The technical side of SEO is an increasingly important part of SEO. We’ve all heard the term content is king. I’m not saying it’s not, but it’s not 2002 anymore. There’s a lot more to it today than there was 15 years ago, or even 5 years ago for that matter.
Good tech is good for business
We may not want to spend the time or money on a modern website. Especially if you already ‘have a site that works’.
It may appear to be an unnecessary cost, but I assure you it is a sound investment. There are endless amounts of research that show the benefits of modernizing your web stack.
- Higher user engagement. Faster more responsive, more engaging websites will make your users want to spend more time on your site and learn about your product or service.
- Better for SEO: With greater speed, automated JSON-LD schema generation for every page, and other benefits of a modern web stack, your sites crawl-ability will improve. Google and other search engines will be indexing your site better and more frequently.
- The long term organic improvements: Primarily for the reasons above. This is a mitigating factor of the cost that must be considered when weighing whether or not an upgrade is needed for your web presence. It may be a big upfront cost but it will in the long term add much more value. It adds value to every other part of your online marketing plan.
Technical SEO is a lot more than site speed. Truly good technical SEO starts from the bottom. It’s controlling exactly how your links show up on google and help them rank higher.
There’s still A LOT to be said for the ‘content is king’ mantra. Without good content, it really doesn’t matter how good your tech is, how fast your site is, or how good your schema is. Web marketing is all about providing the best value and user experience to the user.
You may have heard people (likely older SEOs trying to stay relevant) say that technical SEO is just “SEO makeup”. Meaning it’s nice to have but at the end of the day isn’t essential. I couldn’t disagree more. Google has released a number of algorithm updates over the past year that has changed the game. These updates put a LOT more emphasis on having a technically sound site. These updates have seriously changed up the rankings and crippled a number of businesses.
The internet is massive and growing by the second
The web has changed a lot over the years. I know nobody likes to think about the humans behind google or the fact that in reality, they have the same exact limitations as everyone else, just a higher budget. Because of the massive size of the internet, they have to limit a crawl budget (time to crawl a site) for each site. If your site takes too long to crawl your rankings will suffer.