SEO has become the cornerstone of content creation and if it’s done correctly, you will see a steady increase in your website’s traffic. However, some small businesses still struggle to get their SEO to work for them. If you’re not seeing growth in site traffic or an improvement in your page rankings, there could be a problem with the links or keywords you’re using.
The principles of technical Search Engine Optimisation have never been more important because Google will continue updating its algorithms. Therefore, your previous SEO strategy may not be as effective anymore. To help you maximise your SEO so you can gain more organic traffic to your site, we’ve provided the ultimate technical SEO checklist.
Keep reading to find out more about Google’s Page Experience update, how to look for crawl errors and how to fix broken links.
In mid-June 2021 Google will be updating its Page Experience signal which is a combination of site performance metrics. The new update will affect how websites are ranked in Google’s SERPs. The new Google algorithm will determine your site’s user experience based on the following:
The new features that will be updated are Google’s Core Web Vitals which is the browser’s measurable signals. These measurable signals determine whether a page will provide a positive or negative user experience.
To ensure your site is providing a positive user experience you must measure your website’s Page Experience using Google’s Search Console tool. The tool will identify pages on your site that need improvement. For more information about how to prepare your website for this update, get in touch with the Digital Insider team or request a strategy.
Broken internal and external links can cause a poor user experience for search engines and your site visitors. It’s frustrating for your visitors to click on a link that doesn’t transfer them to a page they want to visit. Check the following to ensure your links are working correctly:
Fix your broken links by updating the anchor text’s URL or consider removing the link if internal pages or sites don’t exist anymore.
An XML sitemap helps search engines determine what content to index in SERPs. The XML sitemap should include 200 status URLs and no more than 500 URLs. If you have more URLs, you should have several XML sitemaps to increase your crawl budget.
You should avoid having URLs with parameters, duplicated content or URLs with error codes in your XML sitemap. Use Google Search Console to check for index errors with your XML sitemap.
A robots.txt file lets search engines know which sites they can and can’t access to index. If you want to prevent search engines from crawling your pages, then you must integrate a robots.txt file into your website. On the other hand, you want to make sure your robots.txt file is blocking pages that must not be indexed such as the following:
Check whether your site has a robots.txt file by going to https://www.domain.com/robots.txt. If you don’t have a robots.txt file you can create one. Include your XML sitemap into your robots.txt file and use Google’s robots.txt file tester to check that it’s working.
Crawl errors mean that Google is having difficulty viewing the content on your website. If Search Engines can’t see your content then your webpage can’t be ranked. Find crawl errors on your website through Google Search Console to fix them.
To fix crawl errors simply visit the Coverage Report on Google Search Console. Here you will see errors, excluded pages and pages that have warnings. Scan the report and fix DNS and site errors using the Fetch as Google tool on the platform.
The Fetch as Google tool allows you to see how Googlebot crawls your page. Take time to resolve any errors and find out why there are excluded URLs. Using the Google Search Console you can resolve 404 errors as well as incorrect canonical pages.
Slow loading sites can be extremely frustrating to site visitors. People will often leave a site that takes more than a few seconds to load and will not return. The ideal website load time is between one and two seconds.
Due to the new Google update to page experience you want to make sure that your site loads at a decent speed. Maintain your website’s speed when you run a crawl. You can also check your page’s loading speed using Google’s PageSpeed Insights tool.
To fix your website’s loading speed check and fix the following:
Duplicated content can be caused by replicated pages or copied content. Find and fix duplicated content issues such as the following:
Crawlability is the search engine's ability to access and crawl your content. If you have broken links or dead ends on your website it can affect your site’s crawlability. Other factors that affect Crawlability are poor site structure, broken page redirects and server errors. To improve Crawlability execute the following:
Do you need assistance with your technical search engine optimisation? Then let Digital Insider assist you with a strategy to get your website to rank naturally in SERPs. We can assist you with updating your outdated SEO so that you can continue growing your site and increase your click-through and conversion rates.
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