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Why businesses should invest in Technical SEO Services

Technical Marketing Strategist

Technical Marketing Strategist
As Rawnet's Technical Marketing Strategist, Harry has played a pivotal role in shaping the digital presence of esteemed clients like Hornby and Whistl. Since joining the agency in 2017 as an Acquisition Specialist, he has showcased exceptional growth, evolving his role to bridge the gap between marketing and development. With a keen eye for technical intricacies, Harry excels in the realms of technical SEO and website maintenance, collaborating seamlessly with the development team. His journey exemplifies a commitment to staying at the forefront of digital marketing trends, transforming challenges into opportunities.

A robust online presence is non-negotiable for businesses aiming for success. 

While content creation and social media marketing are vital, technical SEO services often fly under the radar. However, it is crucial in enhancing website performance and user experience. This article explores why businesses should invest in technical SEO, delving into what it entails, how it works, and its impact on website ROI.

What is technical SEO?

Technical SEO refers to the optimisation of a website's infrastructure to improve its visibility and ranking in search engine results pages. Unlike content SEO, which focuses on optimising the content for keywords and relevance, technical SEO deals with optimising the build and structure of a page. This includes tasks such as site speed optimisation, mobile-friendliness, crawl budget efficiency, and much more. It ensures that search engines can crawl, index, and understand the website effectively. 

What is a technical SEO site audit?

A technical site audit is the use of tools to find, log, and then subsequently fix technical SEO errors on a website. The issues found are usually logged by three levels of seriousness:

  • Errors - the most important issues
  • Issues - medium critical issues 
  • Notices - minor critical issues

Technical SEO audits allow you to visualise where errors on your website are. You can use this information to separate CMS issues (meta data, broken links etc.) from back end issues (hreflang tag issues, server errors etc.), allowing you to efficiently tackle each problem. 

A technical SEO audit service provides clients with a comprehensive analysis of their website's health, highlighting areas that need improvement to enhance search engine visibility. Additionally, it offers actionable recommendations to resolve identified issues, ensuring the website meets best practices for optimal performance and user experience.

How does technical SEO work?

Technical SEO works by enhancing the backend elements of a website to facilitate better interaction with search engines. Consistent technical SEO tasks include:

  1. 1. On-page error fixes which can be anything from a broken link to hreflang tag implementation. These tasks are usually helped by the use of auditing tools such as Screaming Frog or SEMrush to highlight where errors may be. Fixing these errors ensures that users and search engines can easily understand the content of your website and execute user journeys without issue.
  3. 2. Optimising your website for search engine bot crawlability by improving the efficiency of your crawl budget. This means properly utilising your robots.txt file, your sitemap.xml file, and internal linking to ensure that high-value pages are properly indexed.
  5. 3. Using tools to measure site speed and removing obstacles that cause pages to load slowly. Google Search Console and Lighthouse categorise these issues based on the effect they have on the first contentful paint, the largest contentful paint, the time to interactive, and many more. Slow page load is primarily a UX issue directly linked to overall website ROI. Studies show that slower pages lead to increased bounce rates. This allows marketing managers to forecast revenue based on increased page speed.
  7. 4. Structured data is the use of schema markup to improve how search engines interpret data. Implementing structured data helps search engines understand a page's content, which can lead to enhanced SERP features like rich snippets and knowledge graphs.

How does technical SEO improve website ROI?

Investing in technical SEO services can yield significant returns by improving performance metrics directly impacting revenue generation. Here’s how:

    1. 1. A technically sound website ensures a smooth, fast, and enjoyable user experience, reducing bounce rates and increasing  engagement. When users have a positive interaction with your site, they are more likely to convert.

  2. 2. Improved crawlability, indexability, and site speed all positively impact a site’s organic rankings. Higher visibility in search results leads to increased organic traffic to key pages, which in turn are likely to lead to a conversion.

  3. 3. As your website ranks higher and becomes more accessible to users, the volume of traffic increases. Utilising an optimised user experience and high-value content will help drive conversions which in turn boost sales and revenue.

Why Technical SEO Services are essential for digital success

In the competitive online market, technical SEO services are not just an option but a necessity for businesses seeking to optimise their digital presence and enhance their ROI. By investing in technical SEO, businesses can ensure their websites are easily accessible, fast, secure, and user-friendly. By improving these aspects, a website will see improved organic rankings and higher conversion rates.

Ultimately, a well-executed technical SEO strategy can provide a sustainable competitive edge and significant returns on investment, making it an indispensable component of any digital marketing strategy.

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