Why it’s crucial to rectify any technical SEO glitches that could be holding your website back

Why it’s crucial to rectify any technical SEO glitches that could be holding your website back

January 17, 2024

Written by: Ryan Walsh

Date: 17th of January 2024

When we think about technical SEO, we often think about it similarly to how our car works. Bear with us as we explain this analogy: we expect everything to be up and running and working nicely when we want to use it.

However, just as cars develop random electrical faults for no apparent reason, sometimes CMS can develop their own gremlins.

We might take on our icy and windy winter mornings, for granted that our car engine starts, but sometimes they may not.

This is the same for a company website; you might have transitioned to a new CMS and had expected everything to be crawled and indexed perfectly. However, we have encountered website redesigns where they have become full of errors causing crawling and indexing issues.

This might be because of a robot.txt file blocking access to Googlebot to that page; it could be because a no-index tab has been left switched on that page; it’s just one of those things that can occur that needs fixing by your appointed SEO consultant.
Now, for those who haven’t got the foggiest idea of what we are talking about, we are simply discussing some the more major technical SEO problems that can occur with a company’s website. It can sometimes develop glitches, known as technical search engine optimisation errors, which don’t just hamper SEO performance; it can sometimes mean that unless fixed the website won’t appear on Google’s organic results.

So now we might have grabbed your attention, and you might now be thinking, how can I improve my business’s technical SEO? Well, let us explain more.

First things first, check if there are any Google algorithm penalties holding you back

Now, before you jump headfirst into thinking that there is a technical search engine optimisation problem with your website, it’s essential to consider whether there is a Google algorithm penalty that has been imposed on the website or not. Panda, Penguin and the “Helpful Content Update”- are just some of the countless Google algorithm updates which have negatively impacted some business’s SEO.

Now you might be thinking, we are a brand-new business with a new website, so how on earth could there be a Google algorithm penalty imposed on our website?

However, what is essential to know is that if another company has used the domain name in the past, that business may have incurred an algorithmic or a manual penalty; this could feed through to the next business that purchases and uses that domain name.

The problem with some “exact match domains”

This happens more often than you think because many companies are poorly advised to buy exact-match domains.
For those who do not know what this means, it is simply a domain name that matches a keyword your business wants to rank for on Google.

So, for instance, if you run a solicitors practice, you might want to purchase a domain name for, let’s say, “employment solicitors” plus the name of the city in which your business operates.

You might think that this gives your business search engine optimisation a head start if you pick aN exact match domain.
However, as previously mentioned, if the domain name has received a Google or an algorithmic or manual penalty in the past, this may be carried through to the new business that uses that same domain name.

So, the point we are trying to make here is that before you start to think what is the problem with our company’s technical search engine optimisation problem with the website? Well, it might not be technical at all, it could actually be a Google penalty holding your website back.

You should do some research and hire an expert SEO consultant who should be able to tell you whether the website has incurred a penalty or not.

How do you know if there are manual or algorithmic penalties hampering your business’s search engine optimisation performance?

One quick and easy way of doing this, however, you should also carry out other checks as well, is to use the Google Search Console. The manual action tab lets you see if a manual actions have been imposed on your website. If there is, you should contact a good marketing agency for advice on rectifying this problem in your business’s SEO. This is just one check to see if theres a Google penalty imposed on your website, there are many others that your marketing consultant should do as well to see if there are any penalties holding back your companys search engine optimisation.

What should a technical SEO audit include?

Crawling and indexation issues

Well, we would start by looking at whether there are any crawling and indexation issues with the website. This could be an absolute piece of cake to rectify sometimes, that’s because it could be something as simple as a web developer who handed the website over to the SEO agency, and they have still left the no index tab on the CMS. With content management systems such as WordPress, sometimes it’s as easy as unticking the box to start to allow the website to be crawled and indexed by Googlebot.

However, with some other websites, there could be more complex indexation issues which are holding your SEO back; it could be a robot.txt file that has “no-index” instructions, stopping pages from getting indexed.

What they could also be, sometimes, is problematic code, with no index code being written into the page. This could sometimes be across the whole site, or sometimes just on individual pages.
For example, let’s say that you have an e-commerce website with thousands of different product ranges.

When an item goes out to stock, the web developer might put the no-index on that page.

However when you replenish your stock, they might forget to switch off no index tab, and it gets left on.

This can cause problems later on because Googlebot, who will notice that the page can’t be “crawled and indexed”.

Therefore, Google will remove the page from its index, thus hampering your business’s search engine optimisation efforts.

This could mean that it can take a considerable amount of time and effort to get that page reindexed back to where it once ranked, say on page one of the Google search engine results pages.

So, do pay particular attention to whether the no index has been left on. Also whether there is any written code on the page stopping the paging from getting indexed.

Internal linking

We mentioned earlier about the Googlebot, which has a rather busy job on its hands. It’s like a busy bee, going from flower to flower collecting nectar.

However, it’s Googlebot’s job is quite different; its job is not to collect nectar, like a bee, but to spot new pages and changes made to the company website.

So let’s give you an example of how this works; let’s say there is a large e-commerce retailer and lets for example purposes, use the example of the fantastic business, John Lewis.

Now, John Lewis retail has a vast number of different products it sell, and it will be regularly updating its product lines.

Now, you have to appreciate that if Googlebot wasn’t regularly crawling and indexing a website, perhaps daily, it would never spot new products and items that John Lewis has for sale. Therefore, it will be able to put them into Google’s SERP’s.

This is why Googlebot has the job of regularly crawling and indexing websites, spotting new products, changes to the text of the product descriptions, that have been made by the company, and perhaps recent blog posts that have been added.
Its Googlebots job then is to report back to Google’s algorithm to say there have been changes made and to add the new page to Googles index.

Therefore, a considerable amount of computing power is used by Google every day, and we mean Googlebots needs absolutely colossal amount of computing power to crawl and to index websites. Within our different SEO articles, we will talk about “Crawl Budgets” and why it’s essential not to waste them.

As you can imagine, because Google uses a huge amount of computing power, regularly crawling and indexing websites, it has to prioritise what Googlebot crawls and index. This is called allocation a “crawl budget” to different businesses.

For example, there’s no point in crawling and indexing websites; that hasn’t changed at all in the last ten years. Then, you might have another website, such as a large online retailer, that needs to be crawled and indexed by Googlebot daily, and that is simply because the product ranges are constantly changing.

So, it’s widely thought by many SEO consultants worldwide that different businesses have a different “crawl budget” assigned to them. If you get your business onto the first page of Google and regularly update your website, it’s widely thought that a business will have an increased crawl budget. This means that it will be crawled and indexed by Googlebot on a much more frequent basis.

Page speed

It’s also important to consider page speed, and that’s because if your website is super slow, then you need to improve this.
Don’t purchase really cheap website hosting; in our view, it’s a total waste of your money if you want to improve the business’s search engine optimisation (SEO).

It doesn’t matter if you run a small or large enterprise; you need fast website hosting, and if most of your customers are here in the United Kingdom, then think about paying more for a local hosting company that has its servers here in Great Britain.
The reason for this is that it might make your business hosting faster and improve your business’s search engine optimisation.

JavaScript SEO issues

If there are any JavaScript SEO issues, these will need to be fixed and rectified. We would describe JavaScript as a bit like road bumps in a road. Sometimes, the pages can be crawled and indexed, but the time can cause problems, and slow down Googlebots job of indexing that page.

Our best advice is to have a website designed in a way where its clean and simple, with simple lines, and think about practicality rather than making an overly complex design.

So many businesses have opted to have auto-loading videos as the header section on their website. This can look great, but it considerably slows down the load times.

And sometimes it’s just not needed; for example, you might run, let’s say, a tree surgery business, and sure, a nice autoloading video of a tree surgeon climbing a tree and cutting off the limbs of the tree might be impressive from a web design perspective.
Then again, it can slow down the whole load time, causing the website to be much slower; a much simpler website might rank higher on Google, simply because it’s much faster and, therefore, easier to load.

Add schema markup

Do add a schema markup to your website; WordPress has some free plugins to do this. It’s super simple to do. We won’t go into in-depth explaining what schema is in this article, but how we would describe Schema is that it is a language that the search engines can easily read.

Schema allows you to add information on your website, such as NAP, and mark it up using schema.
This can help to improve your business’s search engine optimisation, as Google’s algorithm can easily find important information relating to your business, such as the NAP information.

On-page elements

Look at fixing any broken on-page elements; such as 404 page errors, these can cause problems with the on-page SEO and cause a bad UX.

Missing alt text

Sometimes, you might get photos back from your photography company; and they have just labelled the pictures with a load of ramdom numbers such as 57332.104.jpg .

However, you should give a more descriptive description as the alt text for each photo, for example, if you sell car wax and car cleaning products for luxury cars , such as a Ferrari F40 (A beautiful car).

Then write a long and descriptive alt text, such as Rosso Red Ferrari F40 car wax.

Now, this is a very descriptive description; but people might be looking for high-quality products that you sell; therefore, by adding this alt text to the image, you are helping to improve the search engine optimisation for that page.

Sitemaps & site architecture

Add a site map to your website; it’s easy and very simple to do.

A site map is a bit like having a map when navigating over a mountain; you might have never walked across that terrain ever in your life before. So you don’t know where we’re going.

Well, this is a bit the same for Googlebot in that when it is indexing a website, the sitemap acts as a set of instructions on whether that page should be crawled and indexed or not.

Leave A Comment

Avada Programmer

Hello! We are a group of skilled developers and programmers.

Hello! We are a group of skilled developers and programmers.

We have experience in working with different platforms, systems, and devices to create products that are compatible and accessible.