Technical SEO
Crawlability, indexation, sitemaps, canonical rules and site architecture, so the pages that matter can be reached and the ones that do not stop consuming crawl budget.
Service 04
Search foundations are the technical health that makes a site fit to be crawled, understood, cited and ranked. Everything upstream depends on it: a page nobody can fetch cannot be optimised, and a result nobody can measure cannot be improved.
The situation
Every other pillar depends on a site that machines can crawl, render and interpret, and that people can use without friction. Foundations are where visibility work either compounds or leaks.
Slow templates, unreliable measurement and unclear journeys quietly tax every visit the other pillars earn. This work removes the tax.
Visibility you cannot crawl, measure or convert is visibility wasted.
What this pillar covers
Site Migrations & Redirects
Planning and executing redirect maps, canonical handling and post-launch validation for replatforms, redesigns and domain moves. Also repairing migrations that were done without them.
Structured Data & Schema
Implementing and validating Schema.org markup for organisations, products, articles, locations and FAQs, so search engines can show rich results and AI systems have unambiguous facts to work from.
Site Speed & Front-End Development
Core Web Vitals diagnosis and clean, performant front-end code that makes a site quick, accessible and easy for both humans and machines to read.
AI Crawler Access & llms.txt
Verifying that GPTBot, ClaudeBot, PerplexityBot, OAI-SearchBot and Google-Extended reach the site without being challenged by the CDN or firewall, and publishing an accurate llms.txt that points them at what matters.
Local & International SEO
Google Business Profile optimisation, NAP consistency and local schema for physical and service-area businesses, plus hreflang and market targeting where a site sells across languages or countries.
Analytics, Measurement & Reporting
Search Console and GA4 configuration, conversion and event tracking, and plain-English reporting that shows which signals are working, which content is gaining traction, and where visibility is moving over time.
User Experience & Conversion
Designing site experiences that are intuitive, fast and structured to build confidence, then reducing the friction between arriving and getting in touch so the same traffic produces more enquiries.
How we work
A focused process from evidence to action.
This pillar covers the machine layer: whether a page can be reached, rendered, understood, measured and acted on. The work follows a crawler's route through the site, fixes what breaks along it, then proves the fix held.
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Audit the crawl path
We follow the route a machine takes: reach, render, index, understand, measure. That covers crawlability, sitemaps, canonicals, redirects, structured data, page speed and whether AI crawlers are being challenged before they ever see the content.
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Prioritise by what caps everything upstream
Findings are ordered by how much they limit the other pillars. A sitemap that will not fetch or a firewall blocking GPTBot outranks a slow image, because nothing downstream works until they are cleared.
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Implement and verify
Fixes are shipped, then checked against acceptance tests: pages fetch as expected, schema validates, Core Web Vitals move in field data, and analytics record the actions that matter. Verification is evidence, not an assurance that the work was done.
In practice
The path a machine walks.
The audit follows the same route a crawler does: reach the page, render it, understand it, then prove what happened next. Anything that breaks along that path caps everything upstream.
- Crawl Reachable
- Render Complete
- Index Selected
- Schema Understood
- Measure Proven
One broken stage caps everything upstream of it.
What you receive
Useful outputs your team can put to work.
The output is a working foundation with clear ownership, not a long technical document left between teams.
Technical SEO plan
Priorities across crawlability, indexation, sitemaps, canonical rules and site architecture, with the crawl waste identified and costed.
Migration and redirect map
Planned URL changes, redirect rules and post-launch validation for replatforms and redesigns, or the repair plan where a migration already went ahead without them.
Structured data implementation
Validated Schema.org markup for the organisation, its pages, products, locations and FAQs, tested against Rich Results.
Performance and front-end work
Core Web Vitals diagnosis plus clean, accessible implementation across the templates and components the plan requires.
AI crawler access review
Verification that GPTBot, ClaudeBot, PerplexityBot and Google-Extended can fetch the site, with CDN or firewall rules corrected and an accurate llms.txt published.
Local and international setup
Google Business Profile, NAP consistency and local schema where the business trades in a place, plus hreflang and market targeting where it trades in several.
Measurement and reporting setup
Search Console and GA4 configuration, reliable events, conversion definitions and plain-English reporting tied to meaningful customer actions.
Expected outcomes
A foundation does not create demand by itself. It prevents valuable visibility from being weakened by poor access, unreliable data, unclear journeys or slow implementation.
- The site can actually be reached Important pages are crawled, rendered and indexed by both search engines and AI crawlers, and crawl budget stops draining into redirects and dead URLs.
- Machines read it the way you meant Structured data, canonical rules and clean architecture leave less to be inferred about what each page is and which version counts.
- Results you can count Reliable analytics connect visibility and experience changes to meaningful actions rather than incomplete traffic totals.
Fit
Who this work suits.
- Visibility work keeps stalling on technical or measurement problems.
- You cannot say with confidence which pages convert, or why.
- The site is slow, hard to change or hard for machines to read.
How engagements run
- 2 days Reply within two UK working days. No black hole.
- UK-based London hours. Calls in UK time. Real humans.
- No pitch The discovery call is genuinely diagnostic. Walk away anytime.
Supporting insight
Understand the thinking behind the work.
These guides explain the strategy, evidence and decisions behind this service, with practical detail for teams assessing what to do next.
Service questions
Questions before we begin.
Give every visibility channel a stronger foundation.
A diagnostic conversation, not a pitch. We reply within two UK working days.