The Importance of Technical SEO on Your Business Website

During the last decade, no other channel has undergone as many changes as SEO. It continued to evolve through algorithmic advancements and proved to be something indispensable for a successful digital strategy. As a matter of fact, more than half of online traffic, 51%, comes from organic search.

SEO has now become mainstream practice across businesses. But let’s get real for a second: successfully using SEO requires new competencies and ways of working, especially in an increasingly competitive environment.

The landscape of search fundamentally has changed. As Google Assistant comes into over 5,000 devices and because voice search is on its rise, the center of search is really becoming less focused. That SERP we knew and loved doesn’t look exactly like that anymore. It’s dynamic, it’s visual, and it’s omnipresent.

This has changed organizations from the inside out. SEO is not a lone discipline anymore; it’s a team sport, where several specializations need to come together to see the best outcome. Technical SEO remains at the heart of this collaborative process and still forms the bedrock upon which any successful strategy should be built.

History of Technical SEO

Technical SEO has always played an integral part in the drive to top quality organic search traffic. However, the skill sets used have certainly altered with time.

In the nascent days of SEO, technical skills were of essence. Crawling of websites developed into a key consideration in developing an SEO strategy.

The content was relegated to the background and used only as a carrier to fit in keywords to get better rankings. With time, link building became an important aspect. All thanks to Google’s innovation of using links to evaluate and rank content.

What wasn’t changing, however, was the marketer’s objective to drive organic search traffic that converts on the marketer’s website. So a constant game of cat and mouse was being created, where certain marketers would stop at nothing to get high search rankings.

When Google countered keyword cloaking, link buying became the manipulative tactic. But when algorithm updates like Panda and Penguin came along. Most of these unscrupulous practices were foiled, and the talks about the death of SEO started re-emerging-though this time, it was for a short while.

These talks missed a crucial point-as long as people use search engines to find information, SEO is going nowhere. The industry has moved on and adopted new-age SEO practices, most notably its integration with content marketing. The good stuff is now rewarded with better search visibility.

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As a result, SEO has grown from a pure technical specialty into a more holistic discipline that also encompasses creative content which would appeal to the usually “right-brained” people. This evolution has restructured SEO groups to work in conjunction with other digital marketing teams.

Particularly, technical SEO now includes all the best practices in search engines, leaving no room for manipulation. This has been a very relevant specialization. It has recently resurfaced because senior marketers recognize its resurgence in driving performance and its compliance with search engine crawlers.

There are four main aspects to consider within this context:

• Site Content: The content on your site should be crawlable and easily indexed by the major search engines. That includes the usage of log file analysis in understanding the access pattern, and using structured data as a means to facilitate effective and efficient access to the elements of content.
• Site Structure: It is important to create a logical site hierarchy and URL structure that will help search engines and users find the most relevant content. This should facilitate the passing of internal link equity deeper into the site, improving overall accessibility.
• Conversion: Anything that stands in the way of a user being able to progress through your site should be found and fixed. Fixing these problems can improve the user experience and make visitors more likely to become customers.
• Performance: Technical SEO has grown to be a niche for which site performance alone seems to be the point of it all. Where once it was an essential practice, today marketers of every hue are coming to realize that technical SEO is so much more than “housekeeping.” Optimize the above-mentioned areas and you’ll realize better site performance both on search and beyond.

Given the changing nature of technical SEO and the wider scope, it begs the question if “SEO” can define the breadth of what we do.

Redefining Our Scope on Site, Search, and Content Optimization

The term “search engine optimization” no longer adequately captures the breadth of our work as digital marketers. As our responsibilities extend to include content marketing, conversion rate optimization, and user experience. It is time to reevaluate our terminology.

Our work encompasses several key areas:

Optimizing the Site for Users

Our focus is centered on making the website fit for all users’ needs and satisfaction. This ranges from providing an easy web interface and smooth navigation to even making its content more accessible, especially for major search engines and social networks.

Creating Engagement for Content across Channels

We create engaging content and connect with the right audience across various marketing channels. It is our aim to drive results with compelling content for better engagement by keeping the user’s behavior and preference in mind.

Embracing Convergence: SEO and Content

Research indicates that most marketers still view SEO and content as interconnected practices, and we should begin to view our skill sets as some sort of site, search, and content optimization mashup. The search engines aren’t about the blue links anymore, and neither should we.

Our task is to appear for consumers wherever they’re searching, understanding the diversity of contexts in which consumers search and consume content. This broader perspective fits better with SEO’s key role in strategies of both digital and business fronts.

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As innovations such as Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWAs) gain momentum. The brands will be compelled to have a web presence that is nothing but superior for the modern consumer’s needs.

“Mobile-first” is a term holding a heavy weight in regard to audience engagement but largely also as a technological consideration: with PWAs starting to rise onto desktops, this pushes the envelope further for cohesive site experiences, mobile-first.

It’s clear that these developments go beyond the realm of ‘Search Engine Optimization’. It’s also likely, however, that SEO professionals will again be in the vanguard of change for their companies.

Brands need to look beyond the search box and ideate newer discovery points of content for a consumer. So, for the real translation of emerging consumer trends to business opportunities, it needs an unlike approach in SEO that integrates site experience optimization along with core SEO skills.

The Hats and SEO 

No matter the name you refers to it, it is necessary to understand that SEO was and will always be a collaborative discipline. From early days of collaboration with a web development to today’s role alongside content, collaboration is the core of SEO.

To breath life into this collaborative concept and seamlessly integrate the different skill sets required for the modern organic search campaign-it is useful to consider models that facilitate collaboration.

Discussion within SEO so often revolves around black hat and white hat practices, occasionally gray, we can use Edward de Bono’s Six Thinking Hats to provide structure in collaboration.

Each “hat” denotes a different style of thinking and separates the respective roles there are for accomplishing any given feat, whether that be within distinct departments, people themselves, or their specific frame of thought at one given time.

It seeks to reinforce the process of collaboration while limiting subjective influence by going through each and every challenge in depth from every perspective possible before making the next move. This enables holistic vision about the problem to be had and calls for decision-making that is multi-faceted.

Through collaboration, using frameworks like the Six Thinking Hats will enable us to tap into the collective intelligence and a diverse skill set within our teams to drive better, more informed outcomes in SEO.

• White Hat

White Hat thinking, well known for all the SEO specialists, is all about using just facts, statistics, and data points. It is the most objective attitude that one may have while discussing any given situation.

Who requires a White Hat SEO?

Naturally, this type of attitude will attract the following groups: Data analysts and Analytics specialists.

Why White Hat for SEO?

Looking at the data in and of itself is a perfect starting point for discussions. It keeps one’s attention riveted on the objective realities of cross-channel performance. However, it has to be remembered that data out of context lacks meaningful insights and understanding of consumer behavior. Thus, this approach, when used in isolation, may lack the depth required to fully comprehend and engage with consumers.

• Yellow Hat

The Yellow Hat approach brings optimism to the discussion of what potential benefits a strategy can bring to both the brands and the consumers.

Who needs Yellow Hat SEO?

Yellow Hat approach is an optimistic state of mind which anyone involved can wear, or all the parties involved can wear over a period of time. Or it can also be assigned as a responsibility to a particular person. What matters is that some structured approach is maintained in the process.

Why Do You need Yellow Hat for SEO?

Sometimes, because of the number of ideas, there is a tendency to reject some before fully considering their potential. With the alternative perspective, one can explore an idea fully-even if it is only to retain some part of the idea. This way, no idea is prematurely discarded and its valuable aspects lost.

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• Black Hat

Although the Black Hat concept may be considered to be against the very spirit of the advanced SEO professional, it has merit in this context. It can be used synonymously with the “devil’s advocate” approach whereby a person deliberately points out impediments and risks for the project. This negative perspective is important to identify challenges and creates an opportunity to test the strategy from all aspects.

Who needs a Black Hat SEO?

While it is hard to pinpoint the finger on one role or person, it is better to be wary with those offering SEO solutions without giving any transparency to their methods. Beware of the possible dangers that come with such practices. Moreover, it is also very important to remain vigilant in searching out negative SEO attacks that could bring down the visibility and ranking of your website.

• Red Hat

The Red Hat perspective is all about feelings and emotion and often represents our intuitive response to something. This can be a real positive when working on a digital project as it counterbalances a very logical data-driven approach. We will introduce emotion into the decision-making process, and cover things that might not be considered in a purely data-driven approach.

Who does a Red Hat SEO?

This role can be better adopted in the Red Hat approach when it’s assigned to a person who has close involvement with the target audience or somebody who has expertise in the analysis and interpretation of audience data. Thus, this person’s feelings and understanding about the audience, their emotions, and preferences can contribute effectively to decision-making from a human-centric approach.

Why do you need Red Hat for SEO?

First impressions mean everything in the fight for precious consumer attention, at least in a world of shrinking attention spans. Content marketing campaigns are remarkably dependent upon making a great first impression, which is often when trusting our gut and listening to it becomes worth the while. Sometimes, gut instinct plays an important role in helping to make a strategy work well, right from creating engagement with the audience at the very beginning.

• Green Hat

The Green Hat way adds some creativity to the process and spontaneity, offering a completely new look at problems. In place of obstacles, the Green Hat sees an opening for new opportunities, innovative approaches, and solutions. This is all about creative thinking outside the box into new unexplored territories where an opportunity for novelty, unleashing unseen potential, may prevail.

Who needs a Green Hat SEO?

While creativity is something not necessarily confined to any personality type, making the person who does not mind speaking his or her mind with a group the Green Hat can be useful. In such a case, the candidate should be resilient and able to bounce back and should not get discouraged in case the ideas are not readily accepted. His openness for sharing and his perseverance will help the team in a creative milieu that would generate fresh thoughts and ideas.

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Why do you need Green Hat for SEO?

While best practices can provide a solid foundation, they have their limitations. They act as a levelling force, but it is the introduction of new ideas that truly sets us apart. In our relatively young industry, there are numerous unexplored paths waiting to be discovered. The Green Hat approach introduces the essential elements of innovation into discussions, allowing us to explore new territories and push the boundaries of what is possible. It encourages us to think beyond the established norms and embrace a spirit of creativity and exploration.

• Blue Hat

The Blue Hat plays a crucial role in organizing the thinking process and assumes ultimate responsibility for integrating the various elements into a coherent and unified whole. This role ensures that all perspectives and ideas are considered, facilitates effective communication and collaboration among team members, and guides the overall direction of the project. The Blue Hat brings structure and clarity to the discussions, ensuring that the collective efforts align towards achieving the desired outcomes.

Who needs a Blue Hat SEO?

The role of Blue Hat is ideally suited for the project lead or an individual who closely aligns with the brand’s objectives. Their deep understanding of the project and its goals enables them to maintain focus and provide guidance. Project managers, in particular, possess a natural aptitude for this role, as they are skilled at overseeing and coordinating various aspects of a project to ensure its successful completion. Their organizational abilities and attention to detail contribute to keeping the team on track and driving the project forward.

Why do you need Blue Hat for SEO?

In the realm of SEO, which encompasses an increasingly diverse range of disciplines, the role of Blue Hat becomes indispensable. To fully leverage the potential of organic search, it is crucial for various departments to work together in a synchronized manner on an ongoing basis. The Blue Hat acts as the facilitator of this collaboration.

While the use of actual hats is optional, they may aid in embracing and adopting this collaborative approach.

Irrespective of the presence of hats, these different ways of thinking offer a multitude of benefits across any organization:

• Opportunities to integrate additional digital functions into the SEO process.
• Ways to acquire new skills through practical application and observation.
• Integration of SEO best practices across multiple digital channels.
• A central role for SEO without diminishing the significance of other specialists.

Technical SEO has become increasingly vital in today’s digital landscape.

SEO has undergone significant changes and now forms a crucial part of a broader digital landscape, requiring a different approach to technical skills. In fact, it has evolved into a highly sophisticated and intricate digital channel that surpasses the traditional boundaries of “Search Engine Optimization.”

The fundamental principles of organic search still hold true, but technical SEO has gained overdue recognition as a catalyst for enhancing web, mobile, and device performance. SEO professionals are continuously at the forefront of technological advancements, a trend that shows no signs of slowing down with the rise of voice search, digital assistants, and Progressive Web Apps.

However, to fully capitalize on this opportunity, new methodologies are necessary. This begins with redefining the scope of SEO and extends to fostering collaboration within our organizations. The level of technical expertise required for success has returned to its former significance.

Yet, the key lies in understanding where and how to apply this knowledge to achieve technical success. Concentrate your skills on optimizing:

• Your website
• Mobile and desktop devices
• Mobile applications
• Voice search
• Virtual reality
• Intelligent agents
• Vertical search engines (consider platforms like Amazon, not just Google)

The AI revolution is in dire need of further assistance from technical SEO professionals and data scientists to propel it forward.

By embracing a slightly different perspective on your role and taking action now. Organic search can assume a central position in both business strategy and cross-channel digital marketing. Hire an Enterprise SEO agencies that understand the key elements of technical SEO to boost your website ranking on the SERP which will in turn increase your business revenue.

Would you like to read more about the importance of Technical SEO on your business website-related articles? If so, we invite you to take a look at our other tech topics before you leave!