5 ways to balance technical & non-technical SEO
Though tactics and strategies differ greatly for technical and non-technical SEOs, columnist Jim Yu believes it’s critical that they find ways to work together. Each is powerful on its own, but it’s in the combined efforts of both that the real magic happens.
In SEO’s earlier days, technical SEO was largely about coding. For a fun throwback, check out this 2008 SEL article on search-friendly code by Jonathan Hochman, an internet marketer and computer sciences grad from Yale. Technical SEO was all about how to optimize (and often, manipulate) code, metadata and link profiles to achieve better results.
And you know what? That basic purpose of technical SEO hasn’t changed.
As black hat tactics and manipulation became less effective and more dangerous, they fell out of favor. This gave rise to the more creative, non-technical SEO tactics designed to show search engines the value and relevance of each piece of content.
Technical and non-technical should never be pitted against one another, as both are critical to the health of your site and the success of your campaigns. Technical SEO is the framework on which truly great content is built, ensuring that each piece is structured and optimized for search engine discoverability and human consumption.
Here are a few tips to help you find balance between the technical and creative:
1. Understand the role of technical SEO in your organization
Today, in most organizations, technical SEO is a function entirely separate from development. You might still have some spillover between development and SEO in small companies or with freelancers. Typically, though, SEOs are an entity unto themselves, tasked with working alongside:
- the uber-technical IT team, who manage the reception and storage of critical customer data.
- web developers.
- the non-technical SEOs (including link builders and content marketers).
As a sort of translator between these fundamentally different teams, technical SEOs understand the needs of each. They can anticipate how a new data security policy implemented by IT might affect a forward-facing marketing campaign or activity. They know the limitations of the site and can knowledgeably consult with developers to see whether what marketing wants is possible, or offer alternatives. Most importantly, they inform each of these teams on how their activities can stay compliant with (and be optimized for) search engines.
The second part of the technical SEO’s job is then implementation, adding the structure and optimizations to assist the engines in retrieving, indexing and ranking content.
This is why it’s critical that a technical SEO is a part of the planning process. Too often, they’re seen as “fixers,” brought in to identify and correct problems that were perfectly preventable. Instead, SEO and content teams should be working together to establish shared goals, work as a cohesive unit, measure and analyze, and continually adapt.
2. Balance your on-page & off-page optimization
On-page and off-page strategies each offer very different benefits, but both impact your content performance dramatically. As you strive to find balance between the technical and non-technical, factor in your on- and off-page optimizations:
- Your site’s structure, hierarchy and design
- Title tags and meta descriptions
- Coding errors
- Crawl- and index-ability
- Internal linking
- Page content
- Site speed
- Social content and sharing
- Influencer content
- Articles and guest blogs
- Inbound links
3. Define the responsibilities of each type of SEO
So, which tasks belong to technical SEOs, and which belong to non-technical SEOs? There are tasks that are very obviously one or the other. For example, deciding how to use subdomains and designing your site’s architecture are clearly technical tasks, while authoring engaging, optimized content is for your non-technical/creative team.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.