SEO: A Techno-Marketing Activity

SEO is no longer just a content marketing task; it has evolved into a techno-marketing activity where the technical setup of your website significantly impacts your SEO results.

In the last two years, I have assisted at least 10 businesses in overcoming their SEO hurdles. A common reason their SEO results started declining was due to technical changes made to the website settings by a technical person, which altered critical parameters from an SEO perspective. Here are a few key aspects to consider:

?? Changed Permalink Structure in WordPress

Even minor changes in the permalink settings of WordPress can have significant SEO implications. For instance, adding or removing a "/" in the permalinks can create two versions of the same URL. Search engines may see these as distinct URLs, leading to confusion about which one to index. This can cause a small dip in your rankings, and if not addressed correctly, can result in a significant decline.

?? Changes to the robots.txt File

Sometimes, well-intentioned but misguided changes to the robots.txt file can prevent search engine bots from accessing the website. It is crucial to validate any changes to this file from a trusted source before implementation. An incorrect rule can block critical pages from being indexed, severely impacting your SEO performance.

???Noindex, Nofollow Tags Left on the Homepage

During website updates, it's common to use the noindex, nofollow tags on temporary pages. However, forgetting to remove these tags once the new homepage goes live can prevent search engines from indexing your homepage, which is often the most critical page for your site's SEO. This oversight can lead to a drop in overall rankings.

?? Outdated Plugins

When WordPress announced that new versions wouldn't work on PHP 7.4 and earlier, outdated plugins started throwing error 500 on all the pages where they were used. This resulted in non-functional pages, which adversely affected the site's ranking. Regularly updating plugins to their latest versions is crucial to maintaining site functionality and avoiding such issues.

Organic media takes significant time to build. It is based on consistent content generation and marketing activities. However, its sustenance depends largely on the technical aspects of your website. Neglecting these can lead to significant losses in time, money, and resources, ultimately resulting in reduced organic traffic and the loss of potential leads and business. Ensure that your technical and marketing teams work closely together to maintain and improve your site's SEO performance.

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