Getting a website ranked isn’t an easy task, especially as teams navigate each new algorithm and ranking factor concocted by Google.
The Pages Experience, one of Google’s latest updates, makes the demanding job of an SEO specialist even more demanding. But with this change, a growing problem comes to light: SEOs are often not equipped in their current role to handle the performance demands of technically complex websites.
The reason for Google updates is to identify web pages that prioritize user experience. This puts SEOs in a bind, as their focus can sometimes prioritize more traditional and less technical search engine ranking factors. SEOs will now need to consider user experience when making optimizations, but the code setups that must occur to complete are often out of their wheelhouse. However, there is a team that specializes in this area: web developers. Web developers create websites for human beings knowing how to troubleshoot technical issues that arise in website code. Because SEOs and web developers bring valuable skills to the website optimization table, it’s time for them to work even more together.
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Collaboration between these teams is crucial to improving website performance, a goal that all marketing teams can achieve. Here are some areas they should align with:
1. Page speed
Page speed has become increasingly essential for ranking on Search Engine Results Pages (SERPs) as it is a necessary aspect of user experience. When a site loads slowly, people are more likely to abandon it in favor of a faster site. Every marketing campaign will fail if prospects abandon a slow website. For this reason, Google recognized its importance and linked it to the Essential elements of the web implementation, metrics that measure the health of a web page. Due to Core Web Vitals, SEOs realize that websites need to consider page speed to rank.
Making a web page faster requires regular code digging, which SEO specialists often don’t have the technical knowledge to do. This is where working with web developers is vital. Web developers have the know-how to improve code and make websites more efficient for users. By working together, SEOs can identify the culprits behind page speed issues and relay that information to web developers, who can then step in and fix those issues. For example, after performing an audit with an SEO tool for page speed, SEOs might discover that images are slowing down the loading of a web page. They can then communicate it to web developers, who can compress images, submit an image sitemap, or apply the SRCSET attribute (which allows multiple versions of an image for specified situations) to the code to speed up build time. loading images.
2. Mobile site
Because people use their phones for shopping, work, personal life, and more, mobile sites have become as important as desktop sites. So much so that Google uses mobile-first indexing to determine the relevance and ranking of a page. This means that the content of the mobile version should be the same as its desktop counterpart because mobile is what Google crawls and indexes. Due to the importance of mobile sites in ranking, SEOs should prioritize their construction and proper setup. Web developers can help SEOs in this area.
There are many ways for web developers to configure mobile pages for optimized performance, two of which are responsive design and accelerated mobile pages (AMP). Responsive design, such as CSS, formats a website to the size of the device it is on, allowing users to view content as it should be seen. This has an impact on maintaining the quality of a website on mobile. AMPs deliver content to mobile devices faster than usual, which contributes to page speed, a ranking factor. These two solutions serve to improve the mobile experience of users. SEOs can guide web developers on changes that will ensure Google ranks mobile sites.
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Having a high performing website takes time, effort, and buy-in from multiple departments, but the collaboration of SEOs and web developers will make everyone more informed. For teams that need quick reminders on this topic and more, Moz has created a memory aid. Page speed and mobile sites are just two of the areas SEOs and web developers can align to improve a website’s performance; there is more they can tackle together. When the two groups are on the same page, sharing their expertise: web developers provide technical fixes on the backend; SEOs identifying potential mistakes with their SEO knowledge and tools – they will be an unstoppable force for a marketing team looking to stand out both in the SERPs and in their industry.