The Complete Technical SEO Guide
Technical SEO is invisible when it is right plus expensive when it is wrong. These eleven guides cover the whole subject properly, rather than as a hundred one-paragraph definitions of terms you were only trying to look up once.
Technical SEO is everything that decides whether your content ever gets a fair hearing. A page can be the best answer on the internet plus earn nothing, because a file in the root of the site is quietly blocking it. Perhaps a tag is pointing search engines at a different page. Perhaps the server takes four seconds to respond. None of it is visible to a visitor. All of it is checkable, most of it is fixable in an afternoon plus almost nobody looks until something has already gone wrong.
What Is Crawling in SEO and How Does It Work?
Everything else on this page is irrelevant if a search engine cannot reach your pages or decides not to keep them. This covers crawling and indexing, the difference between them, what Googlebot actually does, crawl errors, crawl traps, crawl budget, how to check whether your site can be crawled at all plus which pages ought to be kept out on purpose. Eight subjects, one guide, because they only make sense together.
Controlling What Gets Crawled
One file tells search engines where not to go. The other tells them what exists and is worth having. Between them they do more damage and more good than anything else in this guide, plus both are small text files that most site owners have never opened.
How The Site Is Built
Three foundations that are cheap to get right at the start plus painful to change later. URL structure in particular is decided in an afternoon by whoever builds the site, then constrains everything for as long as it exists.
When Pages Go Wrong
Pages break in two directions. Either the server returns the wrong answer about whether a page exists, else the site presents several versions of the same page plus fails to say which is the real one.
Both are extremely common, both are invisible to visitors plus both waste the crawling effort your site actually gets.
Devices And Languages
One of these applies to every site in the country. The other applies to very few, plus when it does apply it is the hardest thing in this guide to get right.
Checking All Of It
Everything above is a subject. This is the process that catches all of them at once, on a schedule, before any of it becomes the reason a site stopped performing.
We Run This Every Quarter. Then We Fix It.
Every client gets a full technical audit four times a year covering everything on this page, plus the important part: we do the fixing. An agency that emails you a list of crawl errors has not done the work, it has described it. Technical SEO is invisible when it is right, so the only way to know it is being handled is that somebody keeps checking.
What every audit covers:
One clear retainer. No setup fee. Four full audits a year.
