Do businesses really need to invest in technical SEO? The short answer is "yes" but read the long answer here.Web writers who are interested in learning more about SEO have probably read Search Engine Journal's recent article that discussed technical SEO tools. While content writers aren't usually involved in the technical side of SEO, it’s always good to know how their work fits into the greater strategy.
But why does one need technical SEO?
In short, technical SEO is just as important as keyword research. It’s like coming up with a brilliant UX/UI design for an app but not writing the code because the way it looks should be enough to sell it.
Both are important. A business can’t do away with either.
It’s the same with SEO. Both technical and on-page SEO are important.
The Importance of Being Optimised
Any business that hopes to reach its customers today needs to have an online presence. A website is normally one of the first things a business needs—even if it has a single page with contact details.
Of course, anyone can create a website. It’s quite easy.
The issue arises when it’s time to market it. Social media is a good place for businesses to promote their brand. However, a lot of people search for services they want on a search engine like Google.
It goes without saying that companies definitely want to be seen there.
SEO Is Important for Marketing
SEO is necessary because that is what tells search engines when to show specific web pages to searchers. And, they might be searching for something that’s not quite a sale, but might lead to one in the future.
The thing is, there’s a difference between selling and marketing. Selling is the act of convincing someone to pay them for their product or service.
Marketing, on the other hand, is convincing people they need their product or service—even if they’ve never needed it before.
So, whilst selling is a part of marketing, it’s not all there is to it.
A good technical SEO agency, like Geeky Tech, will be able to help businesses draft a digital marketing strategy that addresses every aspect of their customers’ needs.
SEO Helps Companies Build a Rapport With Their Customers
The other thing is, when people search for a product or service, chances are they have already decided what they want and who they are likely to buy it from.
Marketing is spending time building a relationship with potential customers. That way, when they are ready to buy, that business the first name they think of.
And, how does SEO fit into this?
Well, since SEO is a part of digital marketing, it involves finding out the questions potential customers are asking, answering them, and ensuring that the answers can be found by them.
If a business can give users valuable information when they have a question, the user starts to think of that brand as an expert. As an expert, if a business continue to give users that important information, they start to earn their trust.
Once a business has earned a user's trust, they are more than willing to become a customer.
If an expert who was giving them free advice is selling something, it must be better than the competitors’ product (or service).
Why Do Businesses Need Technical SEO?
So, we’ve established that SEO helps customers find websites. On-page SEO helps by telling Google the questions pages are answering on the page and the information readers could find on there.
Technical SEO, on the other hand, might have some information about the keyword focus on the page. However, it mainly addresses… well… the technical aspects.
- Should the page be indexed or not? (Not all pages need to show up on search results)
- Is the site set up properly for crawlers? (If it isn’t, all that brilliant content will never be seen by search spiders, and thus, will never show up in search results.)
- Are the URLs and site markup optimised?
- Is the website organised logically? (e.g., the important pages shouldn't be more than 3 layers deep.)
- If the site has been migrated, was it done properly and with the right redirects?
- Speaking of redirects, have they been set up correctly, or are there pages that hop from A to B to C to D instead of A to D?
Technical SEO deals with these aspects of optimisation. And, a business really need them because no matter what doomsday prophets say, AI might change the way we do SEO but AI will not kill SEO.
In other words, technical SEO is essential for digital marketing. Anyone who says otherwise is either lying or trying to sell something.
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