How to Strategically Think About Technical SEO


Finding the root of the issue

Let’s begin by framing the issue. Look at the charts. In my opinion, it is likely that the mental model of most people’s of technical SEO is similar to the first chart.

In other words, in this graph the solid black line represents the actual traffic you’re receiving, and the dotted line indicates the possible traffic you’d get if all your technical issues that you have on your website were solved. This is why some people look at this and think, “Well, you know, if I can just keep fixing technical things, I can keep getting more traffic to my site.”

It’s one way of looking at it, however I’d say that this isn’t the best way to look at it because there are so many technical issues that could be wrong with your website. There’s a limited number of issues. It’s not a chance more of an issue that must be addressed. What I do to help my colleagues and clients to think over it in this manner.

It’s similar to the chart and identical situation. Here’s what you’re experiencing and the potential traffic you could receive. What’s really happening is the technical issues that are hindering you from capturing the maximum possible traffic you could be taking advantage of. That is the technical issue is hindering us from taking advantage of all the traffic could be captured. After you’ve defined the issue in this manner what can you do to solve the issue?

There are people who think, “Well, I’ve got this major issue. I have to know what may be wrong in this website. I’m going to take a dive in. I’ll take a look at each page, and then I’ll end at the point that I’m either out of pages, or more accurately, I have to stop or am unable to meet the budget of the client. But what if there’s a more effective way to resolve the issue and ensure that it’s been resolved?

That’s the model that I’m going explain to you about. The way we suggest doing this is by taking the largest issue, the larger problem of SEO for technical purposes, and break it down into smaller issues and breaking them down until you’re left with problems that are small that they can be easily solved. In this article, I’ll detail exactly how to accomplish this but it will be a somewhat abstract.

The strategy

If you’re looking for something that you can follow along with, I’d suggest reading the blog post here at this link. That’s Okay. If you’re faced with a major problem that you’re trying to solve most people’s first try ends up looking similar to this Venn diagram. Then we take one problem and break it into three parts however there is a degree of connection between these problems.

If there’s overlap, you’ll lose a significant amount of trust. It’s a matter of doing the same thing in these two areas? Did you overlook something since these two areas seem to be the same? It’s all a bit blurred quite quickly. In order to overcome the haze, what I’ve employed to help me at Distilled is a consulting model that’s known as MECE.

Mutually exclusive and exhaustively comprehensive

MECE means mutually exclusive and exhaustively comprehensive. This is a bunch of fancy words which is why I’ll demonstrate the meaning of MECE in pictures. In lieu of a Venn diagram of this kind What if each of the issues were completely independently? Then they’d still be in the same territory. There’s not any overlap , and that’s the reason MECE is used.

Since there’s any overlap, they’re mutually exclusive. Since they tackle all aspects of the initial issue they are comprehensively thorough. What is this all about in the realm of technical SEO? Remember that the issue we’re facing is that technical issues are that prevent us from capturing traffic that we otherwise would be capable of. So , what are the three possible scenarios might occur?

  1. Maybe our content isn’t being indexed. There could be a technical reason why our content isn’t being index.
  2. Our content isn’t ranking in the way it should so we’re losing traffic.
  3. There’s a technical reason why our content isn’t being displayed in the same way it should appear in search results.

This includes things like large snippets of text such as stars, snippets, and other things which can increase the click-through-rates. These are all simple, but in reality every technical issue that you will encounter on your website are part of at least one of the three categories. That’s why it’s very abstract. Let’s look at the way that this will actually play out. Actually, this is the very first technical test in the audit on this blog post.

An example

For instance it’s time to consider there’s a technical reason why our content isn’t being indexable. What are possible ways for this to occur? One possibility is that URLs aren’t indexed by crawlers. And it is a entire thing in itself that could be further broken down.

It could be that our XML sitemaps aren’t being uploaded in Google the Search Console. However, this isn’t a assurance that we’ve got a issue. However, if there’s a issue here it’s a very good chance this trickles over to a issue up here that we’re worried about. The great thing about this isn’t that it can help us to create a checklist to ensure that we have a complete understanding of the technical issues that we need to be taking a look at.

However, it helps us explain what the purpose is of our findings as well as the reason why people should care about the findings. This is the model that I advise my colleagues to employ at Distilled. “We are seeing ________. This is a problem because something.You should care about that because something else.” The way to work is similar to Mad Lib style, except that we operate like an inside-out.

This is why we begin by addressing this issue here. We’re finding how our XML sitemaps aren’t being uploaded into Google Search Console. This is a issue due to the fact that URLs aren’t indexed by crawlers. It is important to be aware of this because there’s a technical reason why our content isn’t being crawled and that is the exact message you send to your customer.

It’s precisely the same framework we employ for all of our audits on technical aspects at Distilled. It has given us a greater amount of confidence. It’s provided us with a greater understanding of how long this process is expected to be for our analysts and consultants and also has led to higher-quality results, especially because it has helped us communicate better about what we discovered. Thank you so thank you. I would like to see more people used this service, and please feel free to contact me directly if you have any ideas or concerns.

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