Optimizing the website according to the respective search engine has been the one technique that has helped thousands of websites from all over the world to improve their online ranking. So, what exactly happens with this rank? Here’s how it works and why it is so important. When you search for a certain product or service on the internet, you do it in search engines like Google or Yahoo or Bing. The list that comes up on the page as a result of the search are websites which you will visit one by one. Ideally, you start your search from the website that is on the top of the list and then go one by one to the last. But, by the time you reach the fourth or fifth website, you already decide to buy the product or service from one of the four or five websites that you have checked. This is what search engine optimization is all about. Companies pay thousands of bucks every year to ensure that their position in the search engine is right on top so that the chances of visitors viewing that website are more. But, the entire concept of SEO is not that easy. There are various factors that are associated with SEO and the first of those factors will be the technical and non-technical SEO. Let’s find out what they are.
Technical SEO in a nutshell
Before going into the depths of technical SEO, you need to know that the overall picture of SEO is a three-fold path with the technical part on one side and on-page and off-page part on the other side. Does that mean both these parts combine and work for the greater good? Well, there is some ambiguity to that because each one has its own responsibility and it may seem that they are not related to each other in any way, but when you see the end result, you will understand that they are linked in ways that you won’t be able to comprehend.
SEO relies heavily on link building and content optimization. Technical SEO does not involve any of these. What it does is covers all the requirements of a search that would improve the proverbial “crawling” of the website. In order to make a website rank higher, the foundation has to be laid stronger. And, that is done by technical SEO. This will in turn make the links and overall content of the website more relevant and marketing friendly. Starting from ensuring the speed of the website to optimizing the visuals of the site to limiting the number of redirects the website has to setting up the structure of the site and making it mobile friendly, all these are performed in technical SEO. Now, let’s take a look at what non-technical SEO has to offer.
Non-technical SEO functions
Just like the saying goes “you cannot clap with one hand”, similarly a website would not be able to function if the non-technical part of the SEO does not exist. Non-technical SEO is basically the combination of on-page and off-page contents. While on-site or on-page SEO involves more of the internal structure of the website, off-site SEO is all about optimizing what lies beyond the border of a website.
Talking about on-site SEO, are you aware of the fact that search engines work simply on the basis of keywords? When you search something online, you search with the least possible words to get what you need. These are keywords that you are searching with and the website that matches most number of keywords will rank higher. This is easy to say, but the entire process is very complicated. A website has to be optimized according to what the potential customer may search for or search with. Nights are spent on researching the best keywords as they are the building blocks to the site.
Another part that is often forgotten about a website is the backlink. These are embedded in various guest posts and it is crucial that these backlinks are kept intact so that you can connect to the site from other sources as well. This is what off-page SEO is all about. Their existence is equally important as on-page SEO and also technical SEO.
Balancing the Technical and Non-technical
Optimizing a website involves working with both the technical and non-technical aspects. There has to be a parity in between to make them work flawlessly and give the results that the client wants. However, there are many organizations that prioritize one over the other and that results in discrepancies in the website. In an ideal world of website development, the technical part of the SEO has to be attended first before the non-technical part. This is because you will basically build the foundation for the non-technical SEO functions with the help of technical SEO. If a website falters in speed or is not customer-friendly, do you think it will survive even if it has the most appropriate keywords? No, it wouldn’t!
So, if you look at it step by step, once the website gets all the areas covered in terms of technical abilities, the non-technical part will step in. This will include research of the keywords, tracking the backlinks and so on. But, the on-site and off-site SEO always has to work in tandem to keep things in the balance.
Hanging on to each other – On-site and off-site SEO
While the technical and non-technical SEO may be walking on a tight rope and helping each other to balance, there is another game going on in between the on-site and off-site SEO. On one hand you have the importance of keywords and content of the pages in the website while on the other hand you have the social content of the website and the ways and means of sharing that content with potential visitors. Both are equally important and that is why a balance is also needed for the on-site and off-site SEO. If you list down the benefits of these two, you will find that on-site SEO has more functions, but that does not mean it has to be given more importance because if the website does not do well socially, the entire hard work will not be worth at all. A look into the individual functions of on-site and off-site SEO will help understand why their balance is so important for the proper functioning of the website.
- Functions of on-site SEO – if you see the hierarchy of a website, the first thing that you will notice is the structure and design. The first job of an SEO expert is to make sure that these two are done properly before looking into the coding, meta-description and title tags. In addition to these technical parts, the on-page SEO is also responsible for checking the smooth functioning of the site and not to mention the keywords that help make the site rank higher in the search engine. As mentioned earlier, there is no direct relation between technical and non-technical SEO, but if you see the bigger picture, you will find there are things working in between and they are important to keep the balance.
- Functions of off-site SEO – during the time when a website is being developed, the contents are prepared so that they “sell” well to customers. By selling, it does not mean the products or services that the respective company is offering. The content of the website means what is said about the company and the way in which the products and services are described. That content has to be sellable in order to make a better impact on the customer. Another function of off-site SEO that most people miss is its ability to make the website reach to thousands of potential customers. This is done by producing content that connects well socially. With so many social media websites working prosperously, it would only be a matter of time before word spreads on social media. Even if you stop thinking about social media websites, there are guest blogs and articles that will create a positive impact on the website.
SEO is a machine in its own and in it are several cogs that help the smooth functioning of the machine. Technical and non-technical SEO have existed ever since the concept of websites came into the picture. But, very few understood that there has to be a balance between the two to make the website work in full flow. When you consider all the parts of a website and put them in one place, you will see that the technical and non-technical aspects are going side by side as they are co-existent and would not work if one is absent. The importance of the foundation of a website together with the research of keywords and making the website more functional by making to available to customers through various means is what SEO is all about and that includes the work of both the technical and non-technical SEO together.