What is required for effective technical SEO?

Technical SEO should optimize a site so search engines can easily find and relay content, and users aren’t confused or wary when attempting to access it.

All sites should use industry-standard setup tools such as Google Search Console (GSC), Bing Webmaster Tools, Google Analytics etc. in order to verify a site is configured correctly and being processed by search engines.  Only with proper setup can search engines (and others) see the site correctly. Similarly, using sitemap files, robots.txt file, and structured data helps search engines understand the overall site, structure, and pages. HTTPS has been standard for a decade, and a prerequisite for any website. Users today are reluctant to buy if the brand checkout page contains an “unsecured” message.

Other technical SEO components simply make accessing websites easier (often for search engines and visitors).  Shorter, clear URL structures are memorable, and highlight keywords.  Broken link dead ends, inaccessible orphaned pages, and duplicate content are easily fixable with most site maintenance tools, and help visitors and search engines find and understand content.  Page speed can be measured in Google Search Console (GSC) or Bing Webmaster Tools, and reducing load time can head off user experiences that will diminish traffic and sales.

Finally, with more than half of all searches occurring on mobile devices, mobile optimization is no longer optional.  Instead, mobile optimization is a question only of which techniques to combine for the best experience: image and video compression, short titles and headers (consider SERP display), accommodate “fat fingers” in design, and optimize for local searchers with immediate transactional needs of high intent.

Learn more about SEO here.