What technical SEO covers
Technical SEO is everything that affects whether search engines can find, render, understand and index your pages. Great content on a broken foundation won't rank.
Crawlability
Search engines discover pages by following links and reading your XML sitemap. Your robots.txt file tells them where not to go.
- Check robots.txt isn't blocking important sections.
- Submit an XML sitemap listing only indexable, canonical URLs.
- Avoid orphan pages with no internal links pointing at them.
- Keep important pages within three clicks of the homepage.
Indexability
A page can be crawled but still excluded from the index. Common causes are noindex tags, canonical tags pointing elsewhere, duplicate content and soft 404 errors.
Google Search Console's page indexing report shows what's excluded and why.
Site architecture & internal linking
A logical structure — home, categories, sub-categories, detail pages — helps both visitors and crawlers. Internal links pass authority around your site and tell Google which pages matter most.
Redirects and status codes
Use permanent (301) redirects when moving pages, avoid chains of redirects, and fix links that point at 404 pages. Website migrations are the single most common cause of sudden ranking losses.
Canonicals and duplicate content
Where several URLs show the same content (tracking parameters, filters, print versions), a canonical tag tells Google which version to index.
JavaScript SEO
Modern sites built in frameworks may rely on JavaScript to show content. Server-side rendering ensures search engines and AI crawlers see the full page immediately.
Security, mobile and speed
HTTPS is required, the site must work well on mobile (Google indexes the mobile version), and page experience — measured by Core Web Vitals — is a ranking factor.
Making it continuous
Websites change daily. A monitoring system that re-crawls and alerts you is far more effective than an annual audit.