SEO TLC Method: Module 2 – Technical SEO

Understanding Technical SEO

Technical SEO is the foundation of any successful search engine optimisation strategy. It refers to the process of optimising the infrastructure of a website to ensure that search engines can crawl, index, and rank it effectively. Technical SEO encompasses various elements such as site speed, mobile-friendliness, HTTPS, XML sitemaps, and structured data. By addressing these components of Technical SEO, you can significantly improve your website’s visibility and ranking on search engine results pages (SERPs). In essence, Technical SEO ensures that your website meets the technical requirements of search engines, making it easier for them to understand and rank your content. Without proper Technical SEO, even the best content can fail to achieve its potential in search rankings.

The TLC SEO Method

The TLC Method is an abbreviation for Tech, Links, and Content, the three pillars of SEO. When I was starting in SEO and digital marketing, it was pretty much a guessing game and trial and error. That was back in 2o12. SEO was this scary and complicated practice. I created the TLC Method to simply SEO.

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Key Components of Technical SEO

A critical aspect of Technical SEO is ensuring your website is mobile-friendly. With the increasing use of mobile devices, search engines prioritise mobile-optimised websites in their rankings. Therefore, mobile-friendliness should be a key focus of Technical SEO. Optimising site speed is another important part of Technical SEO. Faster loading times contribute to a better user experience and higher rankings.

Implementing HTTPS is vital for Technical SEO. It secures the connection between the user and the website, building trust and improving rankings. Creating and submitting XML sitemaps is also essential in Technical SEO. They help search engines discover and index your pages efficiently. Additionally, using structured data, such as schema markup, enhances your website’s ability to provide rich results on SERPs. These elements are fundamental components of Technical SEO that can significantly impact your site’s performance.

Enhancing Your Website with Technical SEO

To fully leverage the benefits of Technical SEO, it’s essential to conduct regular audits and updates. Technical SEO audits can identify and fix issues that may hinder your website’s performance. These issues include broken links, duplicate content, or improper use of structured data. Ensuring that your website adheres to the latest Technical SEO best practices is crucial for maintaining and improving your rankings.

By continuously optimising your website’s technical aspects, you create a solid foundation that supports other SEO efforts, such as content creation and link building. Mastering Technical SEO is indispensable for any website aiming to achieve long-term success in the competitive digital landscape. Technical SEO provides the framework for search engines to understand your site, improving its chances of higher rankings and increased traffic. Therefore, investing in Technical SEO is essential for anyone serious about optimising their website for search engines.

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Ongoing Process of Technical SEO

Understanding and implementing Technical SEO requires a comprehensive approach. Start by ensuring that your website is mobile-friendly. This is a significant factor in search engine rankings. Optimising site speed is another crucial part of Technical SEO. Faster websites not only provide a better user experience but also rank higher in search results. Implementing HTTPS is critical in Technical SEO, as it secures your website and builds trust with your audience.

Additionally, Technical SEO includes creating and maintaining XML sitemaps. They help search engines index your pages more efficiently. Structured data, or schema markup, is also a vital part of Technical SEO. It enhances your site’s ability to appear in rich search results. Regular audits are necessary to identify and rectify issues that may negatively impact your site’s performance. Technical SEO audits help in finding problems like broken links, duplicate content, and improper use of structured data.

Regular Updates and Best Practices

Staying updated with the latest Technical SEO best practices ensures that your website remains optimised for search engines. Continuous improvement in Technical SEO is essential for maintaining and enhancing your site’s rankings. By focusing on Technical SEO, you can create a robust foundation that supports all other SEO activities. This ensures long-term success in search engine rankings.

Technical SEO is not a one-time task but an ongoing process. It requires constant attention and updates. Therefore, understanding and implementing Technical SEO is crucial for achieving long-term success in the digital landscape. Investing time and resources in Technical SEO is essential for anyone serious about improving their website’s visibility and ranking in search engine results. By mastering Technical SEO, you can ensure that your website is well-optimised, providing a solid foundation for all your other SEO efforts.

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Mobile-Friendliness: Crucial for User Experience and Search Rankings

Why It Matters

Mobile-friendliness is essential for three main reasons. First, over half of web traffic comes from mobile devices, making it vital to cater to mobile users. Second, Google prioritises mobile-friendly sites in search rankings, so optimising your site for mobile can improve your visibility. Third, a mobile-friendly site enhances user experience, reduces bounce rates, and boosts conversions.

How to Ensure Mobile-Friendliness

  1. Responsive Design:

    • Definition: Responsive design ensures your website adapts to different screen sizes and orientations by using flexible grids and layouts.
    • Importance:
      • Improves User Experience: Ensures a seamless browsing experience across devices.
      • Boosts SEO: Google ranks mobile-friendly sites higher.
      • Increases Engagement: Reduces bounce rates by providing a better user experience.
    • WordPress: Use a responsive theme or install a responsive plugin like WPtouch.
      • Steps:
        1. Go to Appearance > Themes in your WordPress dashboard.
        2. Search for and install a responsive theme.
        3. Alternatively, install the WPtouch plugin from the Plugins section.
    • Shopify: Choose a responsive theme from the Shopify Theme Store.
      • Steps:
        1. Go to the Shopify Theme Store.
        2. Search for responsive themes.
        3. Install and customise the chosen theme.

  2. Mobile-Friendly Content:

    • Definition: Mobile-friendly content involves keeping text readable without zooming, using appropriate font sizes, and avoiding Flash. It also means ensuring interactive elements are accessible.
    • Importance:
      • Readability: Enhances readability and user engagement.
      • Accessibility: Makes interactive elements user-friendly.
      • SEO Benefit: Improves mobile SEO scores.
    • WordPress: Use the ‘Customiser’ to adjust font sizes and test the mobile view.
      • Steps:
        1. Go to Appearance > Customise in your WordPress dashboard.
        2. Adjust font sizes under Typography settings.
        3. Preview the mobile view using the Customiser tool.
    • Shopify: Adjust font sizes and test your site on various devices using the Shopify preview tool.
      • Steps:
        1. Go to Online Store > Themes in your Shopify admin.
        2. Click Customise to open the theme editor.
        3. Adjust font sizes under Theme settings and preview on different devices.

  3. Test Your Site:

    • Definition: Regular testing using tools like Google’s Mobile-Friendly Test to identify and fix issues ensures ongoing mobile optimisation.
    • Importance:
      • Identify Issues: Helps detect and resolve mobile usability issues.
      • Maintain Performance: Ensures continuous optimisation across devices.
      • Improve Rankings: Contributes to higher mobile search rankings.
    • WordPress: Use the Google Mobile-Friendly Test and the Jetpack plugin for mobile previews.
      • Steps:
        1. Visit Google Mobile-Friendly Test and enter your site URL.
        2. Install the Jetpack plugin and enable its mobile theme feature.
    • Shopify: Use Google Mobile-Friendly Test and Shopify’s built-in tools to check mobile performance.
      • Steps:
        1. Visit Google Mobile-Friendly Test and enter your site URL.
        2. Use Shopify’s preview tool under Online Store > Themes > Customise to test mobile performance.

  4. Optimise Navigation:

    • Definition: Simplify menus, make buttons easy to tap, and ensure important information is easily accessible.
    • Importance:
      • Ease of Use: Simplifies user navigation.
      • User Satisfaction: Enhances overall user experience.
      • Conversion Rates: Improves ease of access to critical information, boosting conversions.
    • WordPress: Use a mobile-friendly menu plugin like WP Mobile Menu.
      • Steps:
        1. Install and activate the WP Mobile Menu plugin from the Plugins section.
        2. Configure the plugin settings to simplify mobile navigation.
    • Shopify: Adjust menu settings in your theme’s customisation panel.
      • Steps:
        1. Go to Online Store > Themes > Customise in your Shopify admin.
        2. Simplify menus under Navigation settings.

  5. Reduce Pop-Ups:

    • Definition: Minimise the use of pop-ups on mobile devices, as they can frustrate users and are penalised by Google.
    • Importance:
      • User Experience: Reduces user frustration.
      • SEO Benefits: Avoids penalties from Google.
      • Engagement: Keeps users engaged without intrusive interruptions.
    • WordPress: Use plugins like OptinMonster to control pop-up behaviour on mobile.
      • Steps:
        1. Install and activate the OptinMonster plugin.
        2. Configure mobile-specific settings to reduce pop-up frequency.
    • Shopify: Use apps like Privy or Justuno to manage mobile pop-ups effectively.
      • Steps:
        1. Install Privy or Justuno from the Shopify App Store.
        2. Configure mobile-specific settings to minimise pop-ups.

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Site Speed: Essential for Both User Satisfaction and SEO

Why It Matters

Site speed is crucial for three key reasons. First, a fast-loading site enhances user experience and keeps visitors engaged. Second, it reduces bounce rates, which can improve your conversion rates. Third, Google considers site speed a ranking factor, making it vital for SEO.

Strategies for Improving Load Times

  1. Optimise Images:

    • Definition: Compress images without compromising quality. Use modern formats like WebP and ensure dimensions are appropriate.
    • Importance:
      • Faster Load Times: Reduces page load times significantly.
      • Better User Experience: Enhances visual content without slowing the site.
      • SEO Improvement: Improves search rankings by reducing load times.
    • WordPress: Use plugins like Smush or ShortPixel to compress images.
      • Steps:
        1. Install and activate the Smush or ShortPixel plugin.
        2. Automatically compress images upon upload.
    • Shopify: Use apps like Crush.pics or Image Optimiser to compress images.
      • Steps:
        1. Install Crush.pics or Image Optimiser from the Shopify App Store.
        2. Configure the app settings to automatically compress images.

  2. Enable Browser Caching:

    • Definition: Store static files locally in users’ browsers to reduce load times on repeat visits.
    • Importance:
      • Reduced Load Times: Improves page load speed for returning visitors.
      • Improved User Experience: Provides faster access to previously visited pages.
      • SEO Benefit: Contributes to higher search rankings.
    • WordPress: Use caching plugins like W3 Total Cache or WP Super Cache.
      • Steps:
        1. Install and activate W3 Total Cache or WP Super Cache.
        2. Configure the plugin to enable browser caching.
    • Shopify: Shopify automatically handles caching, but you can optimise your theme code to improve performance.
      • Steps:
        1. Ensure your theme is optimised for caching.
        2. Regularly review and update your theme’s code for optimal performance.

  3. Minimise HTTP Requests:

    • Definition: Reduce the number of elements on your page by combining files such as CSS and JavaScript.
    • Importance:
      • Speed Improvement: Reduces load time by minimising requests.
      • Efficiency: Streamlines the loading process.
      • Better Performance: Enhances overall site performance.
    • WordPress: Use plugins like Autoptimise to combine and minify files.
      • Steps:
        1. Install and activate the Autoptimise plugin.
        2. Configure the plugin to combine and minify CSS and JavaScript files.
    • Shopify: Use apps like Minifier or manually combine CSS and JavaScript files in your theme.
      • Steps:
        1. Install the Minifier app from the Shopify App Store.
        2. Configure the app to combine and minify files.

  4. Use a Content Delivery Network (CDN):

    • Definition: Distribute your content globally to ensure faster load times for users in different locations.
    • Importance:
      • Global Reach: Improves load times for international visitors.
      • Reliability: Provides consistent performance across regions.
      • SEO Advantage: Enhances site speed, boosting search rankings.
    • WordPress: Use services like Cloudflare or Jetpack’s CDN feature.
      • Steps:
        1. Sign up for Cloudflare and set up your site.
        2. Enable the Jetpack CDN feature if using the Jetpack plugin.
    • Shopify: Enable the Shopify CDN in your store settings.
      • Steps:
        1. Go to Online Store > Themes > Customise.
        2. Ensure the CDN option is enabled in your theme settings.

  5. Minify Code:

    • Definition: Remove unnecessary characters from HTML, CSS, and JavaScript files to reduce their size.
    • Importance:
      • Faster Load Times: Reduces the size of code files.
      • Efficiency: Streamlines the loading process.
      • SEO Improvement: Enhances site speed, improving search rankings.
    • WordPress: Use plugins like Autoptimise or WP Rocket.
      • Steps:
        1. Install and activate Autoptimise or WP Rocket.
        2. Configure the plugin to minify HTML, CSS, and JavaScript files.
    • Shopify: Use apps like Minifier or manually minify your theme’s code.
      • Steps:
        1. Install the Minifier app from the Shopify App Store.
        2. Configure the app to minify code.

  6. Prioritise Above-the-Fold Content:

    • Definition: Ensure that the content users see first loads quickly.
    • Importance:
      • Immediate Engagement: Keeps users engaged by loading visible content quickly.
      • Reduced Bounce Rates: Decreases the likelihood of users leaving the site.
      • SEO Benefit: Contributes to better search rankings.
    • WordPress: Use lazy loading plugins like Lazy Load by WP Rocket.
      • Steps:
        1. Install and activate Lazy Load by WP Rocket.
        2. Configure the plugin to prioritise above-the-fold content.
    • Shopify: Enable lazy loading in your theme settings or use apps like LazyLoad.
      • Steps:
        1. Customise your theme to enable lazy loading.
        2. Alternatively, install the LazyLoad app from the Shopify App Store.

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HTTPS and Security: Important for User Trust and Ranking

Why It Matters

HTTPS is vital for three primary reasons. First, it encrypts data between the user’s browser and your website, protecting sensitive information. Second, Google favors secure sites, making HTTPS essential for SEO. Third, HTTPS builds user trust, encouraging more engagement and conversions.

Steps to Secure a Website with HTTPS

  1. Obtain an SSL Certificate:

    • Definition: Purchase and install an SSL certificate from a trusted Certificate Authority (CA). Many hosting providers offer free SSL certificates via Let’s Encrypt.
    • Importance:
      • Data Protection: Encrypts data, ensuring secure communication.
      • SEO Benefit: Improves search rankings by signaling security to Google.
      • User Trust: Builds trust, encouraging more user engagement.
    • WordPress: Most hosting providers offer a one-click installation for SSL certificates.
      • Steps:
        1. Purchase an SSL certificate from your hosting provider.
        2. Use the hosting provider’s one-click installation process to install the certificate.
    • Shopify: Shopify provides a free SSL certificate for all stores.
      • Steps:
        1. Go to Online Store > Domains in your Shopify admin.
        2. Ensure the SSL certificate is enabled for your domain.

  2. Install the Certificate:

    • Definition: Follow your hosting provider’s instructions to install the SSL certificate on your server.
    • Importance:
      • Security: Ensures secure communication between the user’s browser and your site.
      • SEO Benefit: Improves search rankings.
      • User Trust: Enhances trust and credibility.
    • WordPress: Use plugins like Really Simple SSL to simplify the installation process.
      • Steps:
        1. Install and activate the Really Simple SSL plugin.
        2. Follow the plugin’s instructions to enable SSL on your site.
    • Shopify: The SSL certificate is automatically installed when you enable it in your store settings.
      • Steps:
        1. Go to Online Store > Domains.
        2. Ensure the SSL certificate is enabled for your domain.

  3. Update Internal Links:

    • Definition: Ensure all internal links use HTTPS. Update references to scripts, images, and other media files.
    • Importance:
      • Security: Ensures all content is delivered securely.
      • SEO Benefit: Avoids SEO penalties for mixed content.
      • User Experience: Prevents security warnings in browsers.
    • WordPress: Use plugins like Better Search Replace to update internal links.
      • Steps:
        1. Install and activate the Better Search Replace plugin.
        2. Use the plugin to update all internal links to HTTPS.
    • Shopify: Update internal links in your theme’s code and site content.
      • Steps:
        1. Edit your theme’s code to update all internal links to HTTPS.
        2. Ensure all site content references HTTPS.

  4. Redirect HTTP to HTTPS:

    • Definition: Set up 301 redirects from HTTP to HTTPS to preserve SEO value and ensure users are directed to the secure version of your site.
    • Importance:
      • SEO Preservation: Maintains SEO value by redirecting traffic to HTTPS.
      • User Experience: Ensures users are always directed to the secure version of the site.
      • Consistency: Provides a consistent browsing experience.
    • WordPress: Use the .htaccess file to set up 301 redirects or a plugin like Really Simple SSL.
      • Steps:
        1. Use the Really Simple SSL plugin to automatically set up redirects.
        2. Alternatively, add redirect rules to your .htaccess file.
    • Shopify: Shopify automatically handles redirects when you enable SSL.
      • Steps:
        1. Ensure SSL is enabled for your domain in Shopify.
        2. Shopify will handle the redirection automatically.

  5. Update External Links:

    • Definition: If possible, update external links to your site to use HTTPS. This might include backlinks, social media profiles, and directory listings.
    • Importance:
      • Consistency: Ensures all links point to the secure version of your site.
      • SEO Benefit: Avoids mixed content issues.
      • User Trust: Enhances trust by consistently using HTTPS.
    • WordPress & Shopify: Manually update external links in your content and online profiles.
      • Steps:
        1. Identify external links pointing to your site.
        2. Manually update these links to use HTTPS.

  6. Check for Mixed Content:

    • Definition: Ensure all content is served over HTTPS. Mixed content (HTTP and HTTPS) can cause security warnings and issues.
    • Importance:
      • Security: Prevents security warnings in browsers.
      • SEO Benefit: Avoids SEO penalties for mixed content.
      • User Experience: Ensures a secure browsing experience.
    • WordPress: Use plugins like SSL Insecure Content Fixer to identify and fix mixed content.
      • Steps:
        1. Install and activate the SSL Insecure Content Fixer plugin.
        2. Use the plugin to identify and fix mixed content issues.
    • Shopify: Use the Shopify security tool to check for mixed content.
      • Steps:
        1. Use the security tool in your Shopify admin to identify mixed content.
        2. Update any identified mixed content to use HTTPS.

By following these detailed steps, you can significantly improve your site’s mobile-friendliness, speed, and security. These optimisations not only enhance user experience but also boost your search rankings, ensuring your site stands out in the competitive digital landscape.

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About the Author

Crom Salvatera is a seasoned digital marketing expert with over two decades of experience specialising in SEO, social media marketing, and copywriting. With a deep understanding of the ever-evolving digital landscape, Crom has helped numerous businesses and agencies achieve significant growth and visibility through innovative and effective strategies. Their practical approach and clear, actionable insights have made Crom a trusted name in the industry.

Dedicated to continuous learning and personal development, Crom shares their extensive knowledge through comprehensive courses like the SEO TLC Method Course. This course reflects Crom’s commitment to providing practical, impactful education that drives real results for businesses and individuals alike. Based in Sydney, Australia, Crom balances professional pursuits with a passion for fitness and a love for gardening, constantly striving to inspire others to reach their highest potential.

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