TechSEO Boost: The key trends in technical SEO

Towards a definition of ‘Technical SEO’

Technical SEO is an often misunderstood discipline that many find difficult to pin down in exact terms. The skills required to excel in technical SEO differ from the traditional marketing skillset, and its aim is traditionally viewed as effective communication with bots rather than with people. And yet, technical SEO can make a significant difference to cross-channel performance, given the footprint its activities have across all aspects of a website.

Technical SEO thrives on innovation

Many marketers will have seen a technical SEO checklist in their time. Any time a site migration is approaching or a technical audit is scheduled, a checklist tends to appear. This is essential housekeeping and can help keep everyone on track with the basics, but it is also a narrow lens through which to view technical SEO.

Automation creates endless opportunities

The discussion around the role of automation looks set to continue for some time across all industries. Within search marketing, there can be little doubt that rules-based automation and API usage can take over a lot of the menial, manual tasks and extend the capabilities of search strategists.

  • Data collection
  • 301 redirect mapping
  • Technical audits
  • Competitor data pulls
  • Anomaly detection

Machine learning leads to more sophisticated results

Machine learning can be at the heart of complex decision-making processes, including the decisions Google makes 40,000 times per second when people type queries into its search engine.

Technical SEO facilitates user experience

A recurring theme throughout TechSEO Boost was the relationship between SEO and other marketing channels.

Key takeaways from TechSEO Boost

  • Technical SEO can be defined as “any sufficiently technical action undertaken with the intent to improve search performance.”
  • Automation should be a central concern for any serious SEO. The more of the basics we can automate, the more we can experiment with new solutions.
  • A more nuanced understanding of Google’s information retrieval technology is required if we are to achieve the full SEO potential of any website.
  • HTTP/2 is the main development for site speed across the web, but most of the best practices from a decade ago still hold true.
  • Improving site speed requires a detailed understanding of how content loads across all devices.

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Tech/business writer, lecturer, and analyst. I used to be with it, but then they changed what ‘it’ was.

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Clark Boyd

Clark Boyd

Tech/business writer, lecturer, and analyst. I used to be with it, but then they changed what ‘it’ was.

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