SEO Must-Know: 8 Technical Issues That Can Hurt Your Site

As the world enters a new age of digitalisation, Search Engine Optimisation (SEO) remains a cornerstone of online visibility and success. With billions of searches conducted daily, businesses that fail to optimise their websites risk being buried beneath a sea of competitors. SEO is not merely about keywords and content; it encompasses a wide array of technical elements that ensure a site is accessible, fast, and trustworthy in the eyes of both users and search engines. As algorithms become more sophisticated, the margin for error narrows, making technical SEO more critical than ever.

Spotting and resolving technical SEO issues is essential for maintaining a healthy website that performs well in search rankings. These issues, often hidden beneath the surface, can significantly hinder a site’s ability to be crawled, indexed, and ranked. From security protocols to mobile optimisation, each technical component plays a vital role in the overall SEO strategy. Ignoring these aspects can lead to reduced traffic, poor user experience, and ultimately, lost revenue. This article explores eight common technical SEO issues that can harm your site and offers insights into how to address them effectively.

1. Lack of HTTPS Security

Security is a top priority for both users and search engines. A website that lacks HTTPS encryption is not only vulnerable to cyber threats but also flagged by browsers as “Not Secure,” which can deter visitors. Google has confirmed that HTTPS is a ranking signal, meaning that unsecured sites may be penalised in search results. To resolve this, obtain an SSL certificate from a trusted provider and configure your server to redirect all HTTP traffic to HTTPS. Ensure that all internal links, scripts, and resources are updated to use the secure protocol. This not only boosts your SEO but also builds trust with your audience.

2. Slow Page Speed

Page speed is a critical factor in both user experience and search engine rankings. A slow-loading website can lead to high bounce rates, reduced engagement, and lower conversions. Google’s Core Web Vitals emphasise metrics like Largest Contentful Paint (LCP) and First Input Delay (FID), which directly relate to page speed. Common culprits of slow performance include unoptimised images, excessive JavaScript, and poor server response times. Tools like Google PageSpeed Insights and GTmetrix can help identify bottlenecks. Solutions for this technical SEO issue include compressing images, leveraging browser caching, minimising code, and using Content Delivery Networks (CDNs) to distribute content more efficiently.

3. Duplicate Content

Duplicate content confuses search engines and dilutes the authority of your pages. It can occur due to URL variations, printer-friendly versions, or content copied across multiple pages. This issue can prevent search engines from determining which version to index, potentially harming your rankings. To combat this, use canonical tags to indicate the preferred version of a page. Implement 301 redirects where necessary and ensure that your CMS does not generate multiple URLs for the same content. Regular audits using tools like Screaming Frog or SEMrush can also help detect and eliminate duplicate content.

4. Insufficient Use of Structured Data

Structured data, or schema markup, helps search engines understand the context of your content. It enhances search listings with rich snippets, such as star ratings, event dates, and product information, which can improve click-through rates. Many websites fail to implement structured data or do so incorrectly. To help solve this issue, use Google’s Structured Data Markup Helper to generate the appropriate code and test it with the Rich Results Test tool. Focus on marking up key elements like articles, products, reviews, and FAQs to maximise visibility in search results.

5. Failure to Optimise for Smart Devices

With mobile devices accounting for the majority of web traffic, mobile optimisation is no longer optional. A site that is not responsive or mobile-friendly can suffer in both user engagement and search rankings. Google’s mobile-first indexing means that the mobile version of your site is the primary basis for indexing and ranking. Ensure your website uses responsive design, with flexible layouts and scalable images. Avoid intrusive interstitials and ensure that buttons and links are easily tappable. Test your site using Google’s Mobile-Friendly Test to identify and fix usability issues.

6. Site Not Being Indexed Correctly

If your site is not being indexed properly, it will not appear in search results, regardless of how good your content is. Indexing issues can stem from incorrect use of robots.txt, noindex tags, or crawl errors. To resolve this common SEO technical issue, use Google Search Console to monitor indexing status and identify problems. Check your robots.txt file to ensure it is not blocking important pages. Avoid using noindex tags on pages you want to rank, and submit an XML sitemap to help search engines discover your content more efficiently.

7. Backlinks From Insecure or Spammy Sites

Backlinks are a vital part of SEO, but not all links are beneficial. Links from insecure, irrelevant, or spammy sites can be toxic backlinks, harm your site’s authority and lead to penalties. Google’s algorithms are adept at identifying unnatural link patterns and may devalue or penalise sites with poor backlink profiles. As such, you need to regularly audit your backlink profile using tools like Ahrefs or Moz. Deny harmful links through Google Search Console to prevent them from affecting your rankings. Focus on earning high-quality backlinks from reputable sources within your industry.

8. Broken Links

Broken links create a poor user experience and can negatively impact your SEO. They signal to search engines that your site is not well-maintained, which can reduce crawl efficiency and trustworthiness. Because of this, you should conduct regular site audits to identify and fix broken internal and external links. Tools like Broken Link Checker or Screaming Frog can automate this process. Replace or remove dead links and consider setting up custom 404 pages to guide users back to relevant content.

Conclusion:

Technical SEO is the foundation upon which successful digital marketing strategies are built. While content and keywords are essential, they cannot compensate for a site plagued by technical SEO issues. From ensuring HTTPS security and fast page speeds to avoiding duplicate content and broken links, each element plays a crucial role in how search engines perceive and rank your website.

By proactively identifying and addressing these eight common technical SEO issues – lack of HTTPS, slow page speed, duplicate content, insufficient structured data, poor mobile optimisation, indexing problems, toxic backlinks, and broken links – you can significantly enhance your site’s performance, visibility, and user experience. Ultimately, in a competitive digital landscape, staying ahead means not just creating great content but also ensuring your technical foundations are rock solid.