As defined by Wikipedia, entropy is the measure of the ways in which you can arrange a system. However, in most scientific applications, entropy is thought of as the measure of disorder.
Etymologically speaking, disorder means something lacks order. So, we can say that high entropy means less order. Furthermore, we can infer that less order means more chaos. At the very least, it means more room for chaos.
Now, you must be thinking why a blog that claims to elucidate on the importance of technical SEO is so hell-bent on creating a trail of corollaries about entropy.
To answer that, we must expand our trail further. The second law of thermodynamics states that the total entropy of the universe is always increasing. Sounds scary, right?
No wonder how life always has a way of getting more and more complicated with each passing day. No wonder how every new answer to an unanswered question opens the door for more questions.
So, if you think about SEO in terms of entropy, the philosophical tangent that we’ve expounded above makes perfect sense.
Entropy and the Internet
Google uses 200+ factors to rank websites using its algorithm. The frequent algorithm updates and internal changes further add to the mystery of how the tech giant evaluates websites.
So, the point here is that given the ever-changing face of Google Search, there is no one-size-fits-all strategy that makes websites rank higher.
Anyone who claims the opposite is using the magical pull of lies.
For the internet, the second law of thermodynamics means that ranking website higher is bound to get more and more complicated with time.
But, does that mean that SEO is a wasteful endeavour and all SEO analysts are scammers? Hell no!
How to disarm disorder?
As we’ve mentioned above, Google’s website ranking algorithm is a complicated thing. There’s a lot that we don’t know about it.
However, there are also some things that we are certain about.
For instance, we know that long-tail keywords are 70% better than bigger keywords in terms of conversions.
We know that since four of five customers use Google to find local information, local SEO is paramount to ranking higher.
We also know having strong backlinks is one of the best ways to find grace in the eyes of Google’s ranking algorithm.
However, most of the SEO strategies that we spend time on, including the ones mentioned above, are further dependent on external variables.
You may end up targeting the wrong long-tail keywords and see no improvements in conversions.
You may suffer from negative reviews online and lose your footing in the domain of local SEO.
You may not be established enough to generate high-quality backlinks right off-the-bat.
Now, here’s where things get interesting.
The element of trial-and-error linked with the strategies mentioned-above doesn’t discredit their validity.
But, wouldn’t it be fantastic if there were things that you could do that are guaranteed to bring results?
Well, here’s some good news for you. In the world of SEO, infallible strategies do exist!
We’re talking about measures that universally pronounce their effects with the precision of a mathematical equation.
We’re talking about technical SEO!
What exactly is technical SEO?
Succinctly put, technical SEO is about integrating changes in your website and server that directly impact how Google assesses your internet presence.
More clearly, technical SEO is an umbrella term that spreads further into primary categories namely performance and crawlability and indexation.
Performance is impacted by factors like site speed, interface design, redundancies in website code, etc.
Crawlability and indexation are mostly linked with the amount of interest and resources that Google invests in evaluating your website.
So, to make the most out of your technical SEO strategy, you need to implement changes that not only make your website easier to access for the end-user but also entice Google to express as much interest as possible.
Technical SEO: Our two cents
As stated above, technical SEO is broadly concerned with website performance and server optimisations.
To begin with, make sure that you install an SSL certificate on your website. This signifies that your website is secure for the end-user.
Thereafter, make some tweaks to ensure that your website runs as quickly as possible. Here’s what you can do to make this happen:-
- Don’t save some petty change by compromising on fast hosting
- Remove redundancies in your website code. Here’s a resource by Google to help with that.
- Compress web pages using tools like GZIP
- Strike the perfect balance between image size and image quality. Aim for the smallest possible size without impacting the overall look-and-feel of your website.
To help Google index your website better, remove all duplicate content.
Since Google follows a mobile-first approach to indexing content on the web, it is also imperative to make your website mobile-friendly.
However, nothing helps Google efficiently index your website like an XML sitemap. Sitemap Generator is an excellent tool to help with this endeavor.
These tools not only prompt search engines to index your website, but they also give you access to certain performance indicators that you can tweak further.
Technical optimisation is undeniably one of the most viable ways to make your website rank higher in search engines. In fact, enterprise brands attribute most of their SEO success to technical SEO.
However, we won’t use the magical pull of lies and tell you that it’s a one-size-fits-all approach that can counter the influence of all other ranking factors.
What we’ll tell you instead is that you’ll never be able to realize the true potential of your SEO strategy without addressing technical concerns.
You wouldn’t want that, would you?