Technical SEO

Arūnas Liuiza

WordPress Core Contributor, WordPress Kaunas Meetup co-organizer, WordCamp (Lithuania, Riga, Stockholm, Jyväskylä, Oslo, Norrköping, Dublin, Lisbon) speaker and one of the editors of the Lithuanian WordPress translation team.

Free & premium WordPress plugin developer

Engineering Manager at

/whois technical SEO

• Making sure that a website meets the technical requirements of modern search engines

But why?

/whois technical SEO

• Site architecture
• URL structure
   
• Thin content
• Duplicate content
   
• Hreflang
• Canonical tags
   
• Structured data
• Semantic HTML
  ...

Site architecture

• Flat structure
   
• Browsers vs Searchers
   
• Orphan pages

URL Structure

• Site > Section > Subsection > Page
   
• Stability!
   
• Breadcrumbs

Error pages / redirects

• HTTP 404 (not found)
  • Soft 404 vs hard 404
     
• HTTP 301 (moved permanently)
• HTTP 302 (found)

Thin / duplicate content

<meta name="robots" content="noindex,follow" />

<meta rel="canonical" link="https://...." />

robots.txt

Multilanguage

• domain.lt / domain.lv / domain.ee
• lt.domain.com / lv.domain.com / ee.domain.com
• lietuviškai.lt / latviešu.lv / eesti.ee
• domain.com/lt/ / domain.com/lv/ / domain.com/ee/

• hreflangs

<link rel="alternate" hreflang="lang_code" href="url_of_page" />
<link rel="alternate" hreflang="x-default" href="https://example.com/" />

Structured data

• schema.org
   
• Inline vs JSON-LD
   
• Rich snippets!
• EEAT!

Semantic HTML

• <b> vs <strong>
   
• <div><div><div>... * n + more ... <div>content</div></div>
   
• 1500 nodes, 32 depth levels, 60 child elements

Sitemaps

• XML list of all urls on your site
   
• WordPress Core feature
• Every SEO plugin out there

• Crawl budget
  • Duplicate / thin content
  • 404 / redirects

Performance

• Mobile usability
   
• PageSpeed/Lighthouse
  • First Contentful Paint
  • Largest Contentful Paint
  • Cumulative Layout Shift
     
• Total page size!

Recap

• Technical SEO can act as a multiplier of all your other SEO efforts
• If you invest 0, you are multiplying by 0
• Better to start early

Questions?