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How well the technical elements of a site enable it to be accessed, crawled, and indexed by search engine bots. If a site isn’t properly indexed, it will not be ranked by search engines and no amount of on-page content or links will bring visitors to the site. Hence technical SEO is a key driver of organic traffic.
Search-engine (and user-) friendly URLs: URLs are meaningful to users, don’t link to duplicate content, and use hyphens rather than underscores where possible.
User-friendly navigation: The most important pages are readily accessed two or three clicks from homepage and user is not overwhelmed with an abundance of links.
Technical quality: Refers to technical quality as perceived by search engines. Domain is not flagged as unsafe. HTML and CSS validation shows site is error-free.
Touchscreen readiness: Site is optimized for touchscreen functionalities, e.g. tapping and scrolling.
The SEO Score is a measure of how well the user-facing and technical aspects of your site contribute to search engine optimization, and ultimately, higher rankings and organic traffic.
Speed: Site loads quickly on mobile platform.
Your site’s final SEO Score is determined by its performance in four subcategories: Technical , Content , User Experience , and Mobile . Individual checks with different weightings are aggregated to provide a score for each of the subcategories. Some checks are scored solely on whether an element is absent or present (e.g. whether a site has a sitemap), while other checks are scored on percentage completed (e.g. the percentage of pages with no 404 error). In the table below you will find detailed explanations on each subcategory, and what’s needed to attain a high SEO Score. The SEO Score contributes to the overall Digital Certainty Index® (DCI®)
Indexable meta-content: Meta-titles and short descriptions are present for all pages. This helps search engines understand the context better and sets visitor expectations.
Responsiveness: Content is dynamic and optimized for the mobile operating system.
Indexability: Site is highly indexable by search engines. The presence of a sitemap and structured data markup tells search engines how and what to index on a site. Noindex and nofollow tags are used sparingly but sensibly to prevent search engines from indexing or passing authority to un-endorsed sites. There are minimal page re-directs or only 301 redirects to avoid losing ranking.
Technical SEO is often an afterthought once a site has gone live, but most of the issues that get flagged in a technical SEO audit can be avoided if they are considered in the early stages of the web development process.
Server response: The server loads pages quickly and securely over an HTTPS connection, and returns no 404, 500, or 4xx status errors.
User-friendly visuals: Images are retrievable, accessible and don’t slow down page loading time. Good visuals increase traffic from image searches.
Unique content: No duplicate page titles or meta-content present. Duplicate content hurts SEO.
Note: The Digital Certainty Index® (DCI®) is patented.
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