SEO Server optimisation is relatively quick and simple but can have a profound effect on your website performance in search placements.
The first consideration is the removal of any duplicate content risk. If you can access your website using http://yourwebsite.com as well as http://www.yourwebsite.com. The chances are that your website is not performing. The reason is search engines view the two possible variants as two entirely different websites. This is referred to as Canonical or canonicalisation. If you are familiar with your server’s .htaccess file you will find how to fix the problem in a couple of lines of code which you will find here..
However, those not familiar with your server environment Winning Inch will do it for you. But there is more that needs to be done.
File compression. Your server can be set to send compressed data to your local browser. This significantly reduces the transaction time between the server and the local machine browser. Since the introduction of Google Caffeine, December 2009, load speed is now an issue that will effect your search positions. This is mainly due to the move away from PC’s and Lap top’s to more and more people using mobile devices. Again as above this can be fixed using the .htaccess file.
Browser caching can also play a big role in performance. By default it is unlikely that your server tells a local web browser to keep a cache of large files i.e. images. So each time your website is loaded in a browser the server needs to send each image. If browser caching is switched on, setting to cache the images for a month or more, the images are already available to repeat visitors. The result is a super fast load time.
Google collects load speed from browsers using the Google bar so all aspect covered above are important now but more so in the next 12 months.
Another consideration, for dynamic website’s, i.e. e-commerce, is to make the server deliver search engine URL’s. For example if you sell a range of clothes your product pages URL’s may look like:
http://www.yourwebsite.com/product/category.php?CategoryId=414367&ProductHead=24
When it should read:
http://www.yourwebsite.com/designer-name/mans/jumpers/blue/size34
The former is useless to a search engine whereas the latter will be highly effective in placing that item in search results. This too can be corrected via the .htaccess file, however, it will depend on your existing architecture.
Winning Inch provides a full server side SEO package from just £99.00 which is a time exercise. Call us on 01285 711699 for more details.
Our server side SEO package is also available from our complete SEO package. You can save £295 on a complete SEO solution over buying individual items.