Technical SEO
Fix the Technical Issues Holding Your SEO Back
16 Years of SEO Experience
I identify and fix the technical SEO problems that can stop
search engines crawling, indexing and understanding your website
properly.
Years of SEO
Experience
Technical SEO Services
Good Content Can’t Perform if Google Can’t Access It Properly
Technical SEO is the part of search optimisation that deals with
how a website is crawled, indexed, structured and understood by
search engines.
A site can have strong content and good backlinks and still
struggle if important pages are blocked, duplicated,
canonicalised incorrectly, buried too deeply or not being indexed.
My job is to identify those problems, work out which ones
actually matter and prioritise the fixes that are most likely
to improve search visibility.
What I Review
The Core Areas of Technical SEO
Technical SEO covers the systems and signals that help search
engines discover, understand and index your website efficiently.
Crawling & Indexing
Check whether important pages can be crawled and indexed,
and identify pages that are being excluded, blocked or ignored.
Canonical Tags
Review canonical signals to make sure Google understands
which version of a page should be treated as the primary URL.
Redirects
Identify broken, unnecessary or incorrect redirects and
make sure authority is passed cleanly when URLs change.
XML Sitemaps
Review sitemap structure and make sure important URLs are
included while low-value or non-indexable URLs are excluded.
Robots.txt & Robots Directives
Check whether search engines are being blocked from areas
they need to access, or allowed into areas they should ignore.
Duplicate Content
Find duplicate and near-duplicate URLs that can dilute
relevance or create unnecessary indexation problems.
Internal Linking
Review how internal links distribute authority and whether
important pages are easy for users and search engines to find.
Site Architecture
Assess hierarchy, depth and page relationships so the structure
of the site reflects the services, categories and topics that matter.
Indexation
Not Every Page Should Be in Google
One of the most common technical SEO problems is having too many
low-value URLs indexed and too many important URLs excluded.
Tag archives, search pages, filtered URLs, duplicate products,
feed URLs, PDFs and staging pages can all create noise if they
are not handled properly.
I review which pages should be indexed, which should not,
and whether Google is treating them the way you expect.
Google Search Console
Understanding Why Pages Aren’t Being Indexed
Search Console often reveals the first signs of technical SEO
problems, but the status message alone rarely tells the whole story.
Crawled – Currently Not Indexed
Investigate whether Google sees the page as low value,
duplicative, weakly linked or simply not worth indexing yet.
Discovered – Currently Not Indexed
Review crawl demand, site quality, internal linking and whether
Google is prioritising other areas of the site first.
Duplicate Without User-Selected Canonical
Find where Google has selected a different canonical version
and determine whether that behaviour is intentional.
Alternate Page With Proper Canonical
Check whether alternate URLs are behaving correctly and whether
the canonical target is the version you actually want indexed.
Page With Redirect
Review redirecting URLs and make sure old pages, migrated URLs
and internal links point cleanly to the right destination.
Excluded by Noindex
Confirm that noindex directives are intentional and not
accidentally preventing important pages from appearing in search.
Website Performance
Speed Matters, but Context Matters More
Page speed and Core Web Vitals can affect user experience
and can contribute to search performance, but they should not
be treated as isolated scores.
I look at whether performance issues are genuinely affecting
users, crawlability or important pages rather than chasing
a perfect score for the sake of it.
The goal is a website that is technically sound, usable
and easy for search engines to process.
Technical SEO
01
Fix the Issues That Actually Matter
Not every technical warning deserves the same priority.
An SEO crawler might report hundreds or thousands of issues,
but only a small percentage may be materially affecting
organic performance.
My focus is on identifying the technical problems that can
actually affect crawling, indexing, rankings and traffic.
Website Changes & Migrations
Technical SEO Is Critical When URLs Change
Website redesigns, platform changes, permalink changes and
content restructures can all create major SEO problems if
URLs are changed without a plan.
I can review redirect maps, canonical tags, internal links,
sitemaps and indexation before or after a migration to help
protect existing search visibility.
The earlier technical SEO is considered in a migration,
the easier it is to avoid unnecessary ranking losses.
CMS & Platform Issues
Different Websites Create Different Technical Problems
WordPress
Review archive pages, feeds, plugins, redirects,
indexation settings and technical issues created by
the theme or plugin configuration.
Shopify & Ecommerce
Review collection URLs, filters, product variants,
canonicals, duplicate pages and crawl efficiency.
Custom & Other Platforms
Investigate how the platform generates URLs, handles
canonicals, creates internal links and exposes pages
to search engines.
How I Work
A Practical Technical SEO Process
01
Crawl
Review how the website is structured and how search engines
can access its URLs.
02
Investigate
Use Search Console, analytics and technical tools to identify
the underlying cause of issues.
03
Prioritise
Separate high-impact problems from low-priority warnings
and cosmetic issues.
04
Fix & Monitor
Implement or recommend the required changes and monitor
whether search engines respond as expected.
Technical SEO vs SEO Audit
What’s the Difference?
A technical SEO review focuses specifically on the technical
factors affecting crawling, indexing and website structure.
A full SEO audit is broader and can also include keyword
research, content gaps, competitors, backlinks and wider
organic strategy.
If you’re unsure which you need, I can review the website
and recommend the most appropriate starting point.
SEO Experience
Working With Websites
You Work With Me
Why Work With Me?
Technical SEO Without the Jargon Overload
I’ve worked in SEO since 2010 and have been building,
editing and working with websites since 1997.
That experience helps me look at technical SEO in the
context of the actual website rather than treating every
crawler warning as equally important.
I work directly with clients and can either implement
technical changes myself where appropriate or provide
clear recommendations for developers and internal teams.
Technical SEO FAQs
Your Questions Answered
What is technical SEO?
Technical SEO is the process of improving the technical
foundation of a website so search engines can crawl,
index and understand important pages efficiently.
How do I know if my website has technical SEO problems?
Common signs include pages not appearing in Google,
ranking drops after website changes, large numbers of
excluded pages in Search Console, duplicate URLs,
incorrect canonicals and crawl errors.
Can technical SEO improve rankings?
Yes, where technical issues are preventing important pages
from being crawled, indexed or understood correctly.
Technical SEO does not replace content or authority,
but it can remove barriers that are limiting performance.
What is the difference between crawling and indexing?
Crawling is when a search engine discovers and accesses a page.
Indexing is when that page is processed and potentially added
to the search engine’s index so it can appear in search results.
Can you fix Search Console indexing errors?
Yes. I can investigate Search Console indexing statuses,
determine whether they represent a genuine problem and
recommend or implement the appropriate fix.
Do I need technical SEO if my site is small?
Small websites can still have technical issues, although
they are usually easier to diagnose and resolve than
large ecommerce or highly complex websites.
Can you work with my developer?
Yes. Where development work is required, I can provide
clear technical recommendations and work with your developer
to make sure the changes achieve the intended SEO outcome.
Fix Your Technical SEO
Not Sure What’s Stopping Your Website From Performing?
I can review your website, Search Console and technical setup
to identify the issues most likely to be affecting organic visibility.