Area of expertise
Technical SEO
Technical SEO is the groundwork that lets everything else work. If search engines can’t crawl, render and index a site properly, even the best content struggles to be found. This page sets out what that work covers for me and how I go about it.
01Scope
What it covers
The areas I look at when reviewing a website’s technical health.
Crawling
Making sure search engines can reach the pages that matter — robots.txt, XML sitemaps, server responses, redirects and how crawl activity is spent across a site.
Rendering
Checking that content and links are present in the rendered page, especially on JavaScript-heavy sites where what users see and what crawlers process can differ.
Indexing
Controlling which pages should be indexed — canonical tags, meta robots, duplicate and near-duplicate content, parameters and thin pages.
Site architecture
Logical URL structures and internal linking that make important pages easy to find, for people and for search engines.
Structured data
Accurate schema markup that describes what a page is about, validated and kept consistent with the visible content.
Performance
Core Web Vitals and page speed — images, fonts, scripts and server response — treated as both a ranking consideration and a user experience one.
Mobile and accessibility
Pages that work properly on any device, with semantic HTML and accessible navigation that benefit everyone, including search engines.
Migrations and change
Planning redesigns, replatforms and domain changes so that rankings and links carry over, with redirect mapping and post-launch checks.
02Process
How I approach it
A simple, repeatable process — the value is in the judgement applied at each step.
Step 01
Audit
Crawl the site, review search and analytics data and look at how key templates are built and rendered. The aim is to understand the site as a whole, not to produce the longest possible list of issues.
Step 02
Prioritise
Rank findings by likely impact and effort. A handful of well-chosen fixes on the templates that drive most organic traffic usually matters more than dozens of minor warnings.
Step 03
Implement
Write clear, specific recommendations and work with developers and content teams to get them shipped — explaining the why, not just the what.
Step 04
Validate and monitor
Confirm changes are live and behaving as expected, then track crawling, indexing and performance over time so regressions are caught early.
03Examples
Examples of my work
Case studies with technical SEO at their core are collected in the projects section of the homepage.
Optional — add a short example or two of technical problems you’ve worked on, without client names or unverified figures.