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Why a Technical SEO Agency is Essential to Your Business

Why a Technical SEO Agency is Essential to Your Business

Yaser Ayub
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November 25, 2021
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8 min
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Search Engine Optimisation in marketing is crucial for sustainable growth and quality lead generation. If you do SEO right, you've hit the jackpot because, once you understand which SEO strategy works best for your business, you can utilise that to continuously drive growth.

There are a lot of agencies that claim they specialise in SEO, but what about the technical side of it? Have you ever given any thought to that?

My expertise in SEO tells me that the technical element of it is the foundation and the heart of SEO. It is also often neglected by bigger agencies! Here I'll explain why an experienced technical SEO agency is essential to your business.

What is SEO?

Search Engine Optimisation - in short, SEO - is the process of optimising your website and content in order to rank high on Google. Optimisation is based on keywords, which are searches that people have looked for on Google.

For example, someone looking to buy trousers online will type on Google search 'trousers for men'. If your business is selling men's trousers and you want to attract this type of customer, you should optimise your website and your content according to this keyword. You would create content based on the keyword 'trousers for men' and your on-page copy would include information and references to men's trousers.

It sounds complicated but - trust me - it's not. I wouldn't be doing this for a living if it was hard. Here I'll show you what SEO really is.

What is technical SEO?

I have worked with many clients who have found me, fed up with agencies they've hired to manage their SEO, with zero results even after six months! This is because the technical side of SEO was neglected.

Technical SEO refers to the technical side of SEO which, once it's improved, ranking on SERP will start improving as well. Marketers should always conduct a technical SEO audit before starting their keyword research because the technicalities are as important as SEO strategy and implementation.

The overall goal of technically optimising your website is to help Google understand your website and help Google crawlers index your pages easier.

Technical aspects of SEO that Yaser UK always implements in their strategy are:

  • Page speed check
  • Mobile usability
  • URL structure
  • Site architecture
  • 404 error pages and 301 redirects
  • Crawl errors

Why is it so important that you technically optimise your site?

Page speed check

This is the first step to any technical audit I do, because this is the first indication that something is not right with your slow website traffic.

Let's start with a simple question: Have you ever waited a minute for a website to load? You clicked out, didn't you?

Slow page speed - meaning the site loading slowly - increases the bounce rate - people clicking out of your site - which greatly affects your SEO, Google ranking and ultimately conversion rates. Google rewards the websites that give customers a better user experience encouraging them to click on their site and explore rather than the ones that they click out of. You need to check your page speed to avoid an increased bounce rate.

A page speed check is fundamental when managing the SEO of your business especially after Google's new Page Experience update starting in August 2021.

These page experience signals will 'measure how users perceive the experience of interacting with a web page and contribute to our ongoing work to ensure people get the most helpful and enjoyable experiences from the web'.

Page loading time is a core element in Google ranking and SEO.

Mobile Usability

Google once again has optimised its algorithm to prioritise great mobile usability.

It's for the obvious reason of people using their phone for the majority of searches with 95% of searches on Google being done through the phone.

Your website should be optimised and mobile-friendly because Google's algorithm boosts a website's ranking when its pages are mobile optimised. If your website is not mobile optimised, then your page will not appear on SERP.

Mobile SEO is just as important and it is now a technical part of SEO.

URL structure

The structure of your URL matters for SEO. Although it plays a minor factor in SEO and search visibility according to Google, it still is important.

A URL link is also a clear indication of what the destination page will be about, both to search engines and to people. It boosts user experience of your website; if the title tag was missing or wasn't very descriptive, the well-structured URL can provide that information encouraging clicks which boost SEO. 

Useful links are a priority for Yaser UK, to ensure visibility and leads on SERPs.

Site architecture

Reviewing your sitemap and website architecture is another priority of Yaser UK when it comes to technical SEO audits and I'll explain why.

A well-designed website is a must for SEO, as you want to help Google crawlers index your pages and website easily. Poorly designed websites cause issues when it comes to indexing all the pages on your website, orphan pages might come up with no link to the actual website.

If you get this step right from the beginning, indexing and crawling will be easy as a strong website structure greatly helps with technical SEO.

404 pages and 301 redirect

Many companies forget to check their websites for any 404 and 301 redirect pages, a technical mistake that affects SEO. A successful website needs you to be alert and aware of broken pages.

  • A 404 page is an error message indicating that the webpage you're trying to reach couldn't be found whether because the user typed the wrong URL or because the page was moved to a different URL.
  • A 301 redirect is when you tell Google that a page was moved to another URL, and which one. You essentially connect the content and page of that old URL to the new URL.

Why does it matter that you check these technicalities on your website? It matters because if people land on broken pages continuously, they won't want to visit your website because it shows it's a poor one. User experience enters the picture again. You have to keep in mind any broken website pages because people tend to want instant gratification. Broken pages do not help that but instead encourage potential customers to click away from your website. This affects SEO too.

Crawl errors and issues

For optimal SEO and results, I always look out for any indexation issues and crawl errors because these greatly affect SEO. When crawlers are not able to index a page, that means that your webpage is not visible on search engines. It is important that we solve these issues immediately.

Search engines like Google use robots to come on your pages and index them. Using the links on your website, these robots discover content on your pages, and these crawlers can help you find any page errors, faulty images, double content or mistakes in title tags. These issues should be fixed as soon as possible as they all affect the technical side of SEO.

Once your page is indexed, it is also visible on Google search engine.

A technical SEO audit should always start with the crawling of your website to make sure that all pages are indexed and work well.

How can our SEO agency benefit you?

I always emphasise that the best SEO strategies are built on core technical SEO practices. Search Engine Optimisation is not just keyword research and then website optimisation, but it's more than that. The technical side is more often than not neglected, and it shouldn't as it is still a part of SEO. If you don't have the correct SEO strategy in place, you will not get the results and quality leads you desire.

An experienced SEO agency like Yaser UK can really help your business reach its objectives by implementing the correct SEO strategy and focus on all aspects of SEO rather than just keyword research.

My expertise in SEO in the B2B and B2C market have given me the insights and the tools to consistently drive organic growth to your website and deliver quality results.

SEO - as well as its technical side - is really important to any business and Yaser UK knows how to do it well. Because once you do it right from the beginning, you can encourage consistent business growth.

Are you ready to get started? So are we.

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Chief Marketing Officer