Technical SEO and content SEO are two sides of the same coin when it comes to improving your website. The name of the game is getting people to click on your links, which brings them through to your site. While technical work has been a growing trend in recent years, there’s a long way to go before we’re done with content creation. Since both types of work do have an effect on each other, we’ll give you a quick overview of how they compare and contrast.
Search Engine Optimization is a very large and complex topic. Because of its complexity, there are often times that people may get confused about the specific details of SEO.
One of the biggest areas of confusion is the difference between technical SEO and content SEO. Both concepts are important to understand and know because they both target different aspects of the website in order to rank higher in search engines.
Understanding the difference between technical SEO and content SEO will allow you to focus on which aspects of your site need improvement or optimization. You can use either one or both to help improve your site’s ranking in search engines.
While there are many aspects of SEO that are still difficult to understand, one thing that is relatively easy to grasp is the difference between technical SEO and content SEO.
The basic concept of technical SEO is that it focuses on the ways in which your site’s code can be adjusted to increase its search engine performance. The basic concept of content SEO is that it focuses on the ways in which your site’s content can be adjusted to increase its search engine performance.
What is Technical SEO?
Technical SEO is the process of ensuring that your website is set up in a way that search engines can easily crawl, index, and understand the content on your site. This means ensuring that you have been able to create a safe, secure user experience for your visitors while still creating a site that modern search engines like Google can easily crawl and index.
To ensure a great user experience for your visitors, you need to make sure that your site has a fast load time and doesn’t have any broken links or errors.
What’s includd in Technical SEO?
- Page Speed OptimizationThe speed and load time of your website pages are really important for user experience and SEO, because users are more likely to abandon sites with slow loading pages. Additionally, Google’s Page Experience update in 2021 will result in slower sites being penalized with lower rankings. You can improve page loading times by compressing files, optimizing your images, caching data, and limiting redirect links.
- Structured DataImplementing structured data such as schema markup harnesses the power of the semantic web by helping search engines like Google interpret the context of the words and media used on your site, increasing your chances of high search rankings. Google also relies on structured data to render your content as rich search results, also known as “featured snippets”.
- Robots.txt FilesA text file that lives in your website’s root directory, “robots.txt” is a set of instructions that tell search engine crawlers what they can and can’t crawl on your website. Disallow low value pages, duplicate pages and other content you don’t want indexed to conserve your “crawl budget,” which is the set amount of time search engines designate for crawling entire websites–that’s why helping crawlers more efficiently navigate the site and ignore the unimportant pages can ultimately help your ranking.
- Meta Robots TagsSimilar to robots.txt, the meta robots tag uses the “content=” attribute to tell crawlers not to index a page (“NoIndex”), and/or follow any of the page’s links (“NoFollow”). Note that the nofollow command applies to the whole page. Add the rel=”nofollow” attribute to an anchor tag to nofollow individual links.
- SitemapsSitemaps contain the list of every page on a website, along with some important details about those pages. Search engines use sitemaps to find pages, as well as figure out how often it should crawl a site. Any page you want to appear in SERPs should be in your sitemap. The Googlebot crawler will soon be advanced enough to not require sitemaps, but even then it will still be wise to have one published on your site.
- Mobile-Optimized Responsive DesignWebsites that use responsive design via the mobile viewport are more likely to be seen as “mobile friendly” by search engines. Responsive design scales a website to render according to the device screen, creating a better mobile user experience. This eliminates the need to create alternate versions of your website that serve based on user-agent, which is even more time and money for your development team.
- Website and Information ArchitectureSite architecture refers to the structure that organizes and delivers the content on your website, while information architecture refers to the organization of content within that structure. This includes the hierarchy of pages where users find content as well as the technical programming that lets search engine bots crawl your pages. Site architectures optimized for SEO are attractive and efficient for bots to crawl.
- Digital AccessibilityWeb accessibility is about making relevant content and images more easily accessible by the differently-abled user. What many marketers may not know is accessibility can have major positive impacts on SEO because accessible content and SEO-optimized content are both machine-readable. Search engines and assistive technologies (such as screen readers) are quite similar in how they read and navigate your site.
- Fixing Broken LinksBroken links are links that return a 404 error when clicked, instead of navigating to a new page, because the destination does not exist. Some of the typical reasons that broken links may not work include:
- The targeted website is no longer available.
- The targeted webpage was moved without a redirect being added.
- The URL structure of the website was changed.
- Using Secure Web ServersSecure Sockets Layer – or “SSL” – is a security technology which creates an encrypted link between a web server and a browser. You can spot a site using SSL fairly easily: the website URL starts with “https” (https://[website]) rather than “http” (http://[website]).
What is Content SEO?
Content SEO is about creating content for your target audience and writing it with them in mind. There are a number of ways to do this, from improving the quality of your content to following best practices, to actively engaging with your audience. The goal of content SEO is to create a website that satisfies the needs of readers, while also attracting search engines.
When you optimize your content for the reader and the search engines, you’ll attract more people and deliver more value to them. That’s why it’s important to understand content SEO, how you can apply it, and what it means.
What Does Content SEO Include?
- On-page Keyword OptimizationOptimizing content with the right keywords is an effective on-page SEO technique. In-depth, authoritative articles give you an opportunity to use keywords consistently throughout the page in their most valuable places like HTML headers, URLs, image alt text, and at every level in the body content.You should put keywords in the following content elements to improve your on-page SEO:
- Page Titles and Meta Descriptions
Page titles and meta descriptions are two separate pieces of HTML code that should be found on every page of the internet. Like a book, they tell you the title of the page you’re on and a summary of that page
While Google is increasingly not showing URLs in the SERPs, popular search engines like Bing and DuckDuckGo still show them. URLs are a good way to signal to a potential site visitor what a page is about. … And keeping URLs shorter makes them user friendly and easier to share.
- Avoiding cannibalization
Keyword cannibalization occurs when you have too many identical or similar keywords spread throughout the content on your website. As a result, a search engine like Google can’t discern which content to rank higher. This means that sometimes it will give a higher ranking to the web page you don’t mean to prioritize.
- Image alt text
Also called “alt tags” and “alt descriptions,” alt text is the written copy that appears in place of an image on a webpage if the image fails to load on a user’s screen. This text helps screen-reading tools describe images to visually impaired readers and allows search engines to better crawl and rank your website.
- Page Titles and Meta Descriptions
- Earning links from reputable external sites: Links are a valuable commodity in the digital world. They have been the currency of success for a long time and will continue to be so. Making sure that your website has quality links from sites that Google trusts is the key to building a powerful SEO foundation. This guide covers the elements of link building, how to get links, and why you want them in the first place.
- Producing high quality content with “E-A-T”: E-A-T stands for Expertise, Authority and Trust, which basically means that all content you create should be based on your expertise in your field. The three keys to E-A-T are: 1. Expertise – you must know your subject before you can communicate effectively. If you don’t have the needed expertise, you can partner with someone who does or hire an expert. 2. Authority – if your business is a startup, there may not be enough trust built between customers yet to build authority as an expert. You can gain authority by building trust over time.
Technical SEO is a niche in digital marketing that focuses on the technical aspects of creating and managing a website. While it’s important to have good content for your site, it’s also just as important to make sure your technical SEO is up to par. This means making sure your website is mobile friendly, having secure HTTPS protocol enabled, and being accessible to people with disabilities.