Technical SEO
Technical SEO that lets everything else you do actually count.
Content and links cannot rescue a site Google struggles to crawl, render or trust. We fix the foundations: crawling and indexation, site speed, structured data and site architecture, with eCommerce platforms and their particular ways of breaking a speciality.
Found
Google has to discover and crawl the pages that matter, not burn its crawl budget on filtered duplicates and parameter URLs. We control what gets crawled and what gets indexed.
Fast
Core Web Vitals measured on real user data, not just lab scores, then fixed at the cause: render blocking assets, layout shift, oversized images and slow server responses.
Understood
Structured data that validates and earns rich results, canonical signals that agree with each other, and internal links that tell Google which pages you actually care about.
Why it matters
Most technical SEO problems live on eCommerce sites.
A ten page brochure site rarely has a technical SEO problem worth paying to fix. A store does, almost by default. Faceted navigation mints thousands of near duplicate URLs. Shopify creates a duplicate product URL for every collection a product sits in. Out of stock pages come and go. Pagination, variants, search pages and tag archives all compete to waste crawl budget on pages that will never rank.
That is why our technical SEO work leans eCommerce: it is where the leverage is. The same audit that finds ten issues on a brochure site finds a hundred on a store, and fixing them lifts every product and collection page at once.
The other moment technical SEO earns its keep is a replatform. Most ranking losses in a migration are technical: redirects that miss, canonicals that point at the old domain, staging sites left open to crawlers, structured data that vanished with the old theme. Our Shopify migration work is technical SEO under another name, which is why the two teams are the same people.
And when the foundations are sound, the rest compounds: the content work in eCommerce SEO and Shopify SEO ranks faster because Google can find, render and trust it.
Technical SEO Services
What we fix
Technical audits
A full crawl and log informed review that ends in a prioritised fix list with the commercial impact of each item, not a hundred page PDF nobody actions.
Crawl and indexation control
Robots rules, canonicals, sitemaps and parameter handling that put Google’s attention on the pages that earn money and off the ones that never will.
Core Web Vitals and speed
Field data first, then fixes at the cause: scripts, images, fonts, layout shift and server response, on WordPress, WooCommerce and Shopify themes alike.
Structured data
Product, review, FAQ and organisation markup that validates cleanly and earns the rich results your competitors’ listings are already wearing.
Migration and redirect protection
Redirect mapping, canonical checks and pre and post launch crawls so a replatform keeps the rankings it took years to earn.
Architecture and internal linking
Category structures and internal links planned so authority flows to the pages that convert, rather than pooling on the homepage.
Fit
Who needs this, and who just needs an audit.
Worth ongoing work if you have
- A store with a real catalogue. Hundreds of products and collections mean crawl budget, duplication and speed problems that regenerate as the catalogue changes.
- A replatform behind or ahead of you. Before, to protect what ranks. After, to find what the move quietly broke.
- Pages indexed that should not be, or pages missing that should. Indexation drift is the classic silent revenue leak, and it never fixes itself.
An audit is enough if
- Your site is small and stable. A one off audit with a fix list your developer can action is honest value. A monthly technical retainer on a ten page site is not, and we will say so.
- The real problem is content or authority. Technical SEO removes handbrakes. It does not build the engine. If your foundations are already sound, we will point you at the work that actually moves you.
Stores can start with the free Shopify store audit, which checks a slice of this automatically, or the wider SEO service if technical is only part of the question.
How it works
Our Process for Technical SEO
Technical SEO FAQs
The questions we are asked most about technical SEO, answered the way we would answer them on a call.
Technical SEO is the work that makes a site easy for search engines to crawl, render, index and trust: site speed, crawl control, canonical signals, structured data, redirects and architecture. It is the foundation the visible SEO work stands on.
On page SEO is about what a page says: titles, content, headings and internal links. Technical SEO is about whether search engines can reach, load and interpret that page at all. Both matter, and technical problems silently cap the return on the content work.
They are a confirmed ranking signal, but a modest one, and chasing a perfect lab score is usually wasted effort. The bigger commercial effect is on conversion: slow stores sell less. We fix vitals against real user data and stop when the returns stop.
Because stores generate technical problems by design: faceted navigation and filters mint near duplicate URLs, Shopify duplicates product URLs across collections, stock changes create and remove pages daily, and large catalogues stretch crawl budget. Fixing the pattern lifts every product and collection page at once.
Yes, and after it too. Most migration ranking losses are technical: missed redirects, wrong canonicals, open staging sites, vanished structured data. We crawl before launch to map what must survive and after launch to catch what broke. It is the cheapest insurance a replatform can buy.
Indexation fixes can show inside weeks as Google recrawls. Speed and architecture changes compound over one to three months. Anyone promising a ranking jump the week after a technical fix is guessing; what the work reliably does is remove the ceiling on everything else.
Jake Boase and Matthew Jones, the co-founders, scope and run every account, with the work done by our own team in West Sussex. Because we build sites as well as market them, technical fixes are implemented rather than left as recommendations.