Technical SEO

When we talk about Technical SEO, our focus is on the underlying architecture without which search engines would not be able to find, crawl, index, and rank content on your site. Addressing issues from server to CMS and from overall site structure to content rendering on individual pages, Technical SEO is the rising tide that lifts all boats.

Our Strategic Approach to
Technical SEO

AUDIENCES

As more sites look to shift to new platforms that better serve the audience’s needs, site migrations are one of our specialties, along with structured data, internal linking, and more.

CONSUMER DECISION JOURNEY

A well-architected site helps ensure optimal visibility in search. And when you provide the best experience for search engine spiders visiting your site, users at each stage of the Consumer Decision Journey benefit as well, by way of site performance and other elements.

CONTEXT

As the online audience shifts more toward mobile experiences, we balance desktop recommendations with those for mobile to ensure your audience has a positive interaction regardless of platform or device.

Ready to meet your dedicated technical SEO expert? Let’s chat!

Optimizing for the
Digital Context

First came the single site, then came the desktop site and the mobile site. Now users and search engines want a seamless experience regardless of platform or device. They want to be able to find the information they need quickly. Technical SEO focuses on structuring sites that work on every device with minimal friction for the user. It makes it possible for search engines to serve up the exact result your audience needs without excess clicking or searching. Our context solutions include: site structure optimization, content siloing, site migration support, site redesign support, and mobile optimization, voice search recommendations, page speed optimization, and accelerated mobile pages.

Site-Structure-Optimization-and-Content-Siloing

Site Structure Optimization and Content Siloing

Designing a well-structured website and properly grouping content into relevant silos is important from both a search engine optimization and usability perspective. A hierarchical site structure starts at the homepage and may flow into category, subcategory, and product pages, with more specific information provided as the visitor moves deeper into the site. Site structure optimization involves an analysis of crawl paths and URL structures to ensure that the site is easy for users and search bots to navigate, which can in turn improve search visibility in the form of improved sitelinks and search rankings.

Content siloing groups related pages within the same subdirectory, improving topical authority on the site and ensuring that it is properly optimized to target relevant topics and keywords.

In tandem, site structure optimization and content siloing help users navigate a website more easily, which ultimately improves the likelihood of generating conversions. Site structure optimization and siloing are a standard part of The Search Agency’s comprehensive and holistic approach to technical SEO.

Site-Migration-Support

Site Migration Support

Site migrations come in many different forms, and each presents its own set of risks and challenges:

  • Server migration: While this may not require any changes to the URLs or on-page content, it is crucial to ensure that all SEO elements are maintained, from .htaccess specifications to page speed considerations.
  • Domain migration: Changing every single URL on a site requires absolute diligence to ensure authority is passed along correctly and visibility is maintained.
  • Platform changes: Switching to another CMS or otherwise making changes at a platform level can be incredibly complicated, with changes to URL structures as well as the structure of the site itself.

Even standard optimizations such as URL structure improvements can involve migration-like procedures to ensure the site’s organic authority is retained. In all cases it is important to have a process in place to avoid catastrophic damage to a site’s search visibility, as this can translate to lost revenues over an extended period. The Search Agency has extensive experience with site migrations of all sizes. Whether you need to migrate a series of microsites or a multimillion-page primary domain, we can put together a strategy that fits your needs and walk you through any difficulties you may face.

Site-Redesign-Support

Site Redesign Support

Sometimes a site has outlived its usefulness and requires a complete redesign. An existing site relying on older technologies or outdated marketing strategies may be ineffective at achieving business goals. When building a new site to replace it, there are many technical, marketing, and business considerations to incorporate. Our team of experts is attuned to all of these needs and can help with strategic development, best practice recommendations, and innovative technical work-arounds to make sure you get the most out of your investment in a new website.

Mobile-Optimization

Mobile Optimization

People are spending more and more time on their mobile devices, and Google is well aware of this fact. They’ve announced the creation of a mobile-first index that will primarily crawl the mobile version of a site’s content to determine how it should be ranked. As such, the need to maintain a mobile-friendly website is stronger than ever. Even if your site follows basic SEO best practices, you will still need to take a few additional steps to be ready for mobile-first indexing. If the primary content and markup is not the same across your mobile and desktop sites, you should consider making some major changes to your site to make sure you’re not inadvertently turning mobile visitors away and losing significant traffic. Our experienced experts at The Search Agency can help you to optimize your content and site experience to drive mobile SEO results.

voice-search

Voice Search Recommendations

With the rise of voice assistant technology and smart devices such as the Amazon Echo and Google Home, voice search is the next frontier of SEO. According to Google, 72 percent of people who own voice-activated speakers use them every day. So, of course, The Search Agency is staying ahead of the curve by providing thought leadership and strategies to ensure our partners a presence within this new and exciting space.

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Page Speed Issue Mitigation

The speed of your website has a direct impact on site conversions and interactions. Page speed is also a direct ranking factor and is especially important for mobile visitors. Sluggish pages are not always easy to diagnose and fix, but by helping to deploy the right optimizations to a server infrastructure, TSA can help any website capitalize on more engagement from users, generate leads, and satisfy customers.

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Accelerated Mobile Pages

Google rolled out Accelerated Mobile Pages (AMP) in 2016, and since then this technology has grown from something that was limited to article pages appearing in Google’s “Top Stories” in mobile search results to an important tool for publishers who want to provide lightning-fast results in all areas of their sites or social platforms. The Search Agency can get you started with AMP, whether you use WordPress or another CMS for content publication, and we can also audit and troubleshoot existing AMP setups to ensure your AMP content is being delivered as reliably and smoothly as possible. Here are several benefits of implementing AMP on your site:

  • Increased page speed: By creating lightweight, alternative versions of your pages, you can ensure that your content loads almost instantaneously for users. Among other things, this helps improve bounce rate.
  • Potential to improve rankings: While Google hasn’t stated AMP carries any direct rankings benefits, we know mobile page speed is now a ranking factor. Additionally, AMP pages are more likely to appear in the Top Stories modules in mobile search results, bringing your content closer to the top of the SERP.

Like what you’re hearing? There’s more where that came from – contact us for a free technical SEO consultation:

Guiding Users Along
the CDJ

Structuring your site to operate smoothly on all platforms is just part of the Technical SEO process. Technical SEO can also assist with guiding customers through the Consumer Decision Journey, by helping them find the information they need at their specific spot in the purchase funnel. Some of the tools that help with SEO for the CDJ are XML sitemaps, duplicate content reduction, URL confusion reduction, navigation and indexing issue reduction, structured data markup, social markup, deep linking/app indexation, and internal linking.

sitemap

XML Sitemaps

XML sitemaps are files that tell search engines where to find pages you want to be indexed and ranked. XML Sitemaps are important for SEO because they make it easier for Google to locate pages and provide valuable information such as the last-modification dates for each URL. TSA has helped a variety of clients in different industries create effective XML sitemaps. Other than standard XML sitemaps, there are also specific formats for various uses, like:

  • News: News sitemaps facilitate the crawling and indexation of newsworthy article content so that it may appear in News results as soon as it is published.
  • Images: Image sitemaps help search engines find the images on your site and give them a better chance of appearing in image search results.
  • Videos: Video sitemaps provide additional information about the video content on your site, such as duration, expiration date, and subject matter, for better placement within search results.
  • Global sites: These attributes help Google serve the correct language or regional URL to searchers.
duplicate-content-reduction

Duplicate Content Reduction

Duplicate content reduction is the removal or consolidation of pages that are similar enough to rank for the same keywords. It’s important to rectify this issue because it can hinder a website’s ability to rank as highly as possible in search results. Contrary to popular belief, there is no duplicate content penalty. Instead, duplicative pages split authority and reduce organic search visibility. We have helped a variety of clients across business categories overcome this issue and improve their website’s visibility in organic search results.

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URL Confusion Reduction

URL confusion is a situation where there may be many versions of a single page located at different URLs. E-commerce websites often have this issue on their product category pages: when a filter is applied, the URL gets modified with parameters to reflect the filter, but most of the content stays the same. If a search engine sees two or more versions of the same page using slightly different URLs, it will struggle when deciding which page to show in search results, and value will be split. This will affect a business’s visibility in search results. We have extensive expertise in rectifying URL confusion and making sure search engines have a clear understanding of which version of a page should be displayed in search results.

URL-Confusion-Reduction

Structured Data Markup

If you want your website to take control and stand out in search results, optimizing how your pages present prices, star review ratings, events, videos and other key elements in the HTML can result in site “snippets” — small details from the page — inserted directly into organic search listings. The Search Agency’s experience with site markup can make it easier to stand out. We’ve helped clients launch structured data in multiple formats, including:

  • JSON-LD: JSON-LD is lightweight and easy to use, as it is a block of standalone code embedded within a <script> tag, and can be dropped anywhere within the <head> or <body>; of a page. Google recommends using this format whenever possible.
  • Microdata: Microdata is more difficult to implement than JSON-LD, because it uses HTML tag elements that must be integrated with your existing HTML code. Additionally, it never became a W3C recommendation, so this specification is generally deprecated.
  • RDFa: RDFa uses HTML tag attributes similar to those used by Microdata. However, it is more easily extendable than Microdata, and is a W3C standard as well.<span data-mce-type=”bookmark” style=”display: inline-block; width: 0px; overflow: hidden; line-height: 0;” class=”mce_SELRES_start”></span>
    </script>
Backlink-Analysis-and-Strategy

Social Markup

Social markup, such as Open Graph and Twitter Cards, allows you to take control of the way your content is displayed when shared on social media, increasing the likelihood that users will notice your content when a friend promotes it. While this markup may not be a firsthand ranking factor, social shares are an important part of link-building (not to mention a direct traffic driver). The Search Agency can help optimize your social markup to best reflect your content and earn more shares.

Deep-Linking-App-Indexation

Deep Linking / App Indexation

Deep linking allows search engines to index content found within your app, so deep app pages may actually be surfaced in mobile search results. This allows you to maintain greater control over the experience users have when accessing your content, giving you the potential to increase engagement metrics significantly. Mobile users don’t even need to have installed your native app: when these links are surfaced in search results, they can prompt users to install the app, driving up app-install numbers. The Search Agency has been following Google’s developments in app indexation from the first Android-only specs to the latest Dynamic Link recommendations that encompass iOS as well, and we have the expertise to guide you through this process.

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Internal Linking

Internal linking goes hand-in-hand with site structure optimization as a powerful way to drive value and relevancy signals to the strongest pages on your site so they may rank for important keywords. The Search Agency analyzes things like link volume and link text, as well as many aspects of crawlability, to guarantee value is flowing through your pages in the most optimal way, and getting where it needs to go.

So far, so good? Let’s skip the small talk – our team of technical SEO specialists can’t wait to dive in and grow your business!

Targeting Your
Audience

Sites with large local or international components need to mitigate frustration for customers who may otherwise land on the wrong pages. Two technical SEO tools to ensure that your audience finds the content intended for them are international SEO and local SEO.

international-seo

International SEO

International SEO refers to the best practices and techniques used to help a website rank well organically in its target countries. Expanding your website globally, creating pages in multiple languages, and targeting audiences in different geographical regions can be challenging. Any time there are multiple versions of a site, all potential issues can be multiplied. To handle this kind of complex web strategy, you need an effortless way to create and manage all of your content for each market.

The Search Agency can help increase your global sales online by making sure all international sites have been set up with proper hreflang language tags and URL structures so your content reaches the right users.

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Local SEO

Local SEO is a subset of traditional search engine optimization that is focused on getting your business to rank well for relevant searches performed near your location. If your business is highly dependent on local customers, you’ll need to employ these techniques to effectively market your company online. Local SEO has grown significantly over the past few years, especially given the increased number of smartphones and on-the-go searches. Local search result pages have unique placements, such as local packs and Google Maps integrations, that require specialized strategies to target. The Search Agency’s local SEO service is focused on getting your business in front of nearby prospects.

Ready to get started? Good, we are too. Our technical SEO team is standing by, ready to improve crawlability and exceed expectations!