Technical SEO

Technical SEO answers one simple question: can Google find, crawl and understand your pages? If it can’t, great content and good links never work at full strength. My job is to find where that path breaks and tell you what to fix first.

A site doesn’t have to be technically perfect to rank well. But every obstacle that wastes Google’s time or confuses it about a page costs you rankings. Usually a few big problems matter more than a hundred small ones.

When a technical SEO audit makes sense

• Organic traffic has dropped and there’s no obvious reason.
• Search Console shows many pages as “Crawled – currently not indexed” or “Discovered – currently not indexed”.
• You’re planning to move to a new platform or domain, or change your URL structure.
• The site has several language versions or markets.
• Store filters and sorting generate thousands of URLs.
• Pages load slowly on mobile and Core Web Vitals are red.

What I check

Crawling and indexing

robots.txt, XML sitemaps, noindex and canonical tags, server response codes and redirect chains. I compare how many pages should be in Google’s index with how many actually are. The gap often points straight to the biggest problem.

Structure and internal links

How many clicks it takes to reach your key pages, whether any pages have no internal links at all, how pagination and filter URLs behave. Structure decides which pages Google treats as important.

Duplicate and thin content

Pages competing with each other for the same search, near-empty categories, the same content under different URLs. We decide what to merge, what to keep out of the index and what to expand.

Speed and Core Web Vitals

I assess LCP, INP and CLS from real-user data (CrUX), not just a single lab test, and find the specific causes: oversized images, render-blocking JavaScript, fonts, slow server response.

JavaScript rendering

Whether important content and links are in the initial HTML or only appear after JavaScript runs. In the second case Google sees them later, or not at all.

Language versions and hreflang

For multilingual or multi-market sites I check hreflang tags, canonicals and whether Google shows the right version in each country. It’s one of the most common mistakes on international sites, and one I’ve dealt with across 45 markets.

Structured data

Whether your schema.org markup is valid, matches the page content and uses the types that can earn rich results.

Access for AI search

Whether robots.txt blocks GPTBot, PerplexityBot and other AI crawlers if you want to be cited in ChatGPT or Perplexity answers, and whether content is available without JavaScript, since most AI crawlers don’t run it.

What you get

• A priority table. Every issue with affected URLs, estimated impact, effort and owner.
• Developer tasks. What’s wrong, how it should work and how to verify the fix.
• A walkthrough of the findings, so it’s clear where to start.
• Two revision rounds. After the fixes I check that everything was implemented correctly.