In today's digital age, where competition is constantly expanding, successfully running a Google Search campaign has become…
In search engine optimization (SEO), where the focus often turns to the latest trends and advanced tactics, the foundation is often overlooked, and that's a good thing. technical SEO. They almost reminded us of this one from Google.
Martin Splitt, Gary Illyes and John Mueller from Google's Search Relations team explained that many websites still need help with basic technical SEO issues like site crawling, indexing and page rendering. These basic factors directly affect a site's performance in search results, and should be addressed first, before less critical parameters.
Technical SEO is (still) always first
Technical SEO involves optimizing a website's architecture and infrastructure to improve crawling and indexing by search engines. Unlike content creation or promotion, technical SEO focuses exclusively on the behind-the-scenes elements of a site.
Illies explains why he frequently posts on social media about technical SEO:
“I like to post about technical stuff… because every now and then we notice that big site owners or big site optimizers will miss critical basics. "
Illies described his observations from conferences where participants were captivated by "the next big thing."
"Just make sure your content is good first…if you look at the many websites people post, they are not helpful or helpful to me as a user trying to find things."
He further underlined the importance of technical aspects in SEO, saying:
"If Googlebot can't reach your website, or rendering fails, or there are no tokens (words) on the site or page, then there's not much Google can do for you."
Splitt agreed, stating that technical SEO "is still important – it's like any fundamental." He suggested addressing the site's home page, as search engines see this as the most important page. When these technical aspects are neglected, it can lead to critical issues, such as rendering errors or unavailable sites, which can seriously affect a website's search engine ranking performance.
Quality over quantity: Rethinking traffic metrics
Another key point of discussion was content evaluation and the common misperception that high traffic equals high quality pages.
Mueller cautioned against relying solely on analytics without considering the user experience:
"Sometimes I feel it's wrong to just focus on traffic."
He gave the example of a site that ranks well for generic keywords but provides little value to users. When traffic from those low-quality keywords dropped, the aggregate statistics looked worrisome – but the loss was irrelevant.
What should you pay attention to?
The hosts emphasized that metrics beyond traffic, such as engagement and user satisfaction, are more accurate indicators of a site's usefulness and quality.
"You actually have to look at the bigger picture of all the traffic that's gone, but also keep in mind ... a lot of this traffic was useless."
It encourages focusing on relevant queries and tracking lower-level pages to better understand site performance.
How to create high quality content?
It is not enough to produce a large amount of content; content must serve a purpose and provide value to its intended audience. However, Illies suggests that creating high-quality content might be simpler than most people think.
The key is to focus on what will help people achieve their goals when they visit your site. This could mean providing comprehensive answers to common questions, solving problems, or sharing interesting and entertaining stories.
"What if quality is actually simpler than most people think?" What if it's about writing things that will help people achieve whatever they need to achieve when they come to the page?”
This discussion by Google's Search Relations team highlights two key points.
First, mastering the basics of technical SEO is essential before diving into advanced tactics. Second, content quality and user engagement are more important than mere traffic numbers to gauge a site's success.
Made by Nebojsa Radovanovic - SEO Expert @Digitizer