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Technical SEO, Fixed in the Codebase

We are developers who do SEO, not the other way round. That means the recommendations arrive as pull requests rather than a PDF your engineering team never schedules. It also means we will not promise you a position, because nobody can.

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The audit was right and nothing changed

The usual failure is not diagnosis, it is delivery. A hundred-page audit lands, engineering estimates it at six weeks they do not have, and eighteen months later the same issues are in the next audit. Findings that arrive as code get merged.

2.5 s
Google's "good" Largest Contentful Paint threshold
200 ms
Google's "good" Interaction to Next Paint threshold
0.1
Google's "good" Cumulative Layout Shift threshold

What we actually look at

Crawl and index reality

What Google can reach, what it chose not to index, and why. Orphan pages, parameter duplication, and the canonical tags that quietly point somewhere unintended.

Rendering strategy

Whether your pages are served statically, on demand, or entirely client-side. This one decision dominates both time to first byte and whether content is reliably indexed.

Core Web Vitals at the source

Not a score, the cause. Which image, which font load, which layout shift, which third-party script. Fixed in the code with the before and after measured.

Structured data that validates

Schema that matches the visible page rather than contradicting it, and does not claim a location or a rating the page cannot support.

International and hreflang

Reciprocal clusters, correct x-default, and per-locale canonicals. We run an eight-locale site ourselves, so this is a problem we have solved on our own codebase.

Internal linking that reflects intent

Which pages have no inbound links at all, and whether the pages you want to rank are actually linked from anywhere that matters.

How a technical SEO engagement runs

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Reply to your brief
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Scope agreed in writing before we start
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Projects delivered remotely

Technical SEO engagements

Audit

On quote
  • Crawl, index and rendering analysis
  • Core Web Vitals traced to causes
  • Structured data and hreflang review
  • Findings ranked by effort against impact
  • Written, with reproduction steps
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Audit and fix

On quote
  • Everything in the audit
  • Fixes delivered as pull requests
  • Before and after measurement
  • Regression guards where it matters
  • Handover notes for your team
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Ongoing

Custom
  • Monitoring after release
  • Search Console review cycle
  • Technical review of new templates
  • Migration support
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The technical findings that actually move something

Technical SEO audits are long because they are easy to make long. In practice a small number of issues account for most of the recoverable impact, and the rest is hygiene worth doing but not worth a project plan. These are the ones we check first, drawn from what we have found on real codebases including our own.

Rendering strategy, the single largest lever

Whether a page is prerendered at build, cached at the edge, or generated fresh on every request changes time to first byte by an order of magnitude, and it is frequently misconfigured without anyone noticing because the site still returns 200. On one of our own projects a single missing framework call meant every page in the application was rendered dynamically on every visit, adding well over a second to first byte for distant visitors. Nothing was broken. Nothing alerted. It only showed up when we read the build output symbol by symbol.

Structured data that contradicts the page

Schema is easy to add and easy to leave wrong. The failure we see most often is a template that emits the same organisation and location markup on every page of a multilingual site, so the English pages tell Google the business serves one small French city. Another is a rating or a location claimed in markup that appears nowhere in the visible content. Markup that disagrees with the page is worse than no markup.

Hreflang clusters that are not reciprocal

For international sites, hreflang is where most of the technical debt sits. The rules are unforgiving: every version must link to every other version including itself, x-default must point somewhere sensible, and the alternate must actually exist rather than 404 or redirect. Sites that translate their slugs need a stable key to group versions, because the URL no longer identifies the cluster. Getting this wrong quietly wastes the entire investment in translation.

Pages nobody links to

Commercial pages regularly ship with no inbound internal links at all, reachable only from the sitemap. It is worth auditing, but temper the expectation: on our own site the most heavily linked page sat far down the results while a page with no internal links at all ranked on the first page. Internal linking is a real signal and it is not the dominant one. Competition usually is.

The measurement that was never connected

Before optimising anything, verify the analytics actually fire. We have found a production site where the conversion tracking had never recorded a single event because a function was declared inside another function and the global it was supposed to define never existed. Every guard checking for it silently did nothing, and the dashboard showed zero conversions, which is indistinguishable from having no customers. Test the sensor before you trust the reading.

No, and anyone who promises that is selling something they cannot control. Ranking depends on your competition, your authority, and what Google decides to reward this quarter, none of which is ours to guarantee. What we can commit to is specific and measurable: the pages become crawlable and indexable, the Core Web Vitals thresholds are met on real user data, the structured data validates, and the hreflang cluster is reciprocal. Those are the parts within our control, and they are what we are accountable for.

Most SEO agencies produce recommendations and hand them to your developers, which is where the process usually stops. We are the developers. Findings arrive as pull requests against your repository, reviewed by your team, with the measurement before and after. If you already have an SEO agency doing keyword and content strategy, we work alongside them on the technical layer rather than replacing them.

For the audit, no. It runs against your public site, plus Search Console access if you are willing to share it, which makes the findings considerably sharper because we can see what Google actually did rather than infer it. For the fix phase we need repository access, scoped to a branch, and we work through reviewed pull requests so nothing lands without your approval.

Yes. The technical layer is largely framework-independent: crawlability, canonicals, structured data, hreflang and Core Web Vitals apply the same way to WordPress, Shopify, Rails or a bespoke stack. Where the framework matters is how a fix is implemented, and we will tell you honestly if a finding is impractical on your platform rather than writing a recommendation that cannot be executed.

Technical fixes show up in two stages. Crawl and index changes appear in Search Console within days to weeks as Google recrawls. Ranking movement, where it happens at all, takes longer and is not attributable to any single change with confidence. We report the parts that are measurable and attributable, and resist claiming the parts that are not. If someone shows you a chart crediting a technical fix for a ranking gain three months later, ask what else changed.

Quoted per site, on request. The variables are size and complexity: the number of distinct page templates, how many locales, whether the site is server-rendered or client-side, and whether there are legacy sections on a different stack. A ten-page brochure site and a fifty-thousand-URL catalogue are not the same job. Send the URL and you get a figure.

What else we build

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You get a written assessment of what is technically holding the site back, ranked by effort against impact. No ranking promises, no retainer pitch.

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