您(Are)是否想知道为什么您的有用、相关和有价值的内容排名不佳？如果您还没有为您的网站执行技术SEO优化，您将继续挣扎。技术SEO处理您网站的基础设施。
总之，如果您想在 Google 的搜索引擎中实现良好的有机搜索结果，您的网站的技术SEO优化有 7 个基本步骤。(SEO)
- 进行现场审核。
- 提高服务器响应时间。
- 确保移动兼容性。
- 优化您的机器人文本文件。
- 使用有针对性和针对性的URL结构。
- 有效地构建内部链接。
- 修剪和维护损坏的链接和页面。
正确完成SEO优化后，您将帮助搜索引擎轻松抓取、访问、索引和解释您的网站。从加速您的网站到保持无错误编码，这些策略不仅给Google留下了深刻印象，而且还满足了用户的期望。
下面的策略并不详尽。内容优化和页面结构的整个领域也存在。在这里，我们只关心基本面。
1. 进行审计(1. Conduct An Audit)
在执行技术SEO优化之前，您需要了解您的网站需要哪些改进以及存在哪些潜在问题。
这就是为什么您应该进行技术SEO审核的原因。完成后，您将能够整理一份可操作的待办事项列表。
您可以使用多种技术SEO审核工具，例如Screaming Frog SEO Spider 和 Google Search Console。
2.提高服务器响应时间(2. Improve Server Response Time)
服务器(Server)响应时间由网页加载所需的时间定义。
谷歌(Google)将抓取您的网站，寻找降低页面速度的编码效率低下。他们建议以小于 200 毫秒的服务器响应时间为目标。
您可以使用多种免费工具来确定网页的加载时间，例如GTmetrix、Google PageSpeed Insights和Pingdom Speed Test。您还应该使用页面速度指南(page speed guide)，该指南将突出显示您网站的页面速度审核的每个步骤并推荐解决方案。
加载缓慢的页面不仅会影响您的排名，还会对用户体验产生负面影响。这会导致更高的跳出率、更少的页面停留时间和更少的转化。
以下(Below)是增加服务器响应时间的几种方法：
- 缩小 CSS、JavaScript 和 HTML(Minify CSS, JavaScript, and HTML)：删除多余或不必要的数据，例如逗号、空格、格式、代码注释和其他字符。如果您使用 WordPress，WP Rocket(W)是(P Rocket)一个简化流程的插件。
- 压缩文件(Compress your files)：使用Gzip等应用程序来减小JavaScript、CSS和HTML文件的大小。
- 使用浏览器缓存(Use browser caching)：应该缓存 JavaScript 文件、样式表和图像，这样您的整个页面就不必在每次同一个用户(user)登陆时重新加载。
- 最小化页面重定向(Minimize page redirects)：当您的网页重定向到另一个页面时，访问者必须等待更长时间才能加载页面。
- 优化图像：使用(Optimize your images)JPEG Optimizer、CompressNow和TinyPNG等工具在不牺牲质量的情况下减小图像文件的大小。
3.做好移动准备(Be Mobile Ready)
截至 2015 年，谷歌(Google)已经优先考虑适合移动设备和移动响应的网站。如果您的网站不是，它将在搜索结果中下降并最终获得较低的排名。
使用Google 的移动设备友好测试( Google’s Mobile-Friendly Test)来查看您的网站是否符合 Google 的标准。
在搜索框中输入您的 URL，然后单击测试 URL(Test URL)。该工具将分析该页面并返回测试结果。您希望看到如下所示的结果。
如果您的结果不是最佳的，请阅读移动搜索引擎优化：权威指南( Mobile SEO: The Definitive Guide)以获取有关如何提高分数的提示。
4. 优化您的 Robots.txt 文件(4. Optimize Your Robots.txt File)
robots.txt 文件位于您网站的根目录中。它告诉搜索引擎要抓取您网站的哪些页面并将其添加到其索引中。
通过确保您只阻止您不希望搜索引擎抓取的目录或文件来正确格式化它。
还要在站点地图中包含您的 robots.txt 文件。要了解更多信息，请阅读Google 的Robots.txt 规范( Robots.txt Specifications)。
5.使用对 SEO 友好的 URL(Use SEO-Friendly URLs)
搜索(Search)引擎友好的URL(URLs)包含与页面主题相关的关键字。还要避免使用下划线、连字符、空格和其他字符。
您的URL(URLs)应该是合乎逻辑且有条理的。可读文字优于产品ID(IDs)和数字，因为它们代表了访问者希望在您的页面上看到的内容。
要查看您的URL(URLs)是否对SEO 友好(SEO-friendly)，请进行SEO 友好 URL 测试(SEO Friendly URL Test)。在搜索框中输入您的页面 URL，然后单击Checkup。
如果您的结果不好，请挖掘最佳策略来改进它们。
6.优化内部链接(Optimize Internal Links)
内部(Internal)链接可帮助搜索引擎了解您网站的架构。他们使用从一个页面指向另一个页面的超链接连接您的内容。
Google会查看您的链接以确定相关内容及其价值。通过使用正确的内部链接策略，您正在建立帖子和页面的层次结构，优先考虑更重要的内容。
如果通过SEO优化正确使用，您的内部链接策略可以帮助您的网站在搜索中排名更高。以下(Below)是一些要遵循的锚文本最佳实践：
- 使用两个或三个词的短语
- 避免关键字填充
- 使用完全匹配和部分匹配的组合
- 链接到重要页面
- 不要在一页以上使用相同的锚文本
审核和优化内部链接的一种方法是使用Google Search Console。
您的最高优先级页面应该获得最多的内部链接。
7.修复损坏的链接和页面(Fix Broken Links & Pages)
用户(User)体验对于您的网站在搜索引擎中的排名起着至关重要的作用。如果您的某个页面显示 404 错误，则表示您链接到的页面不存在。
Google无法抓取损坏的页面，并且用户不喜欢被发送到不存在的页面。如果您删除或取消发布页面，您将断开链接。
在删除页面之前，请设置 301 重定向。用户将被带到新页面，不会看到 404 错误。
如果您使用WordPress，有一些有价值的WordPress SEO 插件(WordPress SEO plugins)可以帮助您快速完成这些审核任务。
或者您可以使用Google Search Console。登录(Log)您的帐户并点击Coverage。如果您的页面上有任何错误，您将看到它们以红色列出。
一旦确定了损坏的链接，您就可以修复它们。完成后，向Google提交新的站点地图。
良好的技术SEO优化不会在一夜之间发生。它经常被忽视，有利于页面搜索引擎优化(SEO)和链接建设。但是，解决您网站上的技术问题同样重要。勤奋——定期监控、审查和检查您的网站，以便在搜索引擎结果中表现更好。
7 Technical SEO Optimization Tips for Any Website
Arе yоu wondering why your helpful, relevant, and valυable content isn’t ranking well? If уou havеn’t performed technical SEO optimization for your website, уou wіll continue to struggle. Technical SEO deals with the infraѕtruсture of your website.
In summary, there are 7 basic steps to technical SEO optimization of your site if you want to realize good, organic search results in Google’s search engine.
- Conducting an on-site audit.
- Boosting server response times.
- Ensure mobile compatibility.
- Optimizing your Robots text file.
- Using a focused and targeted URL structure.
- Structuring internal links effectively.
- Pruning and maintaining broken links and pages.
When SEO optimization is done properly, you’re helping the search engines crawl, access, index, and interpret your site easily. From speeding up your website to maintaining error-free coding, these strategies not only impress Google but also satisfy user expectations.
The strategies that follow are not exhaustive. A whole area of content optimization and page structure also exists. Here, we are only concerned with the fundamentals.
1. Conduct An Audit
Before you can perform technical SEO optimization, you need to understand what improvements your site needs and where potential problems exist.
This is why you should conduct a technical SEO audit. Once you complete it, you will be able to put together an actionable list of to-dos.
There are several technical SEO audit tools you can use, such as Screaming Frog SEO Spider and Google Search Console.
2. Improve Server Response Time
Server response time is defined by how long it takes a webpage to load.
Google will crawl your website looking for coding inefficiencies that are slowing down your page speed. They recommend aiming for a server response time of less than 200ms.
There are several free tools you can use to determine the load time of your web pages such as GTmetrix, Google PageSpeed Insights, and Pingdom Speed Test. You should also use a page speed guide which will highlight each step of the page speed audit for your site and recommend solutions.
Not only do slow loading pages affect your rankings, but they also have a negative impact on user experience. This results in higher bounce rates, less time spent on a page, and fewer conversions.
Below are a few ways to increase your server response time:
- Minify CSS, JavaScript, and HTML: Remove redundant or unnecessary data such as commas, spaces, formatting, code comments, and other characters. If you use WordPress, WP Rocket is a plugin that simplifies the process.
- Compress your files: Use an application such as Gzip to reduce the sizes of your JavaScript, CSS, and HTML files.
- Use browser caching: JavaScript files, stylesheets, and images should be cached so that your entire page doesn’t have to reload every time the same user lands on it.
- Minimize page redirects: When your webpage redirects to another page, the visitor must wait longer for the page to load.
- Optimize your images: Reduce the size of your image files without sacrificing the quality with tools such as JPEG Optimizer, CompressNow, and TinyPNG.
3. Be Mobile Ready
As of 2015, Google has given preference to mobile-friendly and mobile-responsive sites. If your site is not, it will drop in the search results and end up with lower rankings.
Use Google’s Mobile-Friendly Test to see if your website meets Google’s criteria.
Enter your URL in the search box and click Test URL. The tool will analyze that page and return the test results. You want to see a result like the one shown below.
If your results are not optimal, read Mobile SEO: The Definitive Guide for tips on how to improve your score.
4. Optimize Your Robots.txt File
A robots.txt file is located in your website’s root directory. It tells the search engines which pages of your site to crawl and add to their index.
Format it correctly by making sure you are only blocking the directories or files that you don’t want search engines to crawl.
Also include your robots.txt file in your sitemap. To learn more, read Robots.txt Specifications from Google.
5. Use SEO-Friendly URLs
Search engine-friendly URLs contain keywords relevant to the topic of the page. Also avoid using underscores, hyphens, spaces, and other characters.
Your URLs should be logical and organized. Readable words are preferred over product IDs and numbers because they represent what visitors would expect to see on your page.
To see if your URLs are SEO-friendly, conduct an SEO Friendly URL Test. Enter your page URL in the search box and click Checkup.
If your results are not good, do some digging on the best strategies to improve them.
6. Optimize Internal Links
Internal links help search engines understand your site’s architecture. They connect your content using a hyperlink that points from one page to another.
Google looks at your links to determine related content and its value. By using the right internal linking strategy, you are establishing a hierarchy of posts and pages that gives precedence to the more important ones.
When used correctly through SEO optimization, your internal link strategy can help your site rank higher in search. Below are some anchor text best practices to follow:
- Use two or three-word phrases
- Avoid keyword-stuffing
- Use a combination of exact match and partial match
- Link to important pages
- Don’t use the same anchor text for more than one page
One way to audit and optimize your internal links is to use the Google Search Console.
Your highest priority pages should be getting the most internal links.
7. Fix Broken Links & Pages
User experience plays a vital role in how your website ranks in the search engines. If one of your pages shows a 404 error, it means you are linking to a page that doesn’t exist.
Google can’t crawl broken pages, and users don’t like being sent to non-existent pages. If you delete or unpublish a page, you will break the link.
Before you remove a page, set up a 301 redirect. Users will be taken to the new page and won’t see a 404 error.
If you are using WordPress, there are some valuable WordPress SEO plugins that can help complete these auditing tasks quickly.
Or you can use Google Search Console. Log into your account and click on Coverage. If there are any errors on your page, you will see them listed in red.
Once you identify broken links, you can fix them. When you are done, submit a new sitemap to Google.
Good technical SEO optimization doesn’t happen overnight. It is often overlooked in favor of on-page SEO and link building. However, it is just as essential to fix technical issues on your site. Be diligent – monitor, review and check your website regularly to perform better in the search engine results.
