Technical SEO that removes the barriers to growth.

Technical SEO is the work that makes sure a search engine can reach your site, read it and treat it as trustworthy. Content and links are the visible side of search visibility. The technical side decides whether that content gets considered at all.

In practice it comes down to a handful of questions. Can Googlebot find your pages, and does it have enough time to get through them. Does the page load fast enough on a phone. Does the structure tell a machine which page matters and which is a duplicate. Can the search engine work out what you sell without guessing.

Answering those questions is a different job from producing content, and it takes different skills. That is why technical SEO is usually bought separately or as part of a wider search engine optimisation programme. If you would rather understand the topic first, read our technical SEO guide, which covers the fundamentals without a sales pitch.

These situations come up so often in engagements that they are worth naming. If you recognise your own site in one of them, the problem is most likely fixable within a few weeks.

• Pages never reach the index. Search Console says discovered but not indexed. The cause is almost always weak internal linking, a canonical conflict, or the page offering nothing that is not already available elsewhere.
• Shop filters eat the crawl budget. Faceted navigation generates hundreds of thousands of URLs, none of which deserve indexing. Googlebot spends its time on those instead of your actual product pages.
• The site is fast on the developer machine and slow in the field. The lab test is green while real user measurements say otherwise. The gap usually comes from mobile networks, third-party scripts and font loading.
• A migration dropped the traffic. A new site launched, URLs changed and redirects were done incompletely. This is recoverable, but the longer it waits the more is lost.
• An international site competes with itself. Hreflang is missing or contradictory, and Google serves the wrong language version to the wrong audience.
• Nobody knows what is broken. The most common starting point. The site is not growing, but the cause has never been investigated, because no one in the company is equipped to look.

The audit is the foundation for everything that follows, so it is worth setting out what it contains. We do not run an automated tool and forward its report, because a tool does not know your business and cannot tell a meaningful error from a cosmetic one.

The analysis starts with a crawl, in which every discoverable URL is classified. That shows how many pages are indexable, how deep the important pages sit and how much duplication exists. Next we read the server logs, which reveal where Googlebot genuinely spends its time. This is the only way to see how the crawl budget is really distributed, and on large sites it usually exposes the single biggest problem.

Third, we go through the excluded pages in the Search Console coverage report, because that is where Google states in its own words why pages were left out. Fourth, speed is measured from field data, meaning real users’ devices rather than a developer machine. Last we check structured data, hreflang and the mobile version.

The output is a list where every finding states what is broken, what it costs you and how large the fix is. The report is written to be understood without a technical background, while carrying enough detail for a developer to act on.