Backend code

Technical SEO | Website Architecture | What’s not important & what’s not

Why read this page? Might help you stop working solely on technical coding SEO and branch out into creative solutions
Who is this for? Business owners who are using older less innovative SEO companies and are falling behind.

Technical SEO is a fascinating

All search engines have rules, Google included. However, the basic principles are that your company’s website content should be accurate, easy to access, and user-friendly free from glitches and technical surprises.

At VC, we correct all technical SEO issues to promote our client’s services and products within Google. With other SEO companies, it has become a witch hunt. Get your technical SEO correct, and the internet will rain money down on you. If only.

The truth is there is a balance

Perhaps one way of looking at technical SEO is to run a free SEO audit online.

For example, here, we have tested Google.com. Surely if Google wanted perfection in technical SEO, they would adhere to all of their rules? Crawlability, Canonical URLs, Hreflang Links, Doctype, favicon, the list is endless. The truth is a lot of these elements are not Google’s rules, there are coders ideas of what Google is rewarding in terms of mark up code.

Many are redundant.” It has been said that some of Google’s changes have been developed to make advanced optimisation beyond the scope of non-technical amateurs.

Content is King; however, this is not true. Content is only King when you include code and images and content.

  • Code can be divided into server-side, client-side, markup languages, Javascript HTML.
  • Equally, content can be divided into HTML, pdf, docs, csv.

With the introduction of additional markup languages (JSON-LD is Google’s go-to schema markup), Google asks more from website owners to inform it on exactly what the website is about.

So much the changes and optimisation refer to the use of language, words synonyms, antonyms etc. on the website.

Google is clearly asking you, the website owner, to fill in any blanks its algorithms may have in clearly understanding your website.

Therefore, an understanding of this type of coding is paramount to technical SEO. Google is also asking website owners to wrap their content in a website that follows their guidelines. This is actually quite simple once a few rules have been put in place.

However, in our experience, Google is not very forgiving if you cannot keep your house in order, especially when it comes to accessibility.

“However, just creating a purely technically perfectly SEOed website is not the answer to gaining a #1 position in Google.”

Linux browsers are the basis of early optimisation rules

Linux browsers are the basis of early optimisation rules

Other important technical coding factors include page experience. UX has always been important but now Google has defined rules to understand websites that have a good or poor “page experience”.

How it works it VC

  • Everyone who works at VCM can write in HTML. In addition, several people at VC are literate in codes like Python and PHP. Without coding knowledge, a lot of the adaptations that Google has asked for are not possible.

An example of the comprehensive technical SEO checks we make include:

  1. Domain and server including canonicalisation/canonical tags
  2. Google’s indexing of the site/crawl errors
  3. Navigation/site architecture and broken links/elements/404/301
  4. Site speed/image optimisation/sitemaps
  5. Correct use of semantic markup/or structured data, schemas etc.
  6. Google local and other google tools GA, Search console
  7. Mobile optimisation
  8. Site speed
  9. Backlink profiles and possible toxicity
  10. Duplicate content/spelling/grammar
  11. Core metrics

Some of the most exciting work we do here at VCM concerns site architecture and the structure of URLs. Here we also study the relationship between internal and external links and the anchor text used within. We also study the use of language for example trust words and how that language is best interpreted by Google and what the results are. All reports we create around technical aspects are completely understandable and all have productive solutions suggested.

“Part of the technical audit includes a Search console and Google Analytics Audit to ensure we can gather the right data to analysis.”

GoogleInformation and evidence

Technical SEO costs money and does not always deliver ROI

VC have numerous databases and several servers which include hundreds of websites.

These are often used to test all of the misinformation that surrounds technical SEO and Google. Simple things like page speed how important is it.

We can understand from Google that the costs of data centres are one of their largest outgoings and so we listen to how Google wants us all to make the websites faster the images smaller, and the websites perfect for use on a mobile.

But to what extent does Google reward us?  The same with other coding changes and technical SEO updates, what is the cost/return ratio. We will not do our clients any favours if we spend time and (their) money on changes and code improvements that do not pay dividends.

There is a balance and VC believe we offer this balance perfectly. “We know that harnessing well researched engaging content with the very latest in on-site optimisation is a perfect winning recipe for a high Google ranking.”

Created: November 25, 2021 | Updated: January 17, 2022

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