In search engine optimization (SEO), it involves the SEO professional and/or webmaster going through the process to understand behavior of the people who do searches (including on Google, Yahoo, Bing, and more), and optimize the content on the web pages to deliver a relevant experience, if not yet the best experience. SEO may have to include essential elements of technical webmastering. The webmaster needs to go through things like directives, annotations, and signals. The purpose behind is to allow the search engine bots to effectively crawl, index and then rank web pages. At the end of the day, the good practice in SEO would take the business to ultimately good results i.e. increased in traffic (from organic search engines) and increased revenue (or sales volume) for the business.
A second aspect is about the users. The user experience starts with the search results. As a webmaster/SEO person, you should always bear in mind to produce quality SEO which can help to create an improved user experience. Your approach should be to focus on relevance and technical efficiency. i.e. Help search engines deliver the most appropriate results as well as at the right time to the most suitable user with the most relevant messages. When this relevance goal is possible, increased in traffic and revenue will follow. This only leads the business growth.
Technical SEO is an important area which involves configurations that can be implemented to the website and server. It is firstly about building a mobile friendly website (for both Google and the users). Refer to this guide with mobile seo best practices.
Speed is certain a problem for many websites nowadays. Search engines give better preferences to websites that load faster than others. Page speed has been considered an important ranking signal to Google. What you can do is to keep your web page templates simple, Optimize the visual elements, and limit the number of redirects. Using a faster hosting service would also help.
It is also about fixing duplicate content issues. In simple words, duplicate content is a problem as it can be very confusing for users and for search engine bots and algorithms. Google would believe many duplicate content were deliberately created or mistakenly created to confuse Google in an attempt to manipulate the organic search ranking and gain more traffic. You should rectify the duplicate content issues by preventing your website content management system (or website builder) from publishing multiple versions of a page. An example is that when the CMS uses session IDs in the URLs. By proactively disabling the session IDs from automatically generated for each version of the same page, you would have prevented thousands of duplicate pages from being generated in the first place.