01 ——
The Craft
Technical SEO
Every site has something underground. A configuration quietly working against it for months. A redirect chain nobody mapped. Content that exists but that Google can't see. A migration that went slightly wrong in a way that didn't surface immediately. The audit finds it.
Technical SEO is the foundation of any website — far more than simply being discovered by search engines. When it's working well, it's invisible. When it isn't, everything else suffers regardless of how good the content is, other campaigns such as PPC or social media, and that's not just broken links but also slow sites, invisible content and misconfigured signals working quietly against you.
The discipline covers everything from crawl configuration and indexation control to site speed, structured data, international targeting and accessibility compliance. It's the part of SEO that most closely resembles engineering — methodical, evidence-based and unforgiving of assumptions. Most technical problems are invisible from the surface. You need a crawl, not a guess. The work finds it.
Every audit is framed by GSC and Analytics data — understanding not just what's technically wrong, but how it's affecting performance, traffic and revenue. The numbers give context to the findings.
The main areas — the ones that make a genuine difference to visibility, performance and recovery. Each one informed by GSC and Analytics data that shows what's actually happening, not just what the crawl suggests.
JavaScript-rendered pages and iframed content that search engines can't access — content that exists but is invisible to Google. Identifying what's unindexable, understanding why, and working out the remediation options. A growing problem as more sites rely on client-side rendering.
Noindex directives applied at the wrong level — taxonomy pages, tag pages, brand pages — can deindex commercially significant URLs without any surface indication. Identifying misconfigured noindex across meta tags, HTTP headers and CMS settings (Rank Math, Yoast, custom configurations).
LCP, CLS, INP measurement and improvement. Page speed analysis, image optimisation, render-blocking resources, server response times. CrUX field data versus lab data — understanding the difference matters when diagnosing real-world performance issues.
Crawl budget analysis, robots.txt, XML sitemaps, GSC coverage reports — finding what Google can and can't see, and understanding why. Log file analysis where needed to see how Googlebot is actually behaving on the site.
Canonical tag strategy, URL parameter handling, pagination, faceted navigation — consolidating signals and preventing cannibalisation across product, category and taxonomy pages.
Title tags, meta descriptions, heading structure, H1 conflicts, thin content — the fundamentals that compound when done consistently and quietly work against a site when they don't.
How a site is structured determines how link equity flows, how crawlers navigate it and how users move through it. Internal linking strategy, URL hierarchy, category depth and crawl path optimisation — particularly important for large e-commerce and multi-market sites.
Hreflang implementation and auditing across multi-market sites. URL structure strategy for international targeting — ccTLDs, subfolders, subdomains. Experience across 30+ European markets.
Accessibility auditing aligned with WCAG 2.2 — alt text, heading hierarchy, colour contrast, keyboard navigation, screen reader compatibility, ARIA roles. Accessibility and SEO share more common ground than most audits acknowledge.
Full redirect auditing, chain resolution and 404 identification. Pre-migration mapping and post-migration verification. .htaccess implementation and testing. The difference between a clean redirect strategy and one that bleeds link equity through chains and loops.
Schema markup implementation and audit across product, article, FAQ, organisation, breadcrumb and other applicable types. Validation, rich result eligibility and keeping up with Google's evolving requirements.
Understanding how search engines render JavaScript — and where client-side rendering is creating visibility gaps. Most AI crawlers can't execute JavaScript at all, making this increasingly important as AI search grows.
This list covers the most common areas — it isn't exhaustive. Every site presents different problems and the audit is shaped by what's actually there, not a fixed checklist.
Migrations are where technical SEO problems most commonly originate. A platform move, a URL restructure, a CMS change — done without proper technical oversight, any of these can undo years of accumulated organic performance. Done well, a migration is an opportunity to fix structural issues that have been building up for years.
Recovery work is equally important — identifying what went wrong after a migration that didn't perform as expected, mapping the damage and rebuilding visibility methodically. Migration work covers the full process: pre-migration audit, URL mapping, redirect strategy, crawl comparison pre and post, and monitoring through the recovery period. The goal is to carry organic equity through the change intact — or restore it when it wasn't.
Migrations from Visualsoft's proprietary platform — including cases where content wasn't fully carried across during migration, requiring recovery work to rebuild what was lost.
Shopify migrations and restructures — collections, product URLs, the /products/ and /collections/ structure, canonical handling and pagination quirks specific to the platform.
WooCommerce technical audits and migrations — taxonomy structures, product tag and brand pages, Rank Math and Yoast configuration, .htaccess redirect implementation.
Magento migrations including worldwide multi-market moves — URL and slug architecture, redirect mapping, and content migration across international market variants.
Also experienced with WordPress (general) and bespoke PHP platforms. Planning a migration, or dealing with the aftermath of one that didn't go as expected? Get in touch.
Most technical audits start with what the crawl shows — no assumptions, no templated findings. Bring what you know about the current situation and we'll go from there.
