You can’t keep up with Google algorithms updates? We feel your pain; however, there’s a way to win the Search Engine Optimisation (SEO) game, so long as you understand content. So, let’s take a look at some of the most common technical issues that could be adversely affecting your SEO strategy and how to remedy them:
- Duplicate Content
This simply means that Google has to sort through lots of pages/URLs that contain the same content over and over, which affects your website ranking and visibility.
Remedy: Notify Google of your preferences, so it indexes the relevant content. You can specify which protocol (plain ‘HTTP’ or secure ‘HTTPS’) and which domain (with or without www) you prefer for example. Also, applying “crawl directives” and “canonical tags” to inform Google Bots of what to index, will speed up the process.
- Poor Mobile Optimisation
If you divert users to a separate (subdomain) mobile site, it will take forever to load, because Google is generally suspicious of websites that present different content to different devices. Needless to say, if your website takes too long to load, your visitors will most likely click away.
Remedy: Optimise your website (responsive design) for smartphones and tablet users, which displays your website appropriately for both desktop and mobile devices. This way, you provide a customised experience to the device, while the content remains the same.
The number of backlinks determines your website’s popularity which Google uses to determine PageRank. Usually, backlinks come from authoritative sites whose content is geared towards the keyword topic, which usually directs a significant amount of traffic to your website. But this could come at a cost when the backlinks are irrelevant or spam-like.
Remedy: Make it diverse, varied and natural. Cross-linking between pages helps Google crawlers delve deep in you website; however, if Google Penguin Updates cause your site to plunge in the rankings, it is time to review these backlinks and ask webmaster to remove them.