What You Need to Know About Technical SEO

Technical SEO is another element of SEO that is vital to the overall process. The slightest bit of problem with your technical SEO efforts can waste most of your SEO efforts, which is why your law firm needs to be aware of technical SEO and what it entails.

What is Technical SEO?

It is ‘technical’ because this aspect of SEO has nothing to do with the content you have on the website. It deals with how optimized the website infrastructure is for search engines. The primary purpose of technical SEO is to optimize your website so search engines can easily crawl and index it. Without either one, your website will not appear in search results.

The Best Practices for Technical SEO

There are certain practices you can follow for optimal technical SEO for your firm’s website.

Specific domain name

There is a reason why businesses spend time picking out the perfect domain name for their website. Some even pay thousands of dollars to purchase their desired domain name from web hosts who have already purchased their desired domain. Once you have your domain, you need to register it with Google Webmaster. Make sure you set the domain in your site settings and do the same for your CMS if you are using one. This way, they all correspond to the same domain.

Check the robots.txt

The robots.txt is a file that is in the root directory of your firm’s website. The file’s purpose is to direct search engines to specific pages that the bots should crawl and index. Once you find the file in your directory, you can read through it. In most cases, you won’t have to make any changes to it. The only thing you need to look out for is false blockings. These discourage search engines from both crawl or index a page.

Check the URL structure

The next aspect of the website you need to check is the URL formats of your website’s pages.

You need to ensure the following:

• Are all lowercase

• Use hyphens “-” to separate words

• URL describes the page; for example, the services page should specifically mention “services” at the end of the URL

• Is short and doesn’t use unnecessary words

• Uses your target keyword whenever possible

Usually, with CMS such as WordPress, the URL generated will automatically take the title given to the page and include it within the URL. This makes it easier for you, especially when posting content on the website, such as blogs. The URL generated is already optimized for technical SEO.

However, for posts that may have a more extended title, you may want to revise and make them a little shorter in the URL.

Ensure web structure is optimal

The web structure is important for crawl bots and users; it shows them how to navigate the site. One mistake that is commonly made by websites is to have all their content posted into a single category.

This makes it hard for users and bots to navigate the website. Think of it from your user’s perspective; they would have to go through tons of links to find the exact page or content they were looking for. Not many will take the time to do that, in the same way, bots will not crawl through all your pages to index them.

You need to categorize your website and break it down into as many relevant sections as possible. The navigation design should be accordingly.

Include an XML Sitemap

The sitemap is one of the essential elements within technical SEO. It lists all the pages on your website, making it easy for bots to crawl through them for indexing purposes. It serves as their guide through your website. To ensure the optimization of the sitemap, you only want to include pages that you want to include pages you want the bots to crawl.

This means you include the main pages of the site along with page categories and posts. You don’t want to include pages that don’t have original content, such as author or tag pages. You should configure your site, so the sitemap updates automatically as you add pages. This way, you don’t need to update the sitemap.

Ensure your site loads quickly

As users become more impatient, you need to ensure your website loads within 4 seconds of them clicking through to it. If your site takes longer than 5 seconds to load, most users will close out of it. Search engines take site load speed into account when ranking pages.

You can optimize your page to load quicker by taking the following steps:

• Optimize your images, so they are smaller in size and load quicker

• Use JavaScript instead of flash but keep it to a minimal

• Embed any videos from video host sites rather than upload them to your site directly

To test your site speed, visit GTMETRIC.XOM 


This is just the start of your technical SEO process. Many different parameters within technical SEO impact a website’s SEO. The smallest of technical SEO errors can cost your firm’s website the top spot on search engines, which is why you need to be aware of the process.

The good thing about technical SEO is that you will likely not have to worry about it again if you fix it once. So take the time and check your website’s infrastructure to ensure it is optimal for technical SEO.

Martin Vermaak

The Lawyer Marketing Pro Digital Marketing Agency for Lawyers and Law Firms.

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