There are always big discussions about on-page and off-page search engine optimization (SEO), but there’s one more aspect that businesses should pay attention to technical SEO.
While it’s still an aspect of on-page SEO, technical SEO is another matter in itself. It’s the process of improving the behind-the-scenes of a website, which helps ensure that everything is working according to standards set by search engines. That way, businesses can get higher rankings on Google, Bing, and others.
At 7ten Digital Marketing, we’ve shared a basic guide about technical SEO and how businesses can improve theirs, especially ones that belong to the healthcare industry. Keep reading to learn more.
What Is Technical SEO
As the name suggests, technical SEO leans more toward the “technical” aspects of a website. These are the aspects that make it easier for a search engine to crawl and index pages, a process of scanning pages to quickly show search results to users at a later time. A website that’s easier to index will be more understandable for search engines, allowing them to include it on the results page and rank it higher.
That’s just scratching the surface. There are many other aspects of technical SEO that companies must address on their website, which we’ll discuss in depth at another time.
Importance of Technical SEO
A company can master keyword research or link-building, but all that effort might be rendered useless if they neglect its technical SEO. Technical SEO is one-way businesses can ensure that their website doesn’t have serious issues on the back end — ones that can harm user experience and cost them valuable resources.
Sometimes, simple mistakes make it impossible for a search engine to crawl and index a website. Other times, a website could have poor performance that makes it hard for visitors to make purchases, affecting a company’s revenue. Technical SEO can detect and address all of these concerns.
How To Improve a Website’s Technical SEO
Make Sure To Have an SSL Certificate
A secure sockets layer or SSL creates an encrypted link between a browser and a web server. Having an SSL certificate helps websites tell search engines that customer data and privacy is secure from hackers and other malicious elements. Given this assurance, it’s no surprise that search engines prioritize websites with SSL certificates.
Improve Site Architecture
Site architecture refers to how pages on a website are organized. Search engines are looking for a structure that’s flat, meaning that users can visit any page with just two or three clicks. This is a major consideration for healthcare websites since there can be lots of services, products, and treatments with dedicated pages.
Use a Consistent URL Structure
A uniform URL structure makes it easier for users and search engines to understand where they are on a website. In addition, a consistent URL sequence allows search engines to display related links on the results page, which can improve clicks and engagement. Companies need to make sure that their URL structure is logical and consistent for improved technical SEO.
Take Advantage of Breadcrumbs Navigation
Breadcrumbs are an extra navigation feature that helps site visitors understand where they are on a website. This is a sequence of links showing where the user is with respect to higher-category pages. With the added internal links, the site architecture is further solidified. This helps search engines easily crawl and index the pages.
Use Schema Markup
Schema markup is a form of microdata that search engines use to understand the contents of a website. This hastens crawling and indexing and also provides “rich snippets” that search engines can display on the search results page. This can invite more clicks and higher engagements.
Make the Website Mobile-Friendly
One aspect of technical SEO is responsiveness. A website must remain navigable and readable on any device, no matter the screen size or format. That’s why search engines, especially Google, prioritize mobile-friendly websites. Companies must ensure that their website is responsive to whatever device a visitor is using, especially mobile phones.
Work With Technical SEO Experts
Given how complex technical SEO can be, it’s understandable for companies in the healthcare industry to let someone else take care of their needs. 7ten Digital Marketing can provide top-notch solutions in this aspect of SEO and provide other kinds of online marketing services. We’re the trusted team of experts that leverages years of experience, resources, and in-depth knowledge. Contact us today and let us know how we can help.