Technical SEO is a Must for your Website

Search engine optimisation (SEO) has evolved dramatically over the last 10 years. This evolution is largely due to the advancement of search algorithms, which are designed to help searchers find answers to their questions more easily and efficiently than ever before. As more than 50%  of all online traffic to websites comes from organic search, you can’t afford to ignore the power of SEO.

But you probably knew that already.

The thing is, too many businesses are failing to maximise the potential of their SEO investment because keeping up with new tactics and skills is essential to the maintenance of a competitive position in search engine results pages (SERPs).

SERPs are highly visual and dynamic spaces and SEO success is now heavily reliant on numerous technical elements. So, while content took the lead during the early and mid-2010s, technical SEO is now arguably more important than it ever has been before.

What is technical SEO?

In a nut shell technical SEO is factors such as crawlability, speed, security, code conflicts, core vitals and more. From the minute a Google bot accesses your site, it is looking to see if any ‘tech’ aspects are a cause for concern. Sites that fail tech issues cannot rely on good content to get them the visibility they need.

When Google released its Panda and Penguin updates, some professionals began to question whether SEO was over. Clearly the answer was a resounding no. But the landscape had altered – forever.

Today, technical SEO is a wide-reaching term that encompasses every aspect of search strategy best practices. It is also experiencing somewhat of a renaissance, with professionals using it as a way to drive performance as well as to improve crawlability.

The importance of understanding SEO fixes from a technical perspective

As someone who is invested in a process of life-long learning, I like to think like a Google bot and that requires knowledge of how to make SEO fixes based upon technical skill.

Why do I prefer to take this approach? Well, because SEO has become incredibly sophisticated within a relatively short period of time, and it is set to become even more advanced over the next decade.

In particular, the rise of AI (artificial intelligence) technology is expected to have a major impact on search as we know it today, which will be largely driven by data scientists and technical SEO experts.

It is now impossible for me to view SEO and content as separate entities. Instead, they are very much two sides of the same coin and the technical elements of SEO are required in order to stay at the top of the game as new trends and tactics emerge.