What is Technical SEO and Why Should I Care?

As a business owner, you likely understand the importance of good content and getting your name out there. But what if Google can’t find your great content, or has trouble understanding it? That's where technical SEO comes in. It's the foundation that allows search engines to crawl, understand, and index your website effectively. Think of it as building a clear, well-organized path for Google to discover and value your business online. Ignoring it is like having a fantastic store hidden down a dark alley – nobody will find it, no matter how good your products are.

What is an XML Sitemap and How Do I Check It?

An XML sitemap is essentially a list of all the important pages on your website. It’s designed for search engines, not people, and helps them discover content that they might otherwise miss. Think of it as a detailed table of contents for your entire website.

Why it matters: Especially for larger websites, or sites with complex navigation, a sitemap ensures Google knows about all your pages and can crawl them efficiently. It also signals which pages you consider most important.

How to check:

  1. Look for a sitemap file: Typically, it’s located at yourdomain.com/sitemap.xml (replace "yourdomain.com" with your actual domain). If you can access this URL in your browser, you have a sitemap.
  2. Use Google Search Console: If you’ve set up Search Console (and you should!), it will show you if Google has successfully processed your sitemap.

What to tell your web developer:

  • “Please ensure I have a valid XML sitemap.”
  • “The sitemap should be automatically updated whenever I add or remove pages from my website.” (This is often done using a plugin if you use a CMS like WordPress).
  • “Submit the sitemap URL to Google Search Console.”

What is Robots.txt and Why is it Important?

The robots.txt file is a set of instructions for search engine crawlers (like Googlebot). It tells them which parts of your website they shouldn't crawl. It's a critical file that can accidentally block Google from indexing important pages if misconfigured.

Why it matters: You might use robots.txt to prevent crawling of duplicate content, administrative areas, or pages that provide no value to searchers. Incorrect use can hide vital pages from Google, hurting your rankings.

How to check:

  1. Access the file: Go to yourdomain.com/robots.txt in your browser.
  2. Review the rules: Look for lines that use “Disallow:” followed by a URL or folder. Be very careful – even a small mistake can block a large portion of your site.

What to tell your web developer:

  • “Please review my robots.txt file to ensure no important pages are accidentally blocked.”
  • “Specifically, check for any ‘Disallow’ rules that might be affecting pages I want Google to index.”
  • “Don’t block access to CSS, JavaScript, or images – Google needs these to render and understand your pages correctly.”

Why Does HTTPS (SSL Certificate) Matter for SEO?

HTTPS is the secure version of HTTP. It encrypts the connection between the user’s browser and your website, protecting sensitive information. While security is the primary benefit, it’s also a ranking signal for Google.

Why it matters: Google prioritizes secure websites. Having HTTPS is essential for trust and ranking, and browsers will display a “Not Secure” warning to visitors if you don’t have it.

How to check:

  • Look for the padlock: Check if your website’s address bar displays a padlock icon.
  • Use an online checker: Tools like the SSL Checker can verify your certificate’s validity.

What to tell your web developer:

  • “Please ensure my website has a valid SSL certificate and is using HTTPS.”
  • “All pages on my site should be served over HTTPS. Any HTTP pages should be redirected to their HTTPS equivalents.”

What are Redirects and Why Do I Need Them?

Redirects tell a browser to automatically go to a different URL than the one originally requested. They’re essential for maintaining SEO when you change a page’s URL, move your website, or fix broken links.

Why it matters: If you change a URL without a redirect, you lose any link equity (the value of links pointing to that page) and create a broken link experience for users. Google also considers redirects when determining rankings.

How to check:

  • Manually test: Type in an old URL and see if it automatically redirects to the new one.
  • Use a redirect checker: Online tools can scan your website for redirects.

What to tell your web developer:

  • “Whenever a page URL changes, implement a 301 permanent redirect from the old URL to the new one.”
  • “Avoid redirect chains (redirecting from A to B to C). This slows down loading times and can be confusing for Google.”
  • “Ensure redirects are set up correctly at the server level, not just using JavaScript.”

What are Crawl Errors and How Can I Fix Them?

Crawl errors are problems Google encounters when trying to access and understand your website. These could be broken links, server errors, or pages blocked by robots.txt.

Why it matters: Crawl errors prevent Google from indexing your pages, meaning they won't appear in search results. Addressing these errors is crucial for ensuring your website is visible.

How to check:

  • Google Search Console: The “Coverage” report in Search Console shows you all the crawl errors Google has found.

What to tell your web developer:

  • “Regularly monitor the crawl error reports in Google Search Console.”
  • “Fix any broken links (404 errors) promptly.”
  • “Investigate and resolve any server errors (5xx errors).”
  • “Ensure pages aren’t blocked by robots.txt unless intentionally.”

Addressing these technical SEO elements will provide a solid foundation for your organic search efforts. While it requires technical expertise, understanding the core principles and working with a qualified developer will help you ensure your website is visible, understandable, and performs well in search results. If you’d like a comprehensive technical SEO audit for your Calgary business, the team at Eikeland SEO can help.

To learn more about improving your overall SEO, check out our blog for the latest insights.

Interested in getting a professional SEO audit? Contact us today to discuss your needs.