortunately for marketers, only Google fully knows how the search algorithm works. However, over years of trial and error, top SEO providers have developed a very strong idea of what Google is looking for to trigger its algorithm. Let’s take a high-level overview of what this looks like…
Google Crawls & Indexes Your Pages
The first step the Google search engine takes in ranking your page is simply recognizing that it is there. This process is known as page crawling, where Google’s automated programs review your website. This includes, but is not limited to, reviewing your web pages & content, following the flow of information on your website via links, and subsequently reporting this information back to Google.
After the website is crawled, it moves on to the indexing stage. Here, a combination of Google’s automated programs and in some instances, Google analysts review the data collected during the crawl to determine whether or not to include the page in the search engine’s index.
Triggering Signals
The term “signal” is Google jargon for triggers on a webpage that the search engine algorithm considers in its results page. We know from a Google document leak back in May that the algorithm considers hundreds of different signals when displaying its SERP.
Some of the factors that SEO experts believe to be the most important include keyword relevance, quality of content, user experience (UX), backlinks, freshness, overall engagement/CTRs (click-through rates), & domain authority.
Personalization of Search
Not everyone’s search engine results will always look the same. Google personalizes search results based on the user’s location, search history, and other data the search engine collects.
Continuous Updates & Testing
To protect the integrity of its platform, Google is constantly training, testing, & updating its search algorithm. Most recently, we saw Google roll out its new AI search function, providing users with AI-generated responses based on the company’s massive index of web pages & data. The true challenge in SEO is staying out in front of Google’s ever-changing search updates.
What Technical Components of My Website Affect SEO?
As previously discussed, there are countless components of a website that are factored into its placement in search engine results. However, an estimated third of these factors are rooted in the technical components of a website. Below is a list of developmental components that are key for
Mobile Responsiveness
Over 63% of Google’s search queries are conducted on mobile devices. For the vast majority of industries, specifically within the B2C space, mobile accessibility is key to both success within the search engine itself as well as converting on-site leads.
Mobile responsiveness refers to your website’s ability to adapt to mobile devices while maximizing the user experience. To ensure your website is responsive on mobile devices, you should work with a website development agency to create a responsive design.
Crawlability/Indexing
As before referenced, for Google’s search algorithm to recognize and display your website in its SERP, your pages need to be crawled & indexed. It is estimated between 16% and 20% of web pages may not be indexed by search engines, presenting a potentially massive loss in exposure for business owners.
Several components are considered for your website to be crawled & indexed, including but not limited to the presence of an XML sitemap, a strong informational architecture, internal & external links, and the presence of a robots.txt file on the backend of your website.
Google Search Console is a tool utilized by website administrators to monitor & maintain their presence on the search engine. Within Search Console, you’re able to submit your pages for indexing, identify errors on your website, and gain insights into your search engine performance.
Site Speed
As is consistent with impatient human nature, the average user will not spend more than three seconds waiting for a website to load before redirecting their search elsewhere. To keep users on your website and avoid losing out on potential leads, it is recommended that your website’s load time be no more than 3 seconds and more optimally 2.5 seconds or less.
To maintain website speed, you’ll need to work with a website developer to conduct website speed optimization. From here, they’ll implement strategies such as compressing images, adjusting code, reducing HTTP requests, & utilizing browser caches to get your website loading fast.
Information Architecture & XML Sitemap
Information architecture refers to the organization & structure of website content in a way that makes it easy for both users & search algorithms to find and understand the information. When designing and building a website, is it integral to consider the flow of information through your website to rank highly on search engine results pages.
A useful tool for search algorithms, website developers, and digital marketers alike is an XML sitemap. An XML sitemap is a file that lists the URLs of a website & provides information regarding the structure & organization of its content, which search engines ultimately consider in their search engine rankings. The presence of this sitemap is integral to getting your website listed at the top of Google.
404 Errors & Broken Anchor Text Links
A key consideration website administrators must factor in is the potential for broken web pages, known in the digital world as 404 errors. These errors disrupt the flow of information on your website, resulting in not only a poor user experience but also subsequent penalization in SERPs. To remedy these broken webpages, work with a website developer to deploy 301 redirections to a working webpage of your choice.
Broken links, on the other hand, refer to anchor text links that are no longer functional. Much like 404 errors, broken anchor text links present a roadblock in the flow of information on the website. It is recommended that you review your website thoroughly for any broken anchor text links.
Presence of Website Analytics Tools
The beauty of digital marketing as opposed to traditional marketing mediums is that the results are highly quantifiable. As your greatest marketing & sales tool, the utilization of website analytics tools to integral to both monitoring and optimizing your SEO performance.
Website analytics tools such as Google Analytics help business owners visualize their search engine success & make data-driven decisions that drive both their online presence and their bottom lines. To implement website analytics tools, you’ll either need to work with a developer or utilize tools such as Google Tag Manager to place tracking codes on your website.
Work With an Expert Technical SEO Agency
SEO is truly a fine line between art & science, considering both creative and technological factors at play. Subsequently, the best way to go about ensuring your website is both technically and creatively prepared to dominate search engine results is by working with a full-service digital marketing & development agency.
Here at Simple SEO Group, we’ve worked with hundreds of businesses, organizations, and individuals to develop SEO strategies that have landed 100% of our clients on the first page of Google. Our expertise in both website development and SEO provides us with unmatched insights into the ins and outs of Google’s search algorithm.
To learn more about optimizing your website for search engine success, fill out the form on our website & we’ll schedule a free consultation with our SEO & development experts. Make the first step today in growing your online business.