If there is an unsolved technical issue then your website’s ranking and traffic will suffer. It doesn’t matter how great your content is. That’s why SEOs need to conventional check the health of their properties.
Ashley Berman Hale, a VP, professional services at Deepcrawl said in her session at SMX Next that “Technical SEO needs to be aware of and support all functions of the business that have anything to do with the website,” We are nothing if we don’t have the support, the buy-in and the understanding of the challenges of our colleagues and what they need.
She also added, “You have to have a return on your investment,” It has to be sustainable — you have to be able to grow in a way that allows you to not just manage tech debt but to innovate and become the best in class. That’s what you need to succeed in organic search.”
Taking control of your website means identifying the most crucial technical issues. Here are three ways Hale suggested marketers check their site’s SEO health.
Analyze website crawling
Hale said, “Crawling is driven by links, it’s how the Internet works. It’s one of the most powerful assets you have when working on your site. Your links are a way for you to determine what pages are the most important content, and not all of your votes are created equal.”
“There is a way for you to heavily optimize and influence what Google sees as the most important pages of your site and where it [Google] should be driving that traffic,” she added.
Berman suggests performing a technical link survey of your website to decide how much priority it’s giving to specific links. Preferably, reviewing links coming to your site (backlinks), this evaluation shows you where your links are headed, what anchor text is used, and more.
Once your site links are sorted, it’s a good idea to review log files and sneak stats. These show how Google and other search engines clarify these signals.
She also said, “It’s great to see where Google is spending time. Look in GSC (Google Search Console)— the crawl stats area and the coverage report — then test individual URLs.”
Ensure search engines are rendering pages correctly
Website dragging is just one piece of the technical SEO puzzle — crawlers need to give those pages. If your site content isn’t advanced for those bots, they won’t see it and it may not be provided correctly. To avoid this, marketers need to present their content in formats that both searchers and crawlers can view.
On this, she said, “Anything that requires a click from the user or needs the user’s engagement is going to be difficult if not impossible for bots to get. Go to your most popular pages, drop some important content in quotes in Google and then see if they have it.”
“Another thing that you can do to see rendering is to use the mobile-friendly tool in Google to give you a nice snapshot.”
Review indexing for your site’s pages
Once Google and other search engines are dragging and giving your site correctly, spend some time discussing your indexed pages. This can give you one of the understandable pictures of your site’s health, highlighting which pages were chosen, which were prohibited, and why the search engine made those decisions.