What Technical SEO Is (and Why It’s Not About Keywords)
You’ve probably heard about SEO focusing on keywords and content. That’s important, absolutely. But beneath that sits technical SEO. Think of it as the foundation of your website. It’s about making sure search engines – primarily Google – can find, understand, and index your content. If your technical SEO is weak, even the best content in the world won't rank well. It's not about tricks; it's about good website hygiene. It’s often invisible to the average visitor but crucial for long-term search performance.
What is a Sitemap and Why Do I Need One?
Imagine a librarian trying to find a specific book in a library with no catalogue. That's what Google faces without a sitemap. A sitemap is essentially a list of all the important pages on your website. It tells Google which pages to crawl (examine) and when they were last updated.
Why it matters: It helps Google discover all your content, especially new pages, and understand your website’s structure. For larger websites (hundreds or thousands of pages), a sitemap is essential. Even for smaller sites, it’s a best practice.
How to check: Type `yourdomain.com/sitemap.xml` into your browser (replace `yourdomain.com` with your actual website address). If you see an XML file, you likely have one. There are also free online sitemap checkers available.
What to tell your developer: “Please ensure a sitemap exists and is updated automatically whenever I add or change pages on the website. Also, submit the sitemap to Google Search Console.” (They'll know what that means – it’s a free tool from Google).
What is Robots.txt and How Can it Hurt My SEO?
The robots.txt file is a set of instructions for search engine bots (crawlers). It tells them which parts of your website not to crawl. It’s a powerful tool, but easily misused.
Why it matters: Accidental blocking of important pages in your robots.txt file can prevent them from being indexed, effectively removing them from Google search results. It’s surprisingly common. Conversely, it can also help prevent crawling of duplicate content or unimportant pages, conserving your “crawl budget” (the number of pages Google will crawl on your site).
How to check: Type `yourdomain.com/robots.txt` into your browser. Review the file carefully. Look for `Disallow:` directives that might be blocking key pages. Pay close attention to lines that might accidentally disallow your entire website (e.g., `Disallow: /`).
What to tell your developer: "Please review the robots.txt file to ensure it's not blocking any important pages or directories. If you're unsure, it's best to err on the side of allowing access."
Why is HTTPS Important (and What Does the Lock Icon Mean)?
HTTPS (Hypertext Transfer Protocol Secure) is the secure version of HTTP. It encrypts the data transmitted between your website and visitors’ browsers. The lock icon in the address bar indicates that a site is using HTTPS.
Why it matters: In 2026, HTTPS is a ranking signal. Google prioritizes secure websites. More importantly, it builds trust with your visitors. Visitors are increasingly wary of websites that aren't secure. Without HTTPS, browsers may display warning messages, scaring visitors away.
How to check: Look for the lock icon in your browser’s address bar when visiting your website. Click on the icon to view certificate details.
What to tell your developer: “Please ensure the website is fully using HTTPS, including all pages and resources (images, CSS, JavaScript). Confirm there are no “mixed content” warnings (where some elements are loaded over HTTP on an HTTPS page).”
What are Redirects and Why Do I Need Them?
Redirects send visitors (and search engines) from one URL to another. This is essential when you change a page’s address or move your website to a new domain.
Why it matters: Broken links (links to pages that no longer exist) create a poor user experience and harm your SEO. Redirects ensure visitors land on the correct page. They also help preserve "link equity" – the value passed from other websites linking to your content. Using 301 redirects (permanent redirects) tells Google the old URL is permanently moved, and to update its index.
How to check: Use a free online redirect checker. Enter a URL you suspect might be broken. A good redirect will return a 301 status code.
What to tell your developer: “Whenever a page URL changes, implement a 301 redirect from the old URL to the new URL. Avoid redirect chains (redirecting from A to B to C) as they slow down crawling and can cause issues.”
What are Crawl Errors and How Can I Fix Them?
Crawl errors occur when Google attempts to access a page on your website but encounters a problem. This could be due to broken links, server errors, or blocked access in your robots.txt file.
Why it matters: Crawl errors prevent Google from indexing your content, impacting your search rankings. While a few errors are normal, a large number indicates a serious problem.
How to check: Use Google Search Console. The “Coverage” report shows crawl errors and other indexing issues.
What to tell your developer: "Please investigate and fix any crawl errors reported in Google Search Console. Common causes include broken links, server errors (like 500 errors), and pages blocked by the robots.txt file. Prioritize fixing errors on important pages.”
What Most Guides Don’t Tell You…
Technical SEO isn’t a one-time fix. It's ongoing maintenance. Website platforms and Google's algorithms change constantly. Regularly monitoring your website’s technical health is crucial. Many guides focus on complex schema markup (covered in another blog post), but getting the basics right – sitemaps, robots.txt, HTTPS, redirects, and error monitoring – delivers the biggest impact for most small businesses in Calgary and beyond. Don’t chase every shiny new SEO tactic; focus on building a solid, technically sound foundation.
At Eikeland SEO, we often see businesses losing significant traffic simply due to easily fixable technical issues. We specialize in uncovering these problems and implementing effective solutions.
Ready to ensure your website is technically sound? Contact us for a free technical SEO audit.