Technical optimization

Technical optimization of a website is about creating conditions for stable growth and successful website promotion. It includes eliminating issues that affect loading speed, navigation convenience, adaptability, and correct page display in search engines. This process requires a comprehensive approach, analysis, and constant monitoring.

"Technical optimization is not just about fixing errors; it’s about creating conditions for stable growth and successful promotion of a resource." – Sergey Kozlov

1. Fixing technical errors

Errors in code and server settings can hinder indexing and lower a website’s ranking. For example, improperly configured 301 redirects can direct users and search bots to non-existent or irrelevant pages.

Content duplication can occur due to the absence of canonical URLs, leading to a drop in page uniqueness in search engines.

A lack of meta tags, such as title and description, reduces the site’s appeal in search results, lowering click-through rates. Problems with the robots.txt file, such as blocking important site sections from indexing, can prevent search engines from recognizing significant pages.

All these errors require detailed analysis using tools such as Google Search Console, Screaming Frog, and Ahrefs. Fixing them improves indexing and ranking.

2. Code optimization ⚙️

Clean and structured HTML, CSS, and JavaScript speed up loading times and make websites more user-friendly and search-engine-friendly. Minification, removal of unnecessary scripts, and cache configuration help improve performance. For example:

1. Minifying CSS and JavaScript

/* Standard code */
body {
    margin: 0;
    padding: 0;
    font-family: Arial, sans-serif;
}
/* Minified code */
body{margin:0;padding:0;font-family:Arial,sans-serif}

1. Optimizing Image Loading

<!-- Using WebP instead of JPEG or PNG -->
<picture>
    <source srcset="image.webp" type="image/webp">
    <img src="image.jpg" alt="Optimized image">
</picture>

1. Configuring Caching in .htaccess

<IfModule mod_expires.c>
    ExpiresActive On
    ExpiresByType image/jpg "access plus 1 year"
    ExpiresByType image/jpeg "access plus 1 year"
    ExpiresByType image/png "access plus 1 year"
    ExpiresByType text/css "access plus 1 month"
    ExpiresByType text/javascript "access plus 1 month"
</IfModule>

These methods help reduce loading times and enhance the user experience.

3. Website adaptability

A site must display correctly on all devices and browsers. An adaptive website automatically adjusts its design and content to the screen size, ensuring ease of interaction for mobile, tablet, and desktop users. This is achieved through flexible grids, media queries, and responsive images. Mobile version checks, cross-browser testing, and correct scaling configurations help achieve user-friendliness.

Example of adaptive CSS styles:

@media screen and (max-width: 768px) {
    body {
        font-size: 14px;
    }
}

4. Improving loading speed

Website speed impacts user behavior and search rankings. Optimizing images, cache settings, CDN usage, and modern compression techniques enhance performance.

Google assesses website loading speed using Core Web Vitals, with key metrics including:

• Largest Contentful Paint (LCP) – time to load the main content of the page. The ideal value is up to 2.5 seconds.

• First Input Delay (FID) – delay before the first interaction. It should be less than 100 milliseconds.

• Cumulative Layout Shift (CLS) – layout stability during loading. The score should not exceed 0.1.

To improve these metrics:

• Reduce image size using WebP and AVIF formats;

• Optimize CSS and JavaScript by applying asynchronous loading and minification;

• Configure server caching and Gzip/Brotli compression;

• Use content delivery networks (CDN) to speed up loading.

5. Enhancing navigation

A well-structured site and internal linking help users find the necessary information quickly.

For instance, a well-organized menu, a logical category structure, and subcategories allow visitors to navigate intuitively.

Breadcrumbs help users avoid getting lost within nested pages, and an intuitive search function reduces the time needed to find relevant materials.

If filters are used, they should be as convenient as possible without overcomplicating content access.

A good filter lets users quickly find products or articles without getting lost in excessive parameters.

A great example is an e-commerce filter, where users can select a brand, price range, color, or size. The ability to combine multiple parameters and see instant results without reloading the page is crucial.

Another example is blog filtering, allowing users to select articles based on topic, publication date, or popularity, simplifying the search process.

What It all comes down to

Technical optimization is the foundation for successful website promotion. Fixing technical issues, improving structure and speed, and ensuring adaptability for different devices and browsers create conditions for effective search engine growth. Regular audits and updates to technical parameters ensure stability and competitiveness.