According to Search Engine Journal, 75% of Google users will never go past page one, which means that if your website is not making the top 10 results then you are not going to be getting the traffic that you need to get sales.
There are 3 components that contribute to the ranking of a site:
- The way the site was structured and optimised – we also refer to this as ‘technical SEO’.
- The content on the site and how well it’s optimised.
- The number and quality of external links pointing to your website.
Technical SEO is extremely important in the ranking process as if done incorrectly can make any marketer’s job very hard or impossible. It’s quicker, easier and more cost-efficient to build the necessary SEO components into the site design and architecture right from the start but if this is not possible, there are ways to improve this on your existing site as well.
Technical SEO looks at things like:
- Proper site architecture and URL structure that incorporates keywords so both search engines and human visitors know exactly what your page is about.
- Clean and W3C validated code
- Schema structured data
- Site loading speed optimisation
- Mobile CSS
- XML sitemap
Creating a new website has the added advantage of reducing the load time of pages. You’re in trouble if it takes more than a few seconds for your site to load. Research by Kissmetrics shows that the website abandonment threshold is 5 seconds for mobile and a mere 3 seconds for desktop.
Once you’ve built your mobile-friendly site, it’s important to continue following SEO best practices in terms of link building both internally and to other sites that Google considers to be authoritative, social media activity, video creation, local search and, believe or not, positive reviews on third-party sites.