The following 2paragraphs on tech optimization is from Technology: The Unsung Hero of SEO, a comprehensive SEO study by MXM, the leading content-powered customer engagement agency:
Beyond getting you better search rankings, tech optimizations can help content you already rank for get more clicks. Research by Moz.com, a leader in SEO software, has shown that keywords closer to the beginning of a title tag receive more weight than subsequent words from Google, and that searchers are more likely to click results where keywords appear nearer the beginning of the title. Meta descriptions, while they have no impact on ranking, have a big impact on click through rates. Since Google conveniently bolds query terms in your meta-description, your results gain extra visual appeal, signaling the user that your content is highly relevant. So, make sure you target keywords relevant to your page for inclusion in titles and meta-descriptions.
There’s also making sure your pages have a technical advantage–by using what’s called “structured data.” Structured data can have profound effects on search rankings, visibility and click-through rates by adding rich snippets to the search results page and allowing Google et. al. to understand the context of your content. According to, Schema.org, which promotes structured data: “On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web.” Try checking your page with Google’s Structured Data Testing Tool.
—MXM (Meredith Xcelerated Marketing) is the leading content-powered customer engagement agency. MXM creates integrated communications ecosystems that differentiate a brand from its competitors.