Build what
search engines reward.
Rankings don't come from content alone. They come from sites that are fast, easy to crawl, well organized and technically sound. Most sites have hidden problems that hold their content back, however good the writing. We find them, fix them and check that the fix worked.
+40%Avg. crawl efficiency after technical audit
2.1sAvg. LCP after optimization
100%Of projects include schema
30dAvg. time to the first measurable improvement
Technical problems rarely announce themselves
A site can look fine to visitors while quietly failing search engines in several ways at once. That's what makes technical problems so costly: each one makes the others worse.
Crawl budget exhaustion
Google gives every site a crawl budget: a limited number of pages it will crawl each day, based on your site's authority and how fast your server responds. If your site creates thousands of near-duplicate URLs from filters, tracking parameters or infinite scroll, Google spends that budget on pages that don't matter and never fully crawls the ones that do. Your best content gets crawled once a month instead of every day.
Canonical conflicts
With and without www, with and without a trailing slash, HTTP and HTTPS: each version of a URL counts as a separate page. If they all load without a canonical tag or a redirect to one preferred version, the value of your links gets split across several copies of every page. It's one of the most common technical mistakes, and one of the most expensive.
JavaScript Google can't see
Google renders JavaScript, but not perfectly. If your product descriptions, prices, menus or internal links load through JavaScript in the browser, Google may only see an empty shell of the page, and it can't rank what it can't see. More and more sites built on React, Vue and similar frameworks run into this.
Page speed affects rankings
Core Web Vitals (LCP, INP and CLS) count toward rankings, and they also affect sales. On mobile, every extra second of load time costs about 7% of conversions on average. Speed isn't only an SEO problem. It costs you money.
Schema helps search engines trust you
Structured data tells Google and AI systems what your content means, not just which words are on the page. Sites with accurate, valid schema get more clicks from rich results. Broken, mismatched or missing schema leaves that on the table.
Migrations
Moving to a new domain, platform or URL structure without a complete redirect map can wipe out years of rankings in a few weeks. Google treats a URL with no redirect as a brand-new page with no history. The losses stack up: rankings fall, traffic falls, and your backlinks stop counting.
Every page scored, the weakest area first
This is our own Technical SEO page in our free SEO Health Dashboard: 88 out of 100 over 41 checks, with three problems flagged.
A technical engagement starts the same way on your site, page by page, and the report tells your developers exactly what to change.
- One score across 41 checks.
- The weakest area is fixed first.
Every layer of your site, checked
Core Web Vitals
• Largest Contentful Paint (LCP): target under 2.5s
• Interaction to Next Paint (INP): target under 200ms
• Cumulative Layout Shift (CLS): target under 0.1
• First Contentful Paint (FCP)
• Total Blocking Time (TBT)
• Real-user data from CrUX compared with lab data
• The performance gap between mobile and desktop
• Interaction to Next Paint (INP): target under 200ms
• Cumulative Layout Shift (CLS): target under 0.1
• First Contentful Paint (FCP)
• Total Blocking Time (TBT)
• Real-user data from CrUX compared with lab data
• The performance gap between mobile and desktop
Crawling and indexing
• Crawl budget analysis and wasted crawling
• Robots.txt rules and directives
• XML sitemap structure and priority settings
• Canonicalization across all URL versions
• Orphan pages
• Index bloat (noindexed, thin and duplicate pages)
• Search Console page indexing report
• Robots.txt rules and directives
• XML sitemap structure and priority settings
• Canonicalization across all URL versions
• Orphan pages
• Index bloat (noindexed, thin and duplicate pages)
• Search Console page indexing report
Site architecture
• URL structure and topic grouping
• Internal link depth and how authority flows
• Breadcrumbs
• Pagination (canonical vs. noindex)
• Crawl control for filters
• Category and subcategory structure
• How many clicks it takes to reach key pages
• Internal link depth and how authority flows
• Breadcrumbs
• Pagination (canonical vs. noindex)
• Crawl control for filters
• Category and subcategory structure
• How many clicks it takes to reach key pages
Schema markup
• Organization and LocalBusiness entity
• FAQPage and HowTo
• Product, Offer and AggregateRating
• BreadcrumbList and WebPage
• Article and BlogPosting
• Validation against Google Rich Results Test
• Schema-to-content accuracy verification
• FAQPage and HowTo
• Product, Offer and AggregateRating
• BreadcrumbList and WebPage
• Article and BlogPosting
• Validation against Google Rich Results Test
• Schema-to-content accuracy verification
Security and redirects
• HTTPS and mixed content
• Redirect chains (one redirect leading to another)
• Broken internal links (4xx)
• Hreflang for international sites
• Mobile usability
• Soft 404s
• Security headers and HTTPS enforcement
• Redirect chains (one redirect leading to another)
• Broken internal links (4xx)
• Hreflang for international sites
• Mobile usability
• Soft 404s
• Security headers and HTTPS enforcement
Rendering and JavaScript
• Content loaded by JavaScript
• What Googlebot sees vs. what visitors see
• Lazy loading
• Resource priority (preload, prefetch)
• How much third-party scripts slow the page
• Server-side vs. client-side rendering
• Dynamic rendering (where it applies)
• What Googlebot sees vs. what visitors see
• Lazy loading
• Resource priority (preload, prefetch)
• How much third-party scripts slow the page
• Server-side vs. client-side rendering
• Dynamic rendering (where it applies)
We fix the problems, not just document them
- The typical technical audit is a 60-page report that sits in a folder. The developers are already busy, nothing gets fixed and rankings stay put. Six months later, someone orders another audit.
- We do it differently. We rank every issue by how much it's likely to move your rankings, not by category. If we have access to your CMS, we make the fixes ourselves. If code needs to change, we write developer briefs that are ready to use, so the work is clear and quick. We re-crawl to confirm every fix before we mark it done.
- Ranked by what it's worth to you: each issue is ranked by its likely effect on crawling, rankings and sales. The first item is never "add alt text to 200 images."
- We do the work: where we have access, we fix it. Where you need a developer, we write ready-to-paste code and exact instructions, not suggestions open to interpretation.
- Every fix checked: we only close an issue after a re-crawl or Search Console data confirms it's fixed. We don't assume.
- Ready for AI search: our checks cover AI crawlers like GPTBot, ClaudeBot and Perplexity's, not just Googlebot.
- Alerts if something breaks again: we set up monitoring for technical regressions. That matters after CMS updates, new plugins and developer sprints, which often undo earlier fixes.
Core Web Vitals, before and after
- LCP: 6.2s to 1.8s
- INP: 380ms to 94ms
- CLS: 0.31 to 0.04
- FCP: 3.4s to 1.2s
Typical results. They vary by site and starting point.
What we find most often
- 87% of sites have canonical problems or split URL versions
- 73% of sites waste crawl budget on low-value URLs
- 91% of sites have incomplete or broken schema
- 64% of sites fail Core Web Vitals on mobile
How AI understands your content
Structured data tells search engines and AI systems what your content means, not just which words it uses. For most sites it's the biggest technical win still left on the table, and it matters more as AI answers take the place of the usual search results.
Organization and brand
Gets your brand recognized as a real entity in Google's Knowledge Graph. It helps you get cited by AI tools, own your brand searches and control your knowledge panel. Without it, Google sees you as just another anonymous publisher.
FAQPage and HowTo
Feeds AI answer engines and Google's rich results directly. FAQPage schema is the most reliable way to show up in zero-click and voice results, and HowTo schema shows step-by-step instructions right in the results, which gets a lot more clicks.
Product, Offer and Review
Shows price, stock and ratings in search results and Google Shopping. Done right, you get a rich listing with price, availability and stars instead of a plain blue link.
LocalBusiness and service area
Tells Google exactly where you work, what you offer and when you're open. It feeds your Knowledge Panel, Google Maps and local AI answers. Any business with a location or a service area needs it.
Article and BlogPosting
Tells Google who wrote a piece, when it was published and what it's about. It's needed for Google News and helps show E-E-A-T through named authors on every article.
BreadcrumbList and sitelinks
BreadcrumbList schema shows a breadcrumb trail in search results instead of the full URL. That gets more clicks and helps Google understand how your site is organized.
The problem most developers don't know they've created
Modern JavaScript frameworks like React, Vue, Angular and Next.js can cause serious SEO problems if rendering isn't set up with search in mind. The site looks perfect in a browser, but to Google, big parts of it may not exist.
Why it happens
Googlebot processes pages in two passes. The first pass reads the HTML right away. The second pass, which runs the JavaScript, waits in a queue that can be hours, days or even weeks behind.
If important content (menus, internal links, product data, prices, meta tags) is added by JavaScript after the page loads, Googlebot can't see it on the first pass. If Google doesn't get back to it soon, that content may never be indexed.
What we often find: React single-page apps where everything is rendered in the browser, so Google sees an empty page; Next.js sites where key pages ended up client-rendered instead of server-rendered; Vue apps whose internal links Google never follows; and Angular sites that set meta tags with JavaScript, so Google ignores them.
Rendering methods and what they mean for SEO
CSR, client-side rendering
High risk
Everything is built in the browser by JavaScript. Googlebot has to run the JavaScript to see the content, and it may not. Pages often go unindexed. Common in single-page apps built without server rendering.
SSR, server-side rendering
Safe for SEO
The server sends Googlebot a finished page. No waiting, no indexing risk. The best choice for JavaScript-heavy sites.
SSG, static site generation
Safe for SEO
Pages are built as plain HTML when the site is deployed. Fast and easy to crawl. Best for content that doesn't change often.
ISR, incremental static regeneration
Keep an eye on it
A mix of static and server rendering: pages are built ahead of time and refreshed on a schedule. Usually fine for SEO; check how often pages refresh if your content changes a lot.
Hybrid (some pages SSR, some CSR)
Keep an eye on it
Common in large Next.js and Nuxt apps. Each page needs checking to make sure the important ones are server-rendered. Often missed, because developers assume every page is SSR.
The problems we find on almost every audit
After 18 years of technical audits, the same problems keep showing up, whatever the industry, platform or size of the site. These are the most common ones, and the ones most likely to hold rankings back if nobody fixes them.
Very common
Redirect chains and loops
A page that has moved twice creates a chain: /old-url to /interim-url to /new-url. Google follows it, but some link value is lost at every step. Sites that have been redesigned a few times often have chains of 3 or 4 redirects to important pages, which quietly drains the authority those pages built up.
Universal
Duplicate versions of the same page
HTTP or HTTPS, www or not, with a trailing slash or without, plus URL parameters: every combination is a separate URL that can be indexed. A 10,000-page site can end up with more than 40,000 URLs. That burns crawl budget, splits authority between copies, and the right version may not be the one that ranks.
Very common
Missing or duplicate titles and meta descriptions
Big sites and many CMS platforms repeat the same title on paginated pages, filter pages and tag archives. Google rewrites duplicate titles, usually into something less useful than what you'd have written. Missing titles get replaced with the first heading on the page, which is rarely a good fit.
Very common
Internal links that skip your important pages
Your strongest pages (usually the homepage, main categories and most-read blog posts) pass authority to other pages through internal links. A page nothing links to gets none. We often find pages that matter for sales listed in the sitemap but not linked from anywhere that counts.
Very common
Slow LCP from render-blocking files
Largest Contentful Paint is the Core Web Vital that matters most, and the usual culprit is CSS and JavaScript in the <head> that blocks rendering: the browser stops and waits for those files to load. Deferring scripts that aren't needed right away is usually the single biggest LCP improvement.
Common
Schema errors that cost you rich results
Rich results like FAQ dropdowns, star ratings and prices in search all need valid, error-free schema. We regularly find required fields missing, properties misspelled or markup describing content that isn't on the page. Any of these quietly rules the page out.
The riskiest moment in your site's SEO history
A migration done badly can wipe out years of rankings in a few weeks. Done well, it keeps the rankings you've built and can even improve them. The difference is planning before the move, not recovery after it.
Before the move
Before a single URL changes
• A full crawl and list of every URL on the current site
• A rankings baseline for every target keyword
• A redirect map from each old URL to its new one
• A check for hard-coded internal links
• Search Console and Analytics set up for the new site
• A crawl of the staging site to check the new URL structure
• A full crawl and list of every URL on the current site
• A rankings baseline for every target keyword
• A redirect map from each old URL to its new one
• A check for hard-coded internal links
• Search Console and Analytics set up for the new site
• A crawl of the staging site to check the new URL structure
Launch day
The first 24 to 48 hours
• Check every redirect (all 301s, no 302s)
• Set up Search Console and submit the sitemap
• Crawl the live redirects to rule out chains and loops
• Check canonical tags on the new URLs
• Confirm Google can see the key pages
• Alerts set for unusual traffic changes
• Check every redirect (all 301s, no 302s)
• Set up Search Console and submit the sitemap
• Crawl the live redirects to rule out chains and loops
• Check canonical tags on the new URLs
• Confirm Google can see the key pages
• Alerts set for unusual traffic changes
After the move
The first 90 days
• Weekly rankings compared with the baseline
• Watch for new 404s and crawl errors
• Ask sites linking to old URLs to update their links
• Find and replace old hard-coded internal links
• Watch indexing in Search Console
• Move the disavow file, if there is one
• Weekly rankings compared with the baseline
• Watch for new 404s and crawl errors
• Ask sites linking to old URLs to update their links
• Find and replace old hard-coded internal links
• Watch indexing in Search Console
• Move the disavow file, if there is one
From audit to a confirmed fix
A full technical crawl
We crawl your whole site with professional tools and review its structure, rendering and Core Web Vitals by hand on real devices. We also compare Search Console data with our crawl: where they disagree, there's usually a rendering problem a normal crawl would miss.Issues in order of value
Every issue is ranked by how much it's likely to be worth to you. Each one says what it is, why it matters for your site, what to do, how long it takes, and the code or settings needed to fix it. No 60-page list full of jargon: you can act on every item the day you get it.Implementation
We make every fix we can ourselves. For developer work, you get ready-to-use code, exact specs and, where it helps, a short video walkthrough, so your developer can do it right the first time.Checked and monitored
We re-crawl after each fix to confirm it worked, and check every issue against its target: less wasted crawling, better Core Web Vitals, valid schema, canonicals resolved. Before we wrap up, we set up alerts in case anything breaks again.
Technical SEO questions
Any CMS: WordPress, Shopify, Webflow, custom builds and headless setups. Our audits and advice work on any platform. How we make the fixes depends on the platform, and we know the limits and opportunities of each one.
We write briefs clear enough for a developer to finish in one sitting without questions. On common CMS platforms we make the fixes ourselves. For custom code, the brief includes the exact code, the file to change and what should happen afterward.
Both, wherever we have access. A technical audit is only worth what gets better, not what gets listed. We fix things directly in your CMS where we can and write ready-to-use specs where a developer is needed.
Then we'll tell you. The technical audit is often the first step of a bigger project. If the foundation is solid, we move on to content and authority. We won't make up problems to justify a retainer.
Yes, and the earlier you bring us in, the better. Planning before a migration is worth far more than recovering after one. The migration section above shows what a well-run move looks like.
We compare what Googlebot sees with what visitors see. Where important content only appears through JavaScript in the browser, we work out whether dynamic rendering, server-side rendering or pre-rendering is the right fix, and write the brief for it.
Technical problems don't fix themselves
The SEO Clarity report includes a full technical health check and a list of quick wins, so you know exactly what's holding you back before you commit to anything bigger.