The strategic optimization of your website to increase its visibility in search engine results is known as SEO, or search engine optimization. SEO is necessary to ensure your website shows up higher in search results to increase your capacity to bring in prospective clients looking for goods or services that complement what your company offers.

There are 2 essential requirements to improve your website search engine results: Firstly, through Website Auditing & Technical SEO. And the second major requirement for local businesses is to implement an ongoing and thorough LOCAL SEO strategy. Shikinet is specialized in both correcting and planning for both of the latter requirements. 

Even with excellent content, leads are unlikely to be generated if consumers are unable to find your website. Every web page on your site should be technically sound for search engines to properly access and rank your content, which is essential for increasing visibility and search engine rankings. Technical SEO is the process of optimizing a website’s on-page and backend infrastructure to ensure search engines can easily crawl, understand, and index its pages. All websites have current and ongoing issues as our websites’ content and structure change over time. An initial full website audit is paramount for finding and fixing common site problems, causing your site to rank poorly. Therefore, in addition to your website’s content, social links, backlink strategies, keyword strategies, etc., it’s essential that your site’s core required infrastructure is corrected and regularly refreshed.

The core points required for solid technical SEO work must include:

1. Crawlability & Indexability

• Ensure robots.txt is properly configured (no accidental blocking).
• Submit and optimize your XML sitemap.
• Use canonical tags to prevent duplicate content issues.
• Use noindex tags for thin or irrelevant pages (like admin pages and thank-you pages).
• Check crawl stats in Google Search Console.

2. Site Structure & Navigation

• Implement a logical URL structure (short, readable, keyword-relevant).
• Use breadcrumb navigation for better UX and internal linking.
• Keep important pages within 3 clicks from the homepage.
• Optimize internal linking to distribute PageRank.

3. Mobile Optimization

• Ensure the site is mobile-friendly (responsive design).
• Use mobile-first indexing best practices.
• Avoid intrusive interstitials (pop-ups).

4. Site Speed & Performance

• Optimize page load speed (especially for mobile).
• Compress images and use next-gen formats (WebP).
• Minify CSS, JS, and HTML.
• Enable browser caching and lazy loading.

5. Secure & Accessible Website

• Use HTTPS (SSL certificate).
• Ensure all resources (images, scripts) are served securely.
• Make sure your website is accessible (ARIA labels, alt text, etc.).

6. Structured Data (Schema Markup)

• Add relevant schema (e.g., Article, Product, FAQ, Breadcrumb, Organization).
• Use Google’s Rich Results Test to validate schema.

7. Fix Technical Errors

• Fix 404s and broken links.
• Implement proper 301 redirects (avoid 302s for permanent moves).
• Avoid redirect chains and loops.
• Monitor and fix crawl errors in Search Console.

8. Core Web Vitals

• Optimize for LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift).
• Use tools like Google PageSpeed Insights or Lighthouse.

9. International SEO (if applicable)

• Use hreflang tags for multilingual or multi-regional sites.
• Ensure regional versions are clearly separated and correctly indexed.

10. Monitoring & Auditing

• Set up Google Search Console and Bing Webmaster Tools.
• Use technical SEO audit tools (e.g., Screaming Frog, Sitebulb, Ahrefs, SEMrush).
• Regularly audit your site for crawlability, indexing, and performance issues.

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