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Part of SEO

Technical SEO: Fixing What Stops Good Content Ranking

A site that will not rank usually has a foundation problem that no amount of publishing will fix. Technical SEO finds it and removes it.

Talk to us about this All SEO
What is technical SEO?

Technical SEO is the work of making a website crawlable, indexable, fast and unambiguous enough that its content can actually compete. It covers how search engines discover your pages, whether they choose to index them, how quickly the page becomes usable, and whether the site sends conflicting signals about which page should rank for what. It is not about writing content. It is about removing the obstacles that stop existing content from performing.

The reason technical SEO gets skipped is that it is invisible. Nobody looking at your site can see that four hundred parameter URLs are eating your crawl budget, or that three pages are competing for the same query, or that your canonical tags point at a staging domain. The symptoms just look like "SEO is not working".

We run technical SEO as diagnosis before prescription. The first deliverable is an ordered list of what is actually wrong and what each item is likely to be worth. Plenty of technical audits return two hundred issues sorted by severity score, which is useless to a business owner deciding where to spend. Ours is sorted by impact and effort, and the top of the list is usually four or five things.

Scope

What the work covers

Not a feature list. These are the areas where the work actually changes the outcome.

01

Crawl and index control

Which pages Google is spending its budget on, and which it is ignoring. Parameter URLs, faceted navigation, tag archives, paginated series and staging leaks routinely consume most of a site's crawl allocation while the pages that matter go unvisited. We map what is being crawled against what should be, then close the gap with robots directives, canonicals and noindex where each is genuinely the right tool.

02

Site architecture and internal linking

How many clicks from the homepage to your most commercially important page, and how much internal link equity reaches it. Most sites have their money pages buried three or four levels deep with two internal links pointing at them, while a tag archive nobody reads has forty. Restructuring this is often the highest-return technical work available and it costs nothing but a decision.

03

Core Web Vitals remediation

Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift, measured against field data from real visitors rather than a lab score. On Indian mobile connections this is a conversion issue before it is a ranking issue. For WordPress and WooCommerce sites the causes are usually predictable: hosting, unoptimised images, render-blocking scripts and plugins loading sitewide for a feature used on one page.

04

Canonicalisation and duplication

Conflicting signals about which URL is authoritative. Trailing slashes, www and non-www, HTTP and HTTPS, uppercase variants, session parameters and print versions all create duplicates that split ranking signals. We consolidate them and make the canonical strategy consistent across templates rather than page by page.

05

Keyword cannibalisation

Two or more of your own pages competing for the same query, so Google picks one and frequently picks the wrong one. This gets worse as a site grows and it is the most common problem on sites that have published consistently for years. The fix is usually consolidation and internal linking, not more content.

06

Structured data

Valid, accurate JSON-LD that describes what each page actually contains. This enables rich results and materially improves how AI answer engines parse and attribute your content. We validate every template rather than trusting a plugin default, and re-validate after theme and plugin updates, which routinely break it silently.

07

Redirects and migration integrity

Broken redirect chains, 302s that should be 301s, and orphaned URLs from old site structures. If you have migrated platforms, this is usually where a chunk of lost authority is sitting, recoverable.

08

International and multi-domain setup

hreflang where you run separate domains or paths for different markets. Misconfigured hreflang is worse than none, because it actively tells Google to serve the wrong version.

How it runs

The sequence

In this order, because each step depends on what the previous one found.

  1. 01

    Crawl and baseline

    We crawl the site as a search engine would, pull Search Console and Analytics history, and check field-data Core Web Vitals. This establishes what is actually happening rather than what the site owner believes is happening. The two are usually different.

  2. 02

    Diagnose and prioritise

    Every finding is scored on likely impact and implementation effort, then ordered. You get a list where the first five items are worth doing this month and the rest is honestly labelled as lower priority. We tell you which findings are cosmetic.

  3. 03

    Implement

    We do the work rather than handing you a document and leaving. Development is in-house, so fixes that belong in the theme, the template or a plugin get made directly rather than waiting on a third-party developer.

  4. 04

    Verify and monitor

    Re-crawl, re-validate schema, confirm index coverage moves in the right direction, and watch field-data vitals over the following weeks. Some technical fixes show within days; index-level changes can take longer, and we tell you which is which upfront.

What you receive

Deliverables

Prioritised technical audit

An ordered action list with impact and effort against each item, written so a business owner can read it. Yours to keep whether or not you continue with us.

Implementation

The fixes actually made, not just documented. Theme, template, plugin and server-level work included.

Schema deployment and validation

JSON-LD per template, validated against the Rich Results Test and the Schema Markup Validator.

Core Web Vitals report

Before and after, measured on field data rather than lab scores, with the specific causes named.

How this is scoped and charged

Technical SEO is scoped as a one-time project when a site needs remediation, and as part of a monthly retainer when the site is large enough that new issues appear continuously. A standalone audit and fix cycle for a typical business site is a fixed-fee project. For sites above a few thousand URLs, or anything with faceted navigation, we quote after the initial crawl because the scope genuinely varies.

See indicative pricing
FAQ

Questions we get asked about this

  • Speed and crawl fixes often show in Search Console within two to four weeks. Index-level changes and consolidation after fixing cannibalisation can take a full crawl cycle, which on a mid-sized site is six to twelve weeks. Anyone promising movement in days is describing something else.

  • A new site has fewer accumulated problems but it is also the cheapest possible moment to get the architecture right. Fixing site structure on a fifty-page site is an afternoon. Fixing it on a two-thousand-page site is a project with redirect risk.

  • Yes, and often that is the sensible arrangement. We produce the diagnosis and the specification, your developer implements, and we verify. Where the work is WordPress or WooCommerce we usually implement directly because it is faster.

  • The remediation is. Keeping it clean is not. Plugin updates, theme changes, new content types and platform migrations all reintroduce problems. Most sites need a technical review two or three times a year even if nothing appears wrong.

Related

Work that usually goes with this

An SEO Audit You Can Actually Act On

A prioritised technical and content audit you keep either way.

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eCommerce SEO: Architecture Before Content

Category architecture, faceted navigation and product schema for D2C stores.

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Schema That Validates and Keeps Validating

Structured data that validates, produces rich results and survives updates.

Explore

Speed Work That Shows Up in Field Data

Core Web Vitals remediation for existing sites, measured on real users.

Explore
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