SEO Technical Performance

An important element of SEO planning is the understanding of how technical levers can affect site performance and user experience. There are two primary reasons why technical efficiency is important to SEO:

1: Poor user experience affects customer engagement

If your website provides a poor experience for visitors, some are likely to be put off and leave
quickly, possibly never to return. This will adversely affect KPIs like bounce rate, time on site
and conversion. It is well known that Google factors these metrics into its ranking algorithm;
so poor technical optimisation can impede your SEO efforts.

2: Poor technical optimisation directly affects ranking

If a website is not accessible (i.e. some people are not able to effectively use some or all of the
features and functions) then this will impede the search engine’s ability to crawl and index all
your content. For example, all other things being equal, if your webpage is much slower to
load than a competitor’s, Google will assign a higher quality score to your competitor,
meaning you will have to work harder to outrank them.

To start your SEO audit you will take a look under the bonnet and see how well your website performs in relation to technical measures that can impact user experience and page ranking. We will focus on the basic requirements for SEO, the report is written for marketers and Ecommerce Managers, not technical optimisation specialists.