Besides planning and executing the various digital marketing strategies, a digital marketer always needs to work under the technical specifications of SEO so as to make things work successfully. Despite having lots of opportunities to grow and expand, an ethical digital marketer will always function under the restricted analytic framework so as to keep its foundation deep and strong. Thus, it can be said that a major work profile of a digital marketer revolves around the ways which can help them to increase the visibility of web page in search results and accessibility among users. And for doing so, s/he always needs to identify and then have deep insights of all the technical elements that can help them to perform an SEO technical audit in a way that it can deliver fruitful results both for the company and the clients.
So, to help you know few integral and necessary technical aspects of SEO audit here we are listing few important elements of it with their brief knowledge of know-how and functionalities that can help in developing and creating better web content. Take a look: Crawl-ability and Indexation
Crawl-ability and Indexation
Because Googlebot and other indexers are robots, thus they are not able to categorize the non-text items. So, if you are incorporating images and videos just to enhance the visibility on Google search and provide better user experience then you need to do more than this.
- HTML sitemap
Making it easier for a site visitor to easily navigate through your website, an HTML sitemap of your website ensures that your website visitors gain a comprehensive understanding of your website.
- XML sitemap
Creating an XML sitemap for a website guarantees that a Google search engine will index all the web pages of your website which will further make them more visible on search engine results pages.
Working like an instruction guide, a robots.txt is a text file that webmasters create to help web robots and web crawlers to communicate with your website so as to deliver better search results and enhance the overall visibility of your website.
In simple words, meta tags are those little content descriptors (coding statements) that are used by search engines, web browsers to tell what the web page is all about. However, they don’t appear on the web page itself are functional in the coding section of the web page. But they only exist in the HTML coding and are far more beyond just the descriptions and keywords. Some of the key attributes of metadata are:
- Meta Descriptions
It is a brief of the page that helps the search engine and sometimes the searchers themselves also to describe the page content as it is read through the SERP (search engine results pages). However, they do not directly help to push up your web page ranking in Google results but can help in improving the click-through rate of any web page.
- Title tags
As the name itself explains, title tags are the headers of your page content which search engines view as the title your web page. Being a part of meta tags, title tags are those relevant keywords that are visible on SERP in the form of clickable headlines for any given result. In simple words, they are the accurate concise description for any web page content.
Where the most important application layer protocol, the HTTP (Hypertext transfer protocol) is used to transfer data to and fro on the internet, now it is the use of HTTPS (Secure Hypertext Transfer Protocol) that is used to transfer more sensitive data over the internet.
Google search bots and other search engines always prioritize secured pages than the unsecured content on the pages. Thus, now it is very important to authenticate and integrate your website with encrypted page content that can be transferred over secured protocols.
Easy-to-read and consistent uniform resource locators that can align the site navigation and page subject and content can also help in generating better Google search results. Thus, it is very necessary to have user-friendly and clear URLs which can help in optimizing the search results. Remember, a misinterpreted URL formatting can confuse the search engines and Google search bots during the indexation phase and crawling. So, always make sure to keep the path and taxonomy of an URL in such a way that it can go well with the content of the site.
Site Speed Optimization
Warranting a small rank advantage, the efficacy of a website’s speed and performance also plays a major role in improving the overall website performance. The Google search algorithms specifically measure the time that a website takes to load so as to consider the page’s loading speed. Moreover, the site speed optimization is also important to deliver fantastic user experience. Thus, an SEO master should always analyze a website to prioritize areas of concerns that can help a website to get higher ranks on SERPs.
Rich Snippets and Schema Structured data
Both the rich snippets and schema structured data are related concepts which when used together can generate awesome SEO results. A Rich snippet is that extra information which a Google search engine shows in the search results. Ensuring higher click-through rate, rich snippet ensures better search ranking. And by adding schema structured data to your snippets you can make them work for you in more better and efficient way. A schema structured data is a piece of code in a specific format that helps in improving the representation of your page in SERPs. So, when schema structured data is applied in forming the rich snippets then it ensures better search results.
Canonicalization and redirects
Canonicalization is a process of avoiding problems that might arise because of similar, identical or duplicate content that appears on multiple URLs. Technically, a canonical tag helps the search engine to pick the original and the right URL thereby improving site’s ranking order on SERP.
When the content of a website is assigning a new URL to the readers, viewers and even the search engines then it is referred to as redirection. And if practiced smartly and wisely then it can help in maintaining better SEO values.