Understanding the Basics of Technical SEO

Mheanne Celis
Posted by Mheanne Celis
Updated on
Published in SEO

Mastering the art of Search Engine Optimization (SEO) is not just a luxury but a necessity for anyone striving to make their mark online. Among the various facets of SEO, technical SEO stands as the backbone, silently powering the visibility of websites across the internet. Join us in exploring the basic components of technical SEO and support you in climbing the search engine ranking.

Site Structure

In technical SEO, the site structure serves as the blueprint for your online presence. Opting for a flat structure streamlines navigation for both users and search engine crawlers, minimizing clicks needed to access content and increasing indexability. Organization is also key, grouping related pages logically and ensuring every page is internally linked prevents orphan pages—those isolated corners of your site that go unnoticed by both users and search engines. 

Additionally, an XML sitemap, which can be added through Google Search Console, acts as a guide for search engine crawlers, directing them to important pages. By adhering to these principles of simplicity, organization, and accessibility, you'll fortify your website's foundation and technical SEO.

Real Estate Webmasters SEO pillar structure.


Navigation plays a vital role in technical SEO and in improving your website’s ranking. To optimize navigation, it's crucial to maintain URLs with a consistent and logical structure, helping users and search engines understand the context of each page. Organizing content into categories also aids in creating a logical hierarchy, making a page easier to crawl and index.

Incorporating internal links using anchor links throughout your website not only enhances navigation but also boosts SEO performance. These anchor links should be descriptive and relevant to the page they're connecting to, facilitating user exploration and improving the visibility of deep pages.

Redirects are another aspect to consider for seamless navigation. While it's crucial to set them up correctly when changing URLs internally, it's best to minimize excessive redirects whenever possible. Opting to update links directly helps prevent unnecessary strain on a website's performance.

Waterfront Properties' Featured Communities page with internal links.

Duplicate Content

Duplicate content poses a significant threat to a website's search engine rankings. To mitigate this risk, original content must be prioritized across the website. Search engines favor unique, high-quality content, so avoiding duplication from both external sources and within the site is essential to boost the technical SEO. Moreover, it is important to maintain a proper heading hierarchy when writing content, such as nesting H2s within H1s. This ensures a clear and structured content presentation for both readers and search engines.

In cases where duplicate content is unavoidable, such as a blog post featured in multiple comment pages, implementing the “no index" tag can prevent search engines from indexing those pages. This tag communicates to search engine crawlers that specific pages should not appear in search results, effectively managing duplicate content issues and preserving your website's search engine rankings and visibility.

Page Speed and Mobile Optimization

Page speed and mobile optimization are critical for user experience and SEO. Slow loading times and poor mobile performance can lead to higher bounce rates and lower search engine rankings. Renaissance sets an exemplary standard in this regard, boasting perfect scores across all categories in Google's PageSpeed Insights. This achievement highlights our dedication to providing users with lightning-fast, mobile-responsive experiences. By excelling in these areas, Renaissance not only enhances user satisfaction but also sends a powerful signal to search engines, positioning itself for higher rankings and increased organic visibility.

Real Estate Webmasters' PageSpeed Insights results- achieving perfect score across all categories.

Image Optimization

Image optimization should not be overlooked when it comes to technical SEO. Leveraging next-gen formats like WebP can significantly enhance loading speeds and user experience. By converting images to WebP format, file sizes can be reduced without compromising quality, ensuring faster page loading times. Additionally, compressing and sizing images appropriately further minimizes load times while maintaining visual integrity. Doing this improves website performance and signals to search engines that the website prioritizes user experience and speed.

DC Condo Collection's Listing page featuring optimized images.

Utilize HTTPS

For security purposes, websites should utilize HTTPS, a more secure version of HTTP. By encrypting data transmitted between the user's browser and your server, HTTPS safeguards sensitive information such as credit card details and passwords. Given its critical role as an SEO ranking factor, prioritizing HTTPS implementation is essential.


Real Estate Webmasters offers invaluable SEO support to agents, serving as a trusted partner in their digital journey. By entrusting us with your SEO needs, you're not just investing in a service, you're embracing a partnership that propels you towards new heights of online success.

REW Academy showcases webinars, including an Advanced Technical SEO course by our CEO, Morgan Carey.

Technical SEO FAQ

How does site structure impact technical SEO?

Site structure acts as the blueprint for a website's online presence. Employing a flat structure streamlines navigation for users and search engine crawlers, while proper organization prevents orphan pages and enhances indexability.

How do navigation and internal linking contribute to SEO performance?

Incorporating descriptive anchor links throughout a website improves navigation and boosts SEO. These links guide users to related content while enhancing the visibility of deep pages. Additionally, minimizing excessive redirects helps maintain seamless navigation and optimal website performance.

How can duplicate content affect SEO rankings?

Duplicate content poses a significant threat to SEO rankings. Prioritizing original content across the website is essential, while implementing the "no index" tag for unavoidable duplicate content helps manage SEO issues effectively.

What role does page speed and mobile optimization play in SEO?

Page speed and mobile optimization are critical for user experience and SEO success. By excelling in these areas, websites can enhance user satisfaction, improve search engine rankings, and increase organic visibility.

Why is image optimization important for technical SEO?

Image optimization, including leveraging next-gen formats like WebP and appropriately compressing images, significantly enhances website loading speeds and user experience, thereby improving SEO performance.

How does HTTPS implementation impact website security and SEO?

Implementing HTTPS encrypts data transmitted between users' browsers and servers, safeguarding sensitive information and building trust. Prioritizing HTTPS is crucial for website security and serves as an essential SEO ranking factor.

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