The Technology of SEO ?

The web is bigger than a screen it was one of favorite taglines when it comes to selling web technology to clients. Simply because I understand that your SEO strategy will never see the permanent long term no 1 spot without the technology behind your website being right.

In this post I want to simply outline 4 solutions that most companies seem to ignore not understanding how important they are to SEO. In my experience the only reason to ignore proper implementation or optimization of your website is either lack of knowledge or complex business hierarchy which just don't allow things to be done. The simple truth is that large technology companies like google and facebook are rapidly expanding and changing. it is up-to companies leader to evolve with a change or get left behind.

HTTPS


Google has been putting the emphasis on HTTPS since 2013 and there was alot of buzz about this in early 2016 but the world still seems to be ignoring this. Don't be one of those companies. To outline the importance of SSL I searched for 10 popular keywords and created a matrix that shows how many SERP's (search engine ranking positions) in each keyword had SSL websites.

Keyword SSL websites in top 10 Websites in top 5 with SSL % of sites in top 5 with SSL
Seo company 5 4 80
Real estate India 5 1 20
Hollywood gossip 0 0 0
Study online 5 2 40
Web developer 6 4 66%
Best gaming mouse 2 1 50%


The impact of SSL is clear from the matrix I created above. The early adapters of SSL seem to be topping the SERP results.

final-image

To put it to a similar prospective here are the SERP results from pickahome.com one of my clients the day after we implemented SSL for them

similar prospective SERP results

Google page Speed



Let me start by saying Google page speed does related to how fast your page is actually loading it is an algorithm developed by Google that checks how well your web pages optimized for delivery. It has a pretty simple guideline but an effort must be made to optimize for delivery. Most lazy developers will not go the extra mile and the clients will not see the need to optimize the page because they think the site they see every day seems to load just fine.

Google page speed is one of the most important competing factors that you simply can't ignore. From my experience implementing a simple CDN and optimizing above the fold content is the key to 80+ score in page speed. If you are using a CMS like word press you are probably already optimizing your images. But if you are using native HTML then this could become a problem and get flagged.

Google page speed is a part of Google developer tools you can use the online checker to instantly get glimpse of your sites score.

googlepage-speed

Page Speed


Well this is the actual page speed of your site: meaning the time the site is taking to load based on a given location.

page-speed

There are tools like pingdom tools and web page test that give you glimpse of how much data your site is loading and how much actual time does that take to load on a standard desktop with an average connection. But my favorite is dotcom-monitor this tools checks your from 24 different locations around the world and gives you a global average as well. The same global average can then be viewed inside Google analytics for any given client.

I recently ran a check on Coca cola india website just for the sake of it and to my shocking stats that look like this.

50 seconds in their target country ! all I can say is really ! - someone needs to get fired for sure

Image compression


For people using wordpress and other well developed CMS software this is not really a problem as the software is design to solve this issue without any technically knowledge but for people working on custom solutions this is an immediate drag down. You coders need to understand the need for image optimization in run time or your site will just load slow.

Image optimization can be done manually for small sites but for dynamic sites you need to develop or use either a php plug-in like TineThumb or use something an apache mode like Google page speed mode

CDN


A CDN (Content Delivery network) for any given website can be setup on cloud infrastructure in less than one hour which means there is no real excuse not to implement a CDN. they are cost efficient if your site is well optimized and improve downward delivery of images CSS and JavaScript files by over 3x the normal speeds making it one of the most essential technology factors for improving customers experiences. CDN’s can massively boost Google page speed and reduced global loading time which is a major less known in SEO.

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