Whenever I notice that a business has upgraded their website, the developer in me is curious to measure the quality and level of engineering that went into creating the new site. Sadly, I often find that firms are still not paying enough attention to important engineering factors that search engines consider when ranking results.
With all the tools and resources available to developers these days, there really is no acceptable excuse for poorly engineered websites, and business owners need to be aware how these flaws can affect the bottom line.
The goal of all search engines is to provide quality results to users. Quality results are made up of websites that are relevant to the user's search (content), and provide a quality user experience (engineering).
The engineering factors that search engines consider are behind the scenes, so it's easy for business owners to not be aware of any problems. But if underlying issues do exist, you may fall behind other websites (competitors) that provide a better user experience. If you're in a competitive market, this problem can easily push you off the first page of search results, which can be very bad for business.
When it comes to creating a website that's optimized for search engines, working with a trusted firm with strong engineering experience is important. Make sure they pay close attention to engineering details, including:
Fast Page Load Speed
When you visit a website, you're actually downloading the files and images that make up the site. Search engines don't like when websites force visitors to download large files, so make sure all of your files and images are compressed as much as possible.
Visit Google's PageSpeed Insights to see how your website fares.
Since more internet activity occurs on mobile devices than anywhere else, search engines give priority to websites that provide a quality user experience on smart phones.
You need to update your website ASAP if it does not pass Google's Mobile-Friendly Test.
Valid Website Programming
Search engines use bots to collect information about websites. This information is used to help determine how search results are displayed based on comparative ranking. The bots analyze your website behind the scenes, and any coding errors may prevent them from collecting important information about your website.
Enter your website in the NU HTML Checker to see if your site has any coding errors.
Engineering factors are highly considered in the algorithm that determines a website's ranking in search results. Every piece of the SEO puzzle is important to the success of your business, and efficient website engineering is an affordable piece that is too important to be overlooked.