Understanding Auditing Website Technology

Digital marketing has become an indispensable aspect of promoting businesses in today’s interconnected world. One crucial element of digital marketing is search engine optimisation (SEO), which ensures that your website ranks high in search engine results pages. While many aspects contribute to effective SEO, one area that requires careful attention is technical SEO. In this blog, we will delve into the significance of technical SEO and how it incorporates an array of metrics to ensure perfectly symmetrical configuration to Google’s spider bots’ preferences. We explore four key tasks involved during website technical optimisation: metadata optimisation, redirection and canonical tag configuration, schema markup and site speed. Taking care of these immediate issues provides the easiest boost to SEO performance and frees up time for you to handle other under-the-hood issues that you may have uncovered during an audit.

When it comes to technical SEO, metadata plays a crucial role in conveying essential information about your web pages to search engines. The primary elements of metadata are meta titles and meta descriptions that appear in search engine results. Optimising these elements with relevant keywords and compelling descriptions not only helps search engines understand your content better but also entices users to click through to your website. Red SEO’s experts can assist you in crafting compelling metadata that improves your website’s visibility and click-through rates.

Website restructuring, changing URLs, or merging content can create a challenge for search engines in understanding the new structure. That’s where redirection and canonical tag configuration come into play. Redirection involves guiding users and search engines from old URLs to new ones seamlessly. By implementing proper redirects, you preserve your website’s authority and ensure a smooth user experience. For example, updating a blog URL to target a new keyword requires careful attention to redirection: to make sure that old links are redirected by your server to the new URL.

Canonical tags are another essential aspect of technical SEO. They help address duplicate content issues that can harm your website’s rankings. When different URLs display similar content, search engines may perceive it as duplicate content, leading to potential penalties. Canonical tags inform search engines about the preferred version of a page, consolidating the authority and preventing duplication concerns. It’s important to make sure that canonical tags (and, indeed, all hyperlink tags) are consistent: http/https, with/without “www.”, with/without a trailing “/”, etc.

In an ever-evolving digital landscape, search engines strive to deliver more relevant and informative results to users. Schema markup helps achieve this goal by providing additional context and structuring data on your web pages. By utilising schema markup, you can enhance how search engines understand and present your content, leading to rich snippets and improved visibility. These enhanced results can include star ratings, product prices, event details and more, attracting users’ attention and increasing click-through rates. Schema markup is written in Javascript and can be populated with keyword-rich content where possible to improve SEO performance.

In today’s fast-paced digital world, users expect websites to load quickly. Site speed not only impacts user experience but also influences search engine rankings. Search engines prioritise websites that provide a seamless browsing experience. Slow-loading pages can lead to higher bounce rates and decreased conversions. Through technical optimisation techniques such as image optimisation, caching and minimising code, SEO marketers can help improve a website’s speed, boosting user satisfaction and search engine visibility.

In the realm of digital marketing, technical SEO plays a critical role in enhancing your website’s performance. Metadata optimisation, redirection and canonical tag configuration, schema markup and site speed are key tasks that can significantly impact your search engine rankings and user experience. Don’t navigate this complex landscape alone – contact us today for all your technical SEO needs. We are ready to assist you in optimising your website for improved visibility, increased organic traffic and higher conversions. Let us help you unlock the full potential of your online presence!