What is Technical SEO and Why Should I Care?
As a business owner, you likely understand the importance of marketing – getting the word out about your products or services. Search Engine Optimization (SEO) is a part of that, focused on getting your website found on search engines like Google. While "content SEO" focuses on what you say, "technical SEO" focuses on how search engines see and understand your website. It's the foundation that allows Google to effectively crawl, index, and ultimately rank your content. Think of it as making sure Google can easily read and understand your website before it decides if it's worth showing to potential customers.
What is a Sitemap and Why Does Google Need One?
Imagine a large department store. A sitemap is like a detailed map of that store, showing Google exactly where every page is located. While Google is very good at finding pages on its own by following links, a sitemap helps it discover content more efficiently, especially on larger websites or those with complex navigation. It's especially valuable if you have new content that hasn’t been linked to from other pages yet.
Why it matters: A sitemap ensures Google doesn’t miss important pages on your site, improving indexing and potentially boosting rankings.
How to check: You can submit your sitemap directly to Google Search Console. Additionally, a quick check in your site's code reveals whether a sitemap is declared to search engines. Look for a line like this in the `
` section of your homepage:What to tell your developer: If you don't have a sitemap, ask them to create one (usually an XML file) and submit it to Google Search Console. They should also ensure the sitemap is automatically updated whenever you add or remove pages. Tools exist to generate sitemaps automatically for most content management systems.
What is a Robots.txt File and How Can It Hurt My SEO?
The robots.txt file is like a set of instructions for search engine crawlers. It tells them which parts of your website they are allowed – or not allowed – to access. It's important to use cautiously! Accidental blocking of key pages can severely damage your SEO.
Why it matters: Incorrect use can prevent Google from crawling and indexing vital pages, effectively making them invisible in search results. While it’s intended for politeness, it’s a powerful control.
How to check: Type https://www.yourdomain.com/robots.txt into your browser. This will display the file’s contents. Review the directives to ensure you aren't accidentally blocking important pages or directories.
What to tell your developer: If you see `Disallow: /` this completely blocks Google from indexing your site! If you're unsure, ask them to review the file and explain any directives. Common, legitimate uses include blocking access to admin areas or duplicate content, but even those should be carefully considered.
Why is HTTPS (SSL Certificate) Important for SEO?
HTTPS (Hypertext Transfer Protocol Secure) is the secure version of HTTP. It encrypts the communication between your website and visitors, protecting sensitive data. In 2026, it's no longer optional – it's a ranking signal.
Why it matters: Google prioritizes secure websites. HTTPS is a confirmed ranking factor, and browsers will flag non-HTTPS sites as "Not Secure", potentially scaring away visitors. It's also crucial for building trust with customers, particularly if you collect personal information.
How to check: Look for the padlock icon in your browser's address bar when visiting your website. Clicking it should confirm a valid SSL certificate. You can also use an online SSL checker tool.
What to tell your developer: If you don't have HTTPS, you need an SSL certificate. Your hosting provider can often help with this. Once installed, ensure all your pages are loading with https://, not http://. A 301 redirect (explained below) should be implemented to redirect all http traffic to https.
What are Redirects and Why Do I Need Them?
Redirects tell browsers and search engines that a web page has moved to a new location. This is critical when you change your website’s URL structure, rename pages, or move content.
Why it matters: Redirects preserve link equity (the value passed from other websites linking to yours) and prevent broken links, which frustrate users and hurt SEO. A "301 redirect" is a permanent redirect, telling Google the old URL is gone and the new one is the authoritative version.
How to check: Use a browser extension or online redirect checker to test specific URLs. You can also examine your website’s server configuration files (usually .htaccess for Apache servers, or in your web server’s configuration for Nginx/IIS).
What to tell your developer: When you change a URL, always implement a 301 redirect from the old URL to the new one. Avoid "chaining" redirects (redirecting from A to B to C) as it slows things down. If you’ve migrated to a new domain, ensure all old URLs redirect correctly to their new equivalents.
What are Crawl Errors and How Do I Fix Them?
Crawl errors are issues that prevent Google from accessing or understanding your pages. These can be caused by broken links, server errors, or blocked access (via robots.txt).
Why it matters: Unresolved crawl errors mean Google can't index your content, impacting your rankings. Ignoring them can lead to your site being excluded from search results.
How to check: Google Search Console's "Coverage" report identifies crawl errors. It categorizes errors (e.g., 404 errors – page not found, server errors, blocked by robots.txt).
What to tell your developer: Address each error identified in Google Search Console. 404 errors require fixing broken links or implementing 301 redirects. Server errors need server-side attention. Blocked pages need a review of your robots.txt file.
What About Things Like Page Speed, Mobile-Friendliness, and Structured Data?
These are all important facets of technical SEO, but often fall into more advanced optimization. Page speed (how quickly your pages load) is a direct ranking factor. Mobile-friendliness (ensuring your site displays correctly on all devices) is crucial, as Google prioritizes mobile-first indexing. Structured data (schema markup) provides Google with extra information about your content, potentially making it eligible for “rich results” (like star ratings or event details) in search results. While beneficial, schema is not a guarantee of rich result visibility.
We at Eikeland SEO specialize in these more advanced technical aspects of SEO, ensuring your website is optimized for both search engines and users. You can learn more about our services at https://eikeland.ca/services.
Want to dive deeper and understand how a comprehensive SEO strategy can help your business grow? Contact us today for a free consultation.