Google’s formal announcements certainly have a material impact on business and plans for technical search engine optimization (SEO), but only 53% participating in a study released Thursday said they have changed their SEO roadmap based on changes that the search engine has made.
Digital marketing agency Aira and the Women in Tech SEO community released the State of Technical SEO Report 2023 on Thursday, with about 28% of respondents citing a lack of resources as the biggest risk and challenge that companies face today. The data ranges from tools to procedures, to processes and search visibility.
Next on the list, 23% of those surveyed cited technical debt came with 23%, followed by lack of buy-in and authority at 17%, ongoing risk at 13%, large risks and site migration at 10, unclear guidance from Google at 5, and lack of SEO A/B testing at 4%.
When asked to cite the one metric the most effective in measuring SEO performance, 42% said organic traffic, 37% said conversions, and 14% said rankings. Visibility, indexability, and bounce rate followed with very small single-number percentages.
When setting expectations, it can take time for technical SEO changes to have an impact on traffic.
Some 46% of technical SEOs said it can take up to three months to see an impact on traffic. Some 30% said it can take up to six months, and 10% said six months or more. Only 1% said less than a week.
When asked to rank the effectiveness in measuring SEO performance, experts said organic...
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