echnical search engine optimisation (SEO) describes the efforts of a webmaster to ensure their website is compatible with search engine guidelines, and can be indexed and ranked for keyphrase searches accordingly.
Whilst marketers perhaps best understand the implications of getting SEO wrong, it is often developers that implement technical SEO decisions.
Although technical SEO is not as time consuming as ongoing optimisation such as link building, get it wrong and you can scupper the search performance of your website fairly quickly (indexing issues occur upstream of quality scoring).
In Econsultancy’s newly updated SEO Best Practice Guide, the analogy of a train is used – no matter what the carriages look like (on-page content), if the engine (technical SEO) doesn’t work properly, nobody will ride the train.
The most appropriate time to consider technical SEO is during a website’s construction. If this doesn’t happen, lengthy and involved technical SEO audits may be needed to identify and fix problems, with possible periods of uncertainty as changes are made.
However, technical SEO is not just about site build; updates by search engines and changes in your own business direction or customer behaviour may necessitate change, too.