Technical SEO
Search engines cannot rank what they cannot crawl, render or index. Technical SEO removes the obstacles sitting between your content and the results page.
Technical SEO is mostly a removal job
Very little of this work involves adding something. It involves removing the things that stop a search engine reaching your content, understanding it, and deciding it is worth keeping. A technically clean site does not rank because of technical SEO. It ranks because nothing is in the way.
That framing sets honest expectations. Fixing a crawl trap will not create demand that does not exist. But if a third of your product pages have been sitting in "Crawled – currently not indexed" for eight months, no amount of content work will help until that is resolved.
Crawling, rendering and indexing fail independently
They get discussed as one thing. They are three, and each has its own failure mode.
Crawling is whether the bot can reach a URL at all. Blocked in robots.txt, buried ten clicks deep, or reachable only through faceted filters that generate a near-infinite URL space. On large sites the last one quietly consumes crawl capacity that should be going to pages that earn money.
Rendering is whether the content exists once the page has been processed. Google does execute JavaScript, but on its own schedule and within its own limits. A page that ships a spinner in the HTML and fetches its content client-side is a bet. It often pays off with Googlebot. It pays off less reliably with other crawlers.
Indexing is whether the engine decides to keep the page. This is the part clients find hardest to accept, because a page can be perfectly crawlable and renderable and still be excluded on the grounds that it is thin, duplicative, or not worth the storage. Search Console names the bucket. The fix depends entirely on which bucket it is.
What speed actually buys you
Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift are measured on real user traffic and reported in Search Console. They are worth improving. They are also a modest signal compared with whether the page answers the query.
The stronger case for speed is behavioural. On a mobile connection, the difference between a page that shows its content in 1.5 seconds and one that takes five is often the difference between a session and a return to the results. Layout shift has a similar effect for a more irritating reason: people tap the wrong thing and leave.
So we work on causes rather than scores. In practice that usually means render-blocking CSS, images served far larger than their display size, marketing and analytics scripts loaded in the critical path, and web fonts that arrive late enough to move the page under someone's thumb.
The signals you send on purpose
Internal linking is the clearest statement a site makes about its own priorities. Pages linked from navigation and from many other pages get crawled more often and read as more central. Pages reachable only from a sitemap are treated accordingly.
URL structure that reflects the real hierarchy, stays stable over time, and does not multiply through parameters.
Canonical tags that resolve duplication deliberately instead of leaving the engine to pick a winner.
Redirects mapped page to page during migrations, not funnelled into the homepage.
hreflang annotations for multilingual sites, which have to be reciprocal to work at all.
Sitemaps and robots.txt that agree with each other, which is rarer than it should be.
What we hand over, and what we will not promise
The deliverable is a prioritised list with an owner against each item, not a two-hundred-page PDF that nobody opens twice. Each finding states what is broken, what it plausibly costs, and what fixing it involves, split into work we can implement and decisions that need to come from your side.
We do not promise positions. Nobody can honestly promise them, because the ranking systems are not ours to control and they change. What is in our control is the technical state of the site: pages that can be crawled, that render their content in HTML, that load quickly on real devices, and that describe themselves consistently. That is the precondition for everything else you might want to do with search.
What you get
Crawl and index audit
A full crawl of the site compared against what Google has actually indexed, so you can see which pages are missing from the index and why they were excluded.
Core Web Vitals work
We work on the causes behind LCP, INP and CLS rather than chasing a lab score: render-blocking resources, oversized images, third-party scripts and late-loading fonts.
Rendering review
We check what a crawler sees in the raw HTML versus what a browser assembles afterwards, because content that only appears after a client-side fetch is content you may be gambling with.
Site architecture and internal linking
Navigation, depth and link structure decide which pages get crawled often and which look peripheral. We reshape that to match what actually matters to the business.
Structured data in JSON-LD
Schema markup for the page types where it counts, implemented and validated. It makes a page eligible for rich results, which is not the same as guaranteeing them.
Redirect and migration safety
One-to-one redirect maps for replatforms and URL changes, plus a check of existing chains and loops. Most SEO disasters we see start with a migration nobody mapped.
How we work
- 01
Crawl the site the way an engine does
We run a full crawl and render pass, then compare it with your sitemaps, robots.txt and log data where it is available. This is what surfaces crawl traps and orphaned pages.
- 02
Cross-check against real search data
Search Console coverage and performance reports tell us which problems are theoretical and which are already costing you impressions. That distinction drives everything after it.
- 03
Prioritise by impact, not by severity label
Every finding gets an estimate of what it costs you and what it takes to fix. A critical issue on a page nobody searches for is not urgent.
- 04
Implement the fixes
We can do the work in your codebase or hand your developers a specification precise enough to act on without a second round of questions.
- 05
Verify in the index
Fixes are confirmed against Search Console and a fresh crawl, not against the ticket being closed. Indexing changes take weeks to show, so we agree in advance what we are watching.
Tools and technology
Where a solid open-source tool exists, we choose it over a closed one. No lock-in to a single vendor, and costs you can actually predict.
- Lighthouse
- Playwright
- Next.js
- Astro
- Schema.org
- Chrome DevTools
- Google Search Console
- Bing Webmaster Tools
- PageSpeed Insights
- Screaming Frog
- Ahrefs
- Cloudflare
Frequently asked questions
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Content SEO
Content earns search visibility when it answers a question someone is actually asking. We find those questions, then write and optimise the pages that answer them properly.
GEO – Generative Engine Optimization
More people now get their answer from an assistant instead of a list of links. GEO is the work of making sure your content is retrievable, quotable and correctly attributed when that happens.
SEO analysis, monitoring and optimization
SEO and GEO are ongoing processes, not one-off projects. We monitor what is working, explain what changed when results move, and turn that into the next set of decisions.
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