Technical SEO is critical to your website’s success. Each element is vital in boosting your site’s visibility and engagement, from site architecture to mobile-first indexing.

Technical SEO ensures your website is discoverable, functional, and engaging for search engines and users alike. While on-page SEO optimizes your content and off-page SEO focuses on backlinks and authority, technical SEO builds the structural foundation of your website. It directly affects how search engines crawl, index, and rank your site, ultimately influencing your search engine rankings and organic traffic.

Imagine you’ve written exceptional blog posts and optimized keywords, but your site loads slowly or has broken links. Such technical issues can prevent your pages from appearing in search engine results, costing you valuable traffic and conversions. This post explains the critical elements of technical SEO, walks you through audits, and shares actionable tips to keep your site performing at its best.

Don’t have time to read today

No worries—we’ve created a one-minute video summarizing the important bits of this article.

Key elements of technical SEO

Understanding site architecture and internal linking

A well-designed site structure ensures your website is easy for users and search engine crawlers to navigate. Proper internal linking logically connects your pages, guiding visitors to important pages like product or category pages.

Example: For an e-commerce site selling electronics, your homepage might link to categories like “Laptops” and “Smartphones,” which further link to subcategories like “Gaming Laptops” or “Budget Phones.” This hierarchical setup helps search engines understand your site’s structure.

Best practices for site architecture

• Use a flat architecture where no page is more than three clicks from the homepage.

• Add breadcrumbs navigation to improve user experience and search visibility.

• Regularly audit for orphan pages—those with no internal links pointing to them.

Page speed and its impact on user experience and SEO

Page load speed directly influences user behavior. Research shows that a delay of just one second can reduce conversions by 7%. Slow-loading pages frustrate users and signal search engines that your site offers a poor experience.

Google emphasizes the following Core Web Vitals:

• Largest Contentful Paint (LCP): Measures loading time for the main content.

• First Input Delay (FID): Gauges how quickly the page responds to user actions.

• Cumulative Layout Shift (CLS): Assesses visual stability during loading.

The following line chart illustrates how faster page speeds correlate with higher conversions (based on lower bounce rates):

Metric ideal score

According to Google, the ideal metrics for a high-scoring website are as follows:

The following chart helps visualize the Core Web Vitals (LCP, FID, CLS) and their ideal scores:

Optimizing for mobile-first indexing

With mobile-first indexing, Google evaluates your website’s mobile version to rank pages. You risk losing rankings if your site isn’t optimized for mobile usability.

Follow these steps to optimize for mobile devices:

1. Use responsive web design: Ensure your site adapts seamlessly to different screen sizes.

2. Simplify navigation: Use a hamburger menu for easy access.

3. Test mobile performance: Use Google’s Mobile-Friendly Test to identify and resolve issues like unclickable buttons or small fonts.

Securing your website with HTTPS

Security is a fundamental aspect of technical SEO. Websites that use HTTPS rely on SSL certificates to encrypt user data, which builds trust and increases click-through rates. Browsers flag insecure sites (HTTP), which can deter potential visitors.

The following chart compares the security, trustworthiness, and ranking benefits of HTTPS over HTTP:

Tools for a technical SEO audit

A thorough audit identifies technical SEO issues and provides actionable insights to improve your site. Below are tools that can help:

Step-by-step audit process

Follow these steps to complete a full-scope audit for your site:

1. Use Google Search Console to check for crawl errors and submit an XML sitemap.

2. Run Screaming Frog to detect missing meta tags, broken links, and duplicate content.

3. Analyze speed metrics with Google PageSpeed Insights and implement recommendations for improvements.

Tip: If you’re using an e-commerce platform like Shopify, you can integrate a dedicated SEO app, such as Smart SEO, to analyze, adjust, and maintain your technical SEO requirements.

Improving website performance and speed

Site performance is a ranking factor and a key to user satisfaction. Faster pages keep visitors engaged and boost click-through rates. Here’s how to enhance your site’s speed:

To optimize images:

• Compress files using tools like TinyPNG, Canva, or a similar tool.

• Use next-gen formats like WebP or SVG.

To leverage caching:

• Enable browser caching to reduce server load.

• Implement a Content Delivery Network (CDN) to deliver content from servers closest to users.

Example: If your website attracts global traffic, a CDN ensures users in Asia access content as quickly as users in North America.

Handling duplicate and structured content

Duplicate content confuses search engines, diluting the impact of your search queries. To address this:

• Use canonical tags to designate the preferred URL for duplicate pages.

• Implement hreflang tags to manage pages targeting different languages.

Structured data (or schema markup) enhances your content’s appearance in search engine results. It enables rich snippets, such as star ratings for product pages or FAQs for blog posts, which improves your content’s visibility.

The importance of secure and user-friendly websites

Secure and user-friendly websites create a positive impression, which impacts click-through rates and search rankings. Follow these practices:

• Install an SSL certificate to shift from HTTP to HTTPS.

• Keep your URL structure simple and descriptive.

• Add meta descriptions and title tags for every page to improve search visibility.

Checklist for technical SEO success

Download and use the following checklist to ensure your site is technically sound:

Case study: The Holdings Co. puts words to action

The Holdings Co. has set an industry benchmark for technical SEO excellence. As evidenced by its latest Google PageSpeed Insights report (dated December 27, 2024), the company’s website achieved remarkable scores across critical technical SEO parameters:

• Performance: 92
• Accessibility: 92
• Best Practices: 96
• SEO: 100

These results demonstrate The Holdings Co.’s commitment to ensuring a fast, secure, and user-friendly website experience, essential for maintaining top rankings on search engine results pages (SERPs).

Key factors behind The Holdings Co.’s success

Focus on Core Web Vitals

By prioritizing Google’s Core Web Vitals, The Holdings Co. ensures its site delivers exceptional user experiences. Metrics such as Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) are meticulously optimized, reflecting the company’s dedication to fast page loads and stable visual elements.

Mobile-first indexing readiness

The Holdings Co.’s website is fully optimized for mobile-first indexing, with responsive design elements and mobile usability enhancements. This attention to detail provides seamless navigation and performance across devices, which is critical as search engines prioritize mobile versions for indexing and ranking.

Security and compliance

The Holdings Co. provides a secure browsing environment by utilizing a robust SSL certificate and adhering to best practices. This promotes user trust and satisfies search engine ranking signals tied to HTTPS.

Proactive auditing and optimization

The team uses industry-leading tools like Google Search Console and Google PageSpeed Insights to identify and resolve technical SEO issues. Regular audits and timely updates help the company maintain its technical edge.

Results and impact

These high scores translate directly into measurable benefits:

1. Enhanced search visibility: The website’s SEO score of 100 ensures it is highly discoverable by search engines.

2. Improved user experience: Fast load times and responsive design reduce bounce rates and increase engagement.

3. Increased client trust and conversions: A well-optimized, secure website reflects the professionalism and reliability clients expect from The Holdings Co.

Time and patience result in rewards

The Holdings Co.‘s achievement in technical SEO underscores its expertise in digital marketing and AI consulting. By consistently prioritizing technical excellence, the company continues to build its own online presence and reinforces its ability to deliver superior results for its clients. This success story serves as an example of the company’s leadership in the field.

"Simple fixes" can be powerful

Technical SEO is a critical component of your website’s success. From site architecture to mobile-first indexing, each element is vital in boosting your site’s visibility and engagement. Regular audits and optimizations are necessary to stay competitive and ensure your site meets modern SEO standards.

The Holdings Co. offers tailored SEO solutions to handle your website's technical aspects. Let us optimize your site for better performance while you focus on growing your business.