What is Technical SEO and Why Should I Care?
As a business owner, you likely understand the importance of marketing – getting your message in front of potential customers. Traditional marketing focuses on things like advertising and social media. Technical SEO is the foundation that allows those efforts to work effectively. It’s about making sure search engines like Google can easily find, understand, and index your website. Think of it as preparing your store for customers before you start advertising – clean floors, clear signage, and organized shelves. Without a solid technical foundation, even the best content won’t rank well.
What is a Sitemap and Why Do I Need One?
Imagine your website is a large building with many rooms. A sitemap is like a map of that building, listing all the important pages. It helps Google's web crawlers (the bots that scan your site) efficiently discover all the content, even pages that aren’t linked to from other pages.
Why it matters: Without a sitemap, Google might miss important pages, delaying or preventing them from appearing in search results. It's especially important for larger websites or those with complex navigation.
How to check: You can use a free online sitemap validator (search "sitemap validator" on Google) to confirm it’s correctly formatted. Also, check Google Search Console (you'll need to verify ownership of your site first) – it will tell you if Google has successfully processed your sitemap.
What to tell your developer: Ask them to create an XML sitemap and submit it to Google Search Console. The sitemap should be dynamically generated so it automatically updates as your website changes. It should also be updated and resubmitted anytime you make significant changes to your website.
Here's an example of what a sitemap looks like:
https://eikeland.ca/
2026-07-23
daily
1.0
https://eikeland.ca/services
2026-07-23
weekly
0.8
What is a Robots.txt File and Why is it Important?
The robots.txt file is a set of instructions for web crawlers. It tells them which parts of your website not to crawl. You might use this to block access to admin areas, duplicate content, or pages under development.
Why it matters: Incorrectly configured robots.txt files can accidentally block Google from crawling important pages, effectively removing them from search results. It’s a powerful tool, so handle with care.
How to check: Type yourwebsite.com/robots.txt into your browser (replace "yourwebsite.com" with your actual domain). This will display the file's contents. You can also use the Robots.txt Tester in Google Search Console.
What to tell your developer: Ensure the robots.txt file doesn’t block any important pages. It's generally safe to allow crawling of all public-facing pages. A common mistake is blocking the entire site. For example, avoid this:
User-agent: *
Disallow: /This disallows all robots from crawling all pages on your site. Instead, you want to specifically disallow only what you need to.
Why Does My Website Need HTTPS (SSL Certificate)?
HTTPS (Hypertext Transfer Protocol Secure) is the secure version of HTTP. It encrypts the data transmitted between your website and visitors’ browsers, protecting sensitive information like login credentials and payment details. The “S” in HTTPS signifies this security.
Why it matters: Google has explicitly stated that HTTPS is a ranking signal. More importantly, it builds trust with your visitors and is essential for any website that collects personal data. Modern browsers will warn users if a site isn’t secure, potentially driving them away.
How to check: Look for the padlock icon in the address bar of your browser when visiting your website. Clicking the padlock will show certificate details.
What to tell your developer: Ensure your website has a valid SSL certificate installed. This usually involves purchasing a certificate from a Certificate Authority and configuring your web server. Most hosting providers offer free or low-cost SSL certificates these days.
What Are Redirects and Why Are They Necessary?
Redirects send visitors from one URL to another. This is crucial when you change a page’s address (e.g., renaming a product page or updating your website’s structure). There are several types of redirects, but 301 redirects are the most common and important for SEO.
Why it matters: Without redirects, visitors who click on old links will encounter a “404 Not Found” error. This is a bad user experience and can harm your SEO. 301 redirects tell Google that the page has permanently moved, preserving the ranking power (link equity) of the old URL.
How to check: Use a free online redirect checker (search "redirect checker" on Google) to verify that redirects are working correctly. Also, check Google Search Console for “soft 404” errors, which can indicate issues with redirects or missing pages.
What to tell your developer: When changing URLs, always implement 301 redirects from the old URL to the new one. This is typically done using your web server's configuration file (.htaccess for Apache, or within your server settings for other servers). Here’s an example for an Apache server:
Redirect 301 /old-page.html /new-page.htmlWhat Are Crawl Errors and How Do I Fix Them?
Crawl errors are problems Google encounters when trying to access or process pages on your website. These can include 404 errors (page not found), server errors, or issues with your robots.txt file.
Why it matters: Unresolved crawl errors can prevent Google from indexing your pages, impacting your search rankings.
How to check: Monitor the “Coverage” report in Google Search Console. It will list all detected crawl errors, along with details about the issue.
What to tell your developer: Address the errors reported in Google Search Console. Common fixes include: restoring deleted pages, fixing broken links, correcting robots.txt blocking, or resolving server issues. Prioritize fixing 404 errors, as these are the most common and easily fixed.
Addressing these technical SEO elements is an ongoing process. It's not a "set it and forget it" task. Regular monitoring and maintenance are essential. At Eikeland SEO, we specialize in these foundational elements, allowing our clients to focus on creating great content and serving their customers.
If you’d like a professional technical SEO audit for your website, please reach out to us.