How to make your product/service found by Google. Technical SEO aims the crawling and indexing phase of your website. A list of top 10 technical seo topics for 2020 with a checklist you can go through, before publishing a website.

1. www.invidual.com

2. Wordpres
Meetup
11.12.2019
Technical
SEO
Ing. Bartosz Stankiewicz, MSc
www.invidual.com
bart@invidual.com
+43 660 67 23 749

3. About Us
Ing. Bartosz Stankiewicz, MSc
Website Development
Pia Steurer, BA BA
Online Marketing

4. 1
2
3
4
5
What is Technical SEO?
Numbers from 2019 on Technical SEO
Top 10 To-Dos
Checklist with 20 Steps for 2020
Conclusion
Technical
SEO
Overview

5. What is Our
Goal?
Our (customers’) products/services should
be found on the internet.

6. What do Search
Engines do?
1
2
3
Indexing
Crawling
Answering Search Queries

7. What is SEO?
A process of optimizing your website for search engines.
Search Engine Optimization

8. What is Technical
SEO?
Everything regarding SEO
which has nothing to do
with content or website
promotion. Optimizing for
crawling & indexing phase.

9. 3 Pillars of SEO
TECHNICAL SEO
Crawling & Indexing
OFF-PAGE SEO
Website Promotion
ON-PAGE SEO
Page & Content
Optimization

10. Off Page SEO
& SEM
On-PAGE SEO based
on Content
Technical SEO
3 Layers of SEO

11. Numbers on
Technical SEO
• 44% of Fortune 500 company websites are not mobile-
friendly. (Techcrunch)
• 59% of SEO specialists say that technical on-site
optimization is the most effective SEO strategy used.
(Medium)
Source:https://learn.g2.com/seo-statistics

12. Numbers on
Technical SEO
• Usability experts claim that it should only take three clicks to
find any given page. (SEJ)
• 47% of consumers expect a page to load within two seconds.
(Quicksprout)
Source:https://learn.g2.com/seo-statistics

13. TOP 10

14. H1-Tag
Solution
Should be title of page/post,
on top of the website, with
keywords relevant to the
content of the website and
relevant to search terms used
in search queries.
Issue
Missing, multiple h1 tags.
How to check?
Use a browser, open the
source code of website and
search for “h1”.

15. Meta Title &
Description
Solution
They give a search engine an
idea of what the page is
about, this data appears in
the search engine’s result
pages (SERP). Shouldn’t be
too short or too long and
different on every page.
Issue
Missing, too short/too long,
no keywords.
How to check?
Check with:
https://www.seobility.net/e
n/seocheck/

16. SEO Friendly URLs
Solution
Should make
hierarchy/structure of the
site visible, should be human
readable and consist of
keywords. Often same
content as h1.
Issue
Not human readable URL.
How to check?
Check the URL-bar of the
browser.

17. robots.txt
Solution
User-Agent: *
Allow: /wp-content/uploads/
Disallow: /wp-content/plugins/
Disallow: /wp-admin/
Sitemap:
https://example.com/sitemap_index.xml
Issue
Missing or blocking.
How to check?
FTP Client, go to root-
folder (where index.php is)

18. XML Sitemap
Solution
Gives search engines an
overview of the
structure/organization of
your content and shows how
often different sites are
updated. Use Yoast SEO to
provide one and submit to
Google Search Console.
Issue
Missing.
How to check?
Look for sitemap.xml or
index_sitemap.xml

19. Duplicate Content
Solution
Redirect in .htaccess file to
one URL. Define unique
indexable pages through:
rel=“canonical”
Issue
Different URLs display
same content. www vs. non-
www, http vs. https.
How to check?
Check redirects in URL-
bar. Check with:
https://www.seobility.net/e
n/seocheck/

20. 301 Redirects
Solution
Create redirects in the
.htaccess file
Redirect 301 /old-page.html
http://www.mydomain.com/new-page.html
Issue
Deleted content without
301 redirect, website
relaunch without 301
redirects which causes a
loss of human website
traffic, SEO ranking and
history.
How to check?
Check for 404 errors in
Google Search Console.

21. Mobile Responsive
Solution
Create responsive layouts for
your website and test a lot.
Issue
Broken layout/not
accessible content on
mobile which causes
reduced search ranking in
search engines and poor
user experience.
How to check?
Test on mobile devices and
through Google Chrome
Developer Tools.

22. Speed &
Performance
Solution
Site speed is part of Google’s
algorithm, site speed
becomes more and more
important. Optimize image
sizes, compress CSS & JS
files.
Issue
Slow websites, mobile usage
with bad coverage. It makes
it difficult for search
engines to crawl content
and creates poor user
experience.
How to check?
Use PageSpeed Insights:
https://developers.google.c
om/speed/pagespeed/insigh
ts/.

23. Schema & Rich
Snippets
Solution
Structured data helps search
engines to understand the
content on your site, which
can be used to display rich
snippets in search results.
Makes your content more
visible on the SERP.
Issue
Missing or wrong
structured data.
How to check?
Use Google Rich Results
Test to validate:
https://search.google.com/t
est/rich-results.

24. Checklist 2020
• Specify a preferred domain
• Register your website on Google Search Console
• WP: Allow to crawl & index your website (WP: Settings > Read –
uncheck checkbox)
• Create XML-Sitemap and submit to Google Search Console
• Create a robots.txt file
• Make your website fast & mobile friendly (responsive)
• Create SEO friendly URLs
• Identify crawl errors (”Coverage” in Google SC)
• Fix broken links & create effective 404 pages
hidigitaltips.com

25. Checklist 2020
• Set correct 301 redirects
• Turn to HTTPS
• Fix duplicate content issues
• Check regularly for malware / update WP & Plugins –
disable unused ones
• Use structured data (appear in SERP with rich content)
• Check if JS doesn’t hide or block content
• Validate and fix JS/HTML/CSS errors
hidigitaltips.com

26. Conclusion
Strong SEO is only possible when it combines good content,
with off-page action, high quality WordPress themes, plugins,
testing and hosting.

27. Ing. Bartosz Stankiewicz MSc
www.invidual.com
bart@invidual.com
+43 660 67 23 749
Further readings
https://www.reliablesoft.net/technical-seo/
https://hookagency.com/idiots-guide-technical-seo
https://www.reliablesoft.net/technical-seo/