Technology does it: technical SEO under the microscope
Content, content, content … of course, the importance of content is increasing, but even the best content can only rank with difficulty if the technology does not provide the best foundation. For this reason, in this blog post, we are giving you a little insight into the possibilities that technical SEO offers us. Here we go!
From robots.txt, sitemap and the canonical tag
Especially beginners in the field of search engine optimization are quickly overwhelmed by the multitude of terms that come up in the context of technical search engine optimization. The jungle of terminology ensures that many website operators do not like to deal with the subject of technical search engine optimization. For example the robots.txt. The text file is an essential part of the website and controls the crawler specifically via the website. In this way, websites can be specifically excluded from crawling via the robots.txt, and thus the indexing of the pages can be controlled.
A common mistake on many websites is the stubborn non-use of robots.txt on websites. This is accompanied by the waste of crawling budget that every website is entitled to. Every website has a certain budget for pages that are checked for ranking factors by the search engine’s robots. This budget is in. Ideally, the crawlers should only try to index those websites that have tangible added value for the website visitor. For example, if the website has pages with duplicate content, the duplicate content should be shown so that no crawling budget is wasted on these pages.
The sitemap is also an essential point of reference for search engine crawlers. The sitemap gives the crawlers an indication of which subpages are desired for inclusion in the index. Sitemaps should be kept up to date and have a good structure. So nothing stands in the way of the crawlers during indexing.
The problem of duplicate content
It is important to avoid duplicate content on your website, as this can permanently damage the ranking of the page. But from a technical point of view alone, there are plenty of ways in which duplicate content can arise unconsciously.
The most common problem is when the website can be accessed under HTTPS and HTTP. This is to be avoided with a 301 redirect or also by using the canonical tags and informing the search engine that the HTTPS version should be indexed.
It is just as problematic if the website can be accessed at both www.mastersite.com and mastersite.com. At this point, too, you unintentionally generate a lot of duplicate content, which must be avoided with the help of adjustments in the .htaccess.
Especially in online shops, duplicate content is a huge construction site: Here, a large number of online shops use the same description texts as the competition, which leads to massive amounts of duplicate content. If your own content production does not pay off, you should refer to pages to be indexed from such pages using canonical tags, such as optimized category pages.
Technical SEO and laaaaaade times
Especially with regard to website performance, there are many ways to make your website faster. For example, it is recommended to compress image files and thus reduce loading times. In addition, it is advisable to activate browser caching in order to keep loading times significantly shorter.
In addition to the well-known optimization measures such as the adaptation of the metadata, the optimization of all on-page factors, and content marketing, one should always have a look at the technical aspects of search engine optimization. The targeted handling of crawling and indexing budgets in combination with sustainable and beneficial content marketing will put your website in the fast lane in the long term. I would like to help you.