Google cares about more than what it sees on the page or the number of backlinks you have from other sites. Those are important, but technical SEO (search engine optimization) can be easier to implement and make a difference in where you show up in the results.
In this interview, Tomas Fonseca shared the tools he uses to assess how pages are performing and see exactly what needs to be done to make Google and other search engines happy.
First, an SSL certificate is a must-have these days.
Beyond that, how your site performs on mobile devices is critical. Mobile has passed search in terms of search volume and Google’s goal is to serve you pages you will look at. If your pages load slowly, you can be penalized. Fortunately, there are tools that can help you.
Page Speed Insights from Google will not only tell you what to fix, but actually help you do it, by resizing images for you, for example. I’ve already checked that one out for this site.
GTmetrix does some of the same and presents the data in an easy to read table, even telling you how to prioritize your actions. Pingdom is an alternative to check out.
Finally, you can quickly audit your site (and your competitors’) in many ways for duplicate content, missing meta descriptions, broken links and more using Screaming Frog SEO Spider. Again, the results are displayed in an easy to understand format.
All of these changes can be made easily by your web team without a lot of extra work.