By Jim Yu
Eighty-eight percent of B2B marketers now report using content marketing in their promotional strategies, according to the Content Marketing Institute.
Developing content and using SEO to drive rankings and traffic has become a fundamental part of digital strategies, not just for the thought leaders of the industry, but it has become standard across the spectrum.
Thanks in large part to this massive development of online content, there are now more than one billion websites available online.
This tremendous growth has resulted in an increasingly competitive online market, where brands can no longer find success through guesswork and intuition. Instead, they must rely on more sophisticated strategies and means of enticing new customers.
The art of SEO lies in helping customers find your relevant, helpful content when it would benefit them and then creating a pleasant experience for them while they visit your website. Hence, it is vital that marketers do not neglect their technical SEO.
Sites still need to be built and structured well so they can be found, crawled, and indexed, hopefully to rank well for relevant keywords. There are a few technical SEO strategies in particular that we believe brands should be paying close attention to get their site in front of their competitors.
How does technical SEO impact the bottom line?
According to research performed at my company, BrightEdge, over 50 percent of the traffic on your site is organic. This means that the majority of the people visiting your page arrived there because they thought your listing on the SERP appeared the most relevant to their needs.
Those who neglect their technical SEO will find that this can damage the rankings their pages receive on the SERPs as well as the engagement on the actual site. In other words, not applying these core technical SEO concepts will negatively impact the number of visitors received, and thus revenue for the brand.
Customers have reported that how well the site runs greatly impacts their decision about whether or not to make a purchase. More than three quarters of customers – 79 percent – report that when they encounter problems with a site’s performance, they are less likely to buy from them again.
These customers also hold sites to a high standard, with a single second delay in page loading lowering customer satisfaction by 16 percent. Other common consumer complaints about websites include sites crashing, poor formatting, and error notifications.
Technical SEO makes it easier for users to find the website and then navigate it. It has a direct impact on rankings and traffic as well as the overall user experience. It should be clear, therefore, the tremendous impact that poor technical strategies and orphan pages can have on the bottom line for any organization.
5 essential aspects of technical SEO that cannot be neglected
1. Site accessibility
Site owners should periodically verify that the site is completely accessible for both search engine spiders as well as users. Robots.txt, for example, can be useful at times when you do not want a page to be indexed, but accidentally Go to the full article.
Source:: Search Engine Watch