When talking about search engine optimizationMany people think of keywords, compelling titles, or quality links. However, there's an essential component that remains hidden from view but plays a decisive role in ranking: technical SEO.
A technically well-designed site not only makes life easier for search engines, it also improves the user experience. And in an era where more than 90% of online experiences begin with a search engine (BrightEdge, 2023), there's no room for ignoring this component.
What is technical SEO and why does it matter?
Technical SEO encompasses all the optimizations that allow search engines to properly crawl and index your site. This process is essential for your content's visibility. Often, it's small details that put your competitors on the search engine's first page, while you don't.
An SEO audit It can reveal flaws that are invisible to the user but harmful to Google. Among others, those that are not visible to the naked eye:
- Confusing URL structures
- 404 errors or poorly implemented redirects
- Excessive charging time
- Poor use of H tags (for document outline)
- Pages that are not mobile-responsive
Correcting these issues can have a significant impact on your overall SEO efforts, because a technically well-designed site that isn't frequently updated isn't enough.
The URL structure: clarity for the search engine and the user
URLs should be clean, descriptive, and hierarchical. This not only makes them easier for users to read, but also improves Google's crawling.
Compare for example these two addresses:
The second transmits context and relevance, while the first is confusing for both users and algorithms.
Loading speed: the factor that decides whether someone stays or leaves
A delay of just one second in loading your site can reduce conversions by 7% (Akamai, 2022).
Additionally, since the implementation of Core Web Vitals, Google prioritizes fast and stable sites. Some technical elements that influence:
- Image optimization
- Minifying CSS and JavaScript files
- Using browser cache
- Fast and secure servers
That is why it is so important that the development of your website Don't just focus on the visual aspect, but also on the technical aspect, as the goal shouldn't be to "have" a site, but rather to generate business opportunities and regular visits.
Mobile-first: Your site must be mobile-friendly
More than 60% of web traffic comes from mobile devices (Statista, 2024). Google knows this and prioritizes the mobile version of sites when indexing.
A mobile-first design is not only responsive, but also involves:
- Content adapted to small screens
- Thumb-accessible menus
- Legible fonts without zooming
- Buttons with the right size for error-free pressing
An technical SEO audit It allows you to identify elements that hinder the mobile experience and that may be affecting its visibility.
The importance of H tags: hierarchy that guides Google and the user
One of the most common, and damaging, technical errors in sitios web It's the misuse of heading tags, known as H tags (H1 through H6). These tags aren't just a matter of visual style; they represent the hierarchy of content for search engines. And the worst part is that, since they're not visible to the naked eye, they're often incorrect, and site owners don't even notice!
The header H1 It should be unique per page, as it serves as the main title of the document. Including multiple H1s can confuse both the user and Google about the content's central topic. On the other hand, not using headings (known as "missing headings") prevents the site from conveying a logical structure of the information, which complicates crawling and can affect indexing.
This is an example of a site with poor H1 tag structure, where several HXNUMXs are repeated and there are missing tags:
This is the case of our client Avolta Energy, who are dedicated to the installation of solar panels in Costa Rica and those who, after the redesign of their site, your H tag structure looks impeccable:
During our SEO audits, we often find:
- Using multiple H1s on the same page
- Jumps in the hierarchy (e.g., going from H2 to H4 directly)
- Headings used solely for visual purposes, without semantic coherence
- Complete absence of H2 or H3 on pages with a lot of content
Correcting this not only improves user readability but also allows Google to better understand the relevance and organization of the content. A site with well-structured tags strengthens its topical authority and ranks better against the competition.
We've even seen a jump to the first page more than once by simply properly improving the titles and H tags of the current site, without the need for major SEO adjustments, such is the importance of well-applied technical SEO.
Success story: invisible improvement, visible results
One of our clients in the tourism transportation sector in Tamarindo, Guanacaste, was unable to reach the first page for more than a few keywords.
After a technical audit, we discovered that their site lacked a coherent header structure, their mobile version took longer to load than recommended, their keyword density wasn't sufficient to compete adequately in search engines, and their images weren't optimized.
With changes implemented in just 30 days, including proper redirects, improved loading speed, and a complete sitemap overhaul, the site's visibility improved and, after repeated updates, is now generating even more visitors and leads than before.
How can you tell if you need to improve your technical SEO?
You don't have to be an SEO expert to know if your site needs a technical SEO upgrade. If you notice any of these symptoms, it's time for an evaluation:
- Pages that do not appear on Google, despite being constantly updated
- Constant traffic drops
- Difficulties navigating from mobile
- Loading times greater than 3 seconds
En ZEWSWe offer a complete service of SEO audit, with advanced tools and support from an expert SEO consultant.
Optimizing the invisible can make a difference a real difference in your results. If you're a business owner and want your website to work for your ranking and sales, don't waste any more time! We provide technical analysis, experience, and strategy to help your site perform at its best. contact us via email and via WhatsApp to talk about your specific case.