Technical SEO that search engines and users can rely on

Technical SEO is the unglamorous work that decides whether your content can rank at all. If important URLs cannot be crawled, if duplicates compete, or if the site is painfully slow on a phone, content and links will underperform.

We keep technical SEO practical. The goal is a site that search engines understand and people can use. We do not sell a 90-page crawl dump as a strategy. Google documents the basics in its crawling and indexing guidance; we apply that to your CMS, hosting and templates.

Crawl, indexation and clean URLs

We check robots.txt, XML sitemaps, noindex mistakes, canonical tags, HTTPS, host preference (www or non-www), trailing slashes and lowercase URLs. Parameterised or duplicate URLs are consolidated so Google is not asked to choose between three versions of the same service page.

Internal linking is part of technical SEO as well as on-page work. Orphan pages, deep PDF-only offers and navigation that hides commercial URLs all waste crawl budget. We connect the pages that should earn enquiries — including monthly SEO landing pages and location URLs — from relevant content and templates.

What we typically address

Indexation controls, sitemap hygiene, redirect chains, pagination, faceted navigation on ecommerce, breadcrumb and FAQ structured data where the content is genuine, and template-level performance. Large brochure sites and shops get extra attention on crawl waste.

Where markup is justified we follow Schema.org types that match the page: organisation, service, article, FAQ and breadcrumb — not a spray of irrelevant JSON-LD.

Core Web Vitals and page experience

Lab scores are a starting point, not the finish. We look at the templates that carry commercial traffic: hero media, fonts, JavaScript weight and image delivery (including WebP and lazy loading below the fold). Changes are measured against real templates, not a homepage-only screenshot.

Core Web Vitals (LCP, INP and CLS) are the public metrics Google uses for page experience. We treat them as a quality bar for users, then check Search Console for field data rather than chasing a vanity Lighthouse screenshot.

Working with developers

If you have an in-house or agency developer, we write tickets they can implement. If you need us to coordinate the change, we do that too. Technical SEO fails most often when advice never makes it into production.

A technical-led SEO audit is the usual starting point if the site has never been reviewed. Ongoing checks then sit inside the retainer so a redesign does not quietly undo the work.