Technical SEO Best Practices: How To Improve Discoverability, Crawlability & Rankings

While on-page SEO gets a lot of attention, overlooking your website's technical foundation can severely limit your ability to rank on search engines (and reach new customers).

Is your technical SEO where it needs to be for success?

Watch as we explore an actionable framework for auditing and improving your technical SEO across four key pillars—discoverability, crawlability, indexability, and user experience. You’ll walk away with tactics to send stronger signals to Google and outrank your competition.

You’ll learn:
- How to optimize for discoverability through sitemaps, site architecture, and more.
- Strategies to improve crawl budget and avoid crawler traps.
- How to leverage Schema and optimize heading structure for better indexability.
- The top tools and processes for continuous technical SEO monitoring.

With Steven van Vessum and Alexandra Dritsas, we’ll also dive into best practices for Core Web Vitals and accessibility that will create an enhanced user experience for your audience.

If you’re looking to maximize website performance through technical SEO, you can’t afford to miss this webinar.

2. But first…. a little housekeeping
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3. Technical SEO Best Practices
Improving Discoverability, Crawlability, Indexability & Rankings

July 17 2024

4. Agenda
●Introduction
●Discoverabilit
y
●Crawlability
●Indexability
●Optimize for UX
●Tool & process implementation
●Q&A
Webinar duration
45 minutes
Speakers
Alexandra Dritsas
Steven van Vessum

5. Introduction
What is technical SEO?

6. What is Technical SEO?
An ongoing process that ensures your
website’s technical foundation is performing at
its best, aiming for optimal search engine
rankings.

7. Technical SEO Optimization Buckets
Ensures search engines
can (re)find your site and
its content efficiently.
Makes it easier for search
engines to navigate
through your site and
understand its structure.
Helps search engines
accurately index your
pages, making them
eligible to appear in search
results.
Enhances the overall user
experience, leading to
better engagement and
satisfaction, which
indirectly boosts rankings.
Discoverability Crawlability Indexability User Experience

8. Discoverability

9. How to Optimize for Discoverability


Ensure search engines can easily (re)find
your site’s content, efficiently.

10. Discoverability
Checklist
1.Site architecture
2.Internal link structure
3.XML Sitemap
4.IndexNow
5.Google's Indexing API

11. How to Optimize for Discoverability
Optimize your Site
Architecture
Implement a logical site
structure with topic clusters,
pillar pages, and subfolders to
enhance search engine bots'
ability to navigate and index
your site's most important
content.
Improve your Internal
Link Structure
Design a user-friendly internal
link structure that prioritizes key
content, helping search engine
bots efficiently discover new
updates while enhancing user
experience and boosting overall
site discoverability.
Create an XML Sitemap
Maintain a clean, up-to-date,
and optimized XML sitemap to
help Google efficiently find
and navigate your site's URLs,
with regular audits to ensure
new pages are indexed
promptly.

12. How to Optimize for Discoverability
Request Indexing
through IndexNow
Utilize IndexNow to notify
search engines like Bing and
Yandex of page additions,
updates, or deletions, ensuring
timely SERP reflection;
Conductor Website Monitoring
(powered by ContentKing)
automates this process.
Leverage Google’s
Indexing API
Use Google’s Indexing API to
directly notify Google of updates
or additions to specific content
types (e.g., job postings, events),
facilitating faster discovery and
potentially improving traffic
through scheduled fresh crawls.

13. Crawlability

14. What is crawlability, and why is it
important?


Crawlability: How easily a search engine can access
your site and pages through content they’ve already
discovered.

Crawling: A search engine’s process of using bots to
request or download content and pages online,
navigating via links to discover new or updated pages
and handing the content to the indexer.

16. How to Optimize for Crawlability


How easy is it for Google to crawl your website?
If you can make the crawling process more efficient,
your pages will get indexed faster.
If your pages can be crawled quickly, that likely means
that your site has a solid technical foundation, which
increases the likelihood that you’ll rank well on SERPs.

17. Crawlability
Checklist
1.SEO-friendly URL structure
2.Optimize your crawl budget
3.Avoid crawler traps
4.Avoid duplicate content
5.Improve site speed

18. How to Optimize for Crawlability
SEO-friendly URL
structure
Develop short, descriptive,
and consistent URLs that are
easy for both users and
search engines to understand.


Optimize your crawl
budget
Ensure efficient use of your
crawl budget by addressing
issues like duplicate content,
poor internal linking, and
slow-loading pages
Avoid crawler traps
Crawler traps—AKA spider
traps—refer to a structural
issue within a website that
results in crawlers finding a
virtually infinite number of
irrelevant URLs.

19. How to Optimize for Crawlability
Avoid duplicate
content
Eliminate duplicate content
ensuring that only one URL
for each unique set of content
is indexed.
Improve site speed
Optimize site speed through
image optimization, minimizing
redirects, and testing with
tools like Google PageSpeed
Insights.

20. Indexability

21. Ensure search engines can accurately
index your pages, making them eligible to
appear in search results.
How to Optimize for Indexability

23. Indexability
Checklist
1.Optimize your heading structure
2.Canonicalization
3.Implement Schema
4.Optimize JavaScript SEO
5.Implement the hreflang attribute

24. How to Optimize for Indexability
Heading structure
Sends a signal to a search engine about
the importance of the content on your
page and also lets users know what
content is most relevant to them.
Canonicalization Schema
Sends consistent signals to Google about
the canonical version of your content
reduces risk the risks of keyword
cannibalization and duplicate content.
Provides context about your content.
Very helpful for machines to figure
out what they’re looking at.

25. How to Optimize for Indexability
JavaScript SEO Hreflang
Ensures that your audience is shown the
correct content based on their region
and/or language.
Ensures essential elements such as
main navigation, meta data etc.
without leveraging JavaScript.

26. User Experience

27. How to Optimize for User Experience
Ensure visitors have a pleasant
experience on your website, as this is
getting fed back into Google’s algorithms.

28. How to Optimize for User Experience


Ensure the website loads fast, provides a
consistently good user experience to all
its users, regardless of device,
region and handicaps.

29. How to Optimize for UX
●Optimize your Core Web Vitals
●Improve your Site’s Accessibility

30. How to Optimize for UX
Core Web Vitals
Helps provide a smooth user
experience on your website through
optimization of LCP, INP and CLS.
Accessibility
Ensures the website fully operates on
different devices, in different regions, and
when used by certain users.

31. Optimize for UX
Core Web Vitals
The Conductor Website Monitoring
platform monitors your site's Origin
Summary (field data) and Lighthouse
metrics (lab data) for all of your pages
to help you understand performance
and opportunities to optimize for Core
Web Vitals.

32. Process Implementation
and Tooling
Incorporating technical SEO
as a continuous effort

33. ●Search Engines never sleep, so
monitor your site 24/7.
●Technical SEO is never “done” as the
field, and Google, keep evolving.
●Keep up-to-date through 30|30
webinar and Dispatch.
●Perform tech SEO audits: 3-4 year
Processes

34. Tooling
●Conductor Website Monitoring:
» Monitor your site’s technical health
●Google Search Console:
» Direct feedback from Google
●Pagespeed Insights / Chrome DevTools
» Core Web Vitals Lab data
●Conductor for Chrome
» Browser Extension

35. Conductor Website
Monitoring keeps an
eye out for your sites!
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36. Conductor Website Monitoring
30-day Free Trial

� https://cndr.co/tech-seo-sej �

37. Q&A