Technical SEO

Technical SEO is defined by configurations that can be implemented to the website and server (e.g. page elements, HTTP header responses, XML Sitemaps, redirects, meta data, etc.). Technical SEO work has either a direct or indirect impact on search engine crawling, indexing and ultimately ranking. As such, Technical SEO doesn't include analytics, keyword research, backlink profile development or social media strategies.

You don’t need to have a deep technical understanding of these concepts, but it is important to grasp what these technical assets do so that you can speak intelligently about them with developers. Speaking your developers’ language is important because you'll probably need them to carry out some of your optimizations.

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They're unlikely to prioritize your asks if they can’t understand your request or see its importance. When you establish credibility and trust with your devs, you can begin to tear away the red tape that often blocks crucial work from getting done.

Beyond cross-team support, understanding technical optimization for SEO is essential if you want to ensure that your web pages are structured for both humans and crawlers. To that end, we’ve divided this chapter into three sections:

1. How websites work

2. How search engines understand websites

3. How users interact with websites

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Since the technical structure of a site can have a massive impact on its performance, it’s crucial for everyone to understand these principles. It might also be a good idea to share this part of the guide with your programmers, content writers, and designers so that all parties involved in a site's construction are on the same page.

If search engine optimization is the process of optimizing a website for search, SEOs need at least a basic understanding of the thing they're optimizing!

Below, we outline the website’s journey from domain name purchase all the way to its fully rendered state in a browser. An important component of the website’s journey is the critical rendering path, which is the process of a browser turning a website’s code into a viewable page.