Technical SEO is the least glamorous part of this job and usually the one that pays best. Every content plan, every link, every campaign is capped by how efficiently a search engine can crawl, render and understand your site.
What I look at
- Crawl budget and crawl efficiency, from server logs where available
- Indexation: what is indexed, what should be, and what is wasting crawl
- Site architecture and internal link distribution
- JavaScript rendering and what Googlebot actually sees
- Core Web Vitals (LCP, INP, CLS) against field data, not lab scores
- Canonicalisation, redirects and redirect chains
- XML sitemaps and robots.txt logic
- Structured data: correctness, coverage and eligibility
- Faceted navigation and parameter handling
- Pagination and infinite scroll
- Duplicate and near-duplicate content
- hreflang implementation for bilingual sites
- Mobile usability and viewport issues
- Broken internal links and orphaned pages
The problems this usually solves
“We publish constantly and nothing ranks”
Often an indexation or internal linking problem. The pages exist; Google either cannot reach them or does not consider them important enough to keep.
“Most of our catalogue is invisible”
Almost always faceted navigation generating millions of crawlable URL combinations, burning crawl budget on pages nobody will ever search for.
“We dropped after a core update”
Sometimes a content quality signal, often a technical one that was tolerable before and is not now. The diagnosis differs; the fix differs more.
“Our site is a JavaScript app”
Rendering is the question. Whether your critical content and links exist in the initial HTML changes the entire strategy.
How a technical audit runs
Crawl
A full crawl of the site as a search engine sees it, cross-referenced against Search Console coverage data and, where possible, server logs.
Diagnose
Findings ranked by how much they actually cost you, not by tool severity score. A critical-flagged issue affecting 3 pages is not critical.
Specify
Each fix written as a specification a developer can implement without asking follow-up questions.
Verify
After deployment, re-crawl and re-check in Search Console. A fix is not done until it is confirmed live.
What you get
- A prioritised technical audit document
- Developer-ready specifications for each fix
- An indexation and crawl strategy
- Structured data recommendations with validated examples
- Core Web Vitals diagnosis tied to field data
- A re-check after implementation
Frequently asked
How long does a technical audit take?
Between one and three weeks depending on site size and whether server logs are available. Large e-commerce catalogues take longer because crawl and log analysis is where most of the answers are.
Do you need access to our server?
Search Console and Analytics access are essential. Server log access is optional but makes crawl analysis far more accurate. It is the difference between guessing what Googlebot does and knowing.
Can you implement the fixes yourself?
On WordPress, WooCommerce and Shopify, usually yes. On custom applications I write the specification and work with your developers, which is faster than me learning your codebase.
Will a technical audit fix a traffic drop?
It will tell you whether the drop is technical. Roughly half the drops I diagnose turn out not to be, and finding that out quickly is worth as much as a fix. It stops you spending three months on the wrong problem.