Technical SEO is the part of search most teams can't see, and the part many SEO reports stop short of fixing. When it breaks, strong content sits unindexed, product pages compete with their own duplicates and one slow template drags down every page built on it. We find those problems, rank them by business impact and fix them in your stack.
What does a technical SEO agency fix?
A technical SEO agency fixes the infrastructure problems that stop search engines from crawling, rendering, indexing and understanding your pages. That includes crawl waste, indexing gaps, slow Core Web Vitals, JavaScript that hides content, broken structured data, weak site architecture and robots rules that block AI crawlers. The best ones ship fixes, not slide decks.
Crawling and indexing
robots.txt, XML sitemaps, canonicals, noindex rules, redirects, soft 404s and parameter URLs, reconciled against Search Console's Page indexing report.
Core Web Vitals
LCP, INP and CLS diagnosed from real-user field data, then fixed at the template level so every page built on that template improves.
JavaScript rendering
Server-side rendering, static generation or hydration fixes, so content and links exist in the HTML that Googlebot and AI crawlers receive.
Structured data
JSON-LD for Organization, Product, Service, Article, LocalBusiness and BreadcrumbList, validated and matched to what's visible on the page.
Site architecture
Click depth, internal linking, faceted navigation, pagination and URL structure, designed so authority flows to the pages that make money.
Logs and AI crawlers
Server log analysis showing what Googlebot, Bingbot and AI crawlers actually request, plus deliberate allow and block rules for each bot.
Every finding is tied to a page type and a business outcome. A canonical error on a dozen old blog posts is a footnote. The same error on 3,000 product pages is the project.
Why aren't your important pages indexed?
Important pages usually go unindexed for one of four reasons: Google can't reach them, it's told not to index them, it sees them as duplicates of another URL, or it doesn't think they're worth indexing yet. Search Console's Page indexing report gives a reason for each excluded URL, which is where every indexing investigation starts.
We pair that report with a full crawl of your site and compare three lists: URLs in your sitemaps, URLs a crawler can reach through internal links, and URLs Google has indexed. The gaps between them are where problems hide, such as orphaned service pages, staging URLs that leaked into the index, or thousands of filter combinations soaking up crawl attention.
Crawl budget, for what it's worth, is rarely the real issue on small and mid-sized sites. Google's own crawl budget guidance is written for very large or fast-changing sites. For most businesses, indexing gaps come down to duplication, thin templates or weak internal linking, and all of those are fixable.
Our technical SEO checklist lists the checks we run. You can test your own robots.txt with the free robots.txt checker, and if your CMS produces a messy sitemap, the XML sitemap generator builds a clean one from a list of URLs.
How do you improve Core Web Vitals?
You improve Core Web Vitals by fixing what slows real visitors down: a heavy hero image or slow server for LCP, long JavaScript tasks for INP, and late-loading ads, fonts or embeds for CLS. The key is fixing templates rather than individual pages, then confirming the change in field data, not just a lab score.
| Metric | What it measures | Google's "good" threshold | Fixes we commonly ship |
|---|---|---|---|
| Largest Contentful Paint (LCP) | How fast the main content loads | 2.5 seconds or less | Faster server response, a preloaded and compressed hero image, less render-blocking CSS and JavaScript |
| Interaction to Next Paint (INP) | How quickly the page responds to clicks, taps and key presses | 200 milliseconds or less | Breaking up long tasks, deferring third-party scripts, trimming tag managers and heavy components |
| Cumulative Layout Shift (CLS) | How much the layout moves while loading | 0.1 or less | Reserved space for images, ads and embeds, stable font loading, no content injected above what's already shown |
Google assesses each metric at the 75th percentile of real page loads, and INP replaced First Input Delay as a Core Web Vital in March 2024, according to Google's Core Web Vitals documentation. Lab tools like Lighthouse are useful for debugging, but the field data in Search Console is what counts.
Can Google and AI crawlers see your JavaScript content?
Google usually can, eventually. Googlebot renders pages with an up-to-date version of Chromium, but rendering can lag behind crawling, and errors can leave content or links invisible. Many AI crawlers don't run JavaScript at all, so content that only appears after client-side rendering may never reach ChatGPT, Perplexity or Claude.
We test this directly. We compare the raw HTML response with the rendered DOM for every key template, check the output of Search Console's URL Inspection tool, and fetch pages the way AI crawlers do. When content is missing from the raw HTML, the fix is usually server-side rendering or static generation for the affected routes, which frameworks such as Next.js and Nuxt support. This is where technical SEO and AI SEO overlap most.
We avoid dynamic rendering, serving bots a different version than users, as a long-term fix. Google's JavaScript SEO documentation now describes it as a workaround rather than a recommended solution. Links also need to be real <a href> elements, because Google says it can only reliably follow links built that way.
How do schema and site architecture help rankings?
Structured data helps search engines understand what a page is about and makes it eligible for rich results, while site architecture tells them which pages matter most. Neither is a ranking shortcut. Both remove ambiguity, so the right page ranks for the right query and important pages get crawled and refreshed more often.
For schema, we implement JSON-LD, the format Google recommends, generated from your CMS data so it stays accurate as content changes. We focus on types that still earn rich results or clarify entities, like Product, Organization, LocalBusiness, Article and BreadcrumbList, and we remove stale markup. Google limited FAQ rich results to well-known government and health sites in 2023, so FAQ schema is no longer a quick win for most businesses.
For architecture, we map click depth and internal links from a crawl, then restructure navigation, hub pages and contextual links so revenue pages sit within a few clicks of the homepage. On ecommerce and listings sites, we set rules for faceted navigation so filter combinations don't create thousands of near-duplicate URLs. Our schema markup guide covers the markup side in detail.
What do server log files reveal that crawl tools don't?
Server logs show what search engines and AI bots actually request, not what a crawl tool assumes they'll find. They reveal which sections Googlebot visits most and least, how much crawling is wasted on redirects, errors and parameter URLs, and which AI crawlers are hitting your site and how often.
We verify bot traffic before trusting it, because anyone can fake a user-agent string. Google documents a reverse DNS check and publishes its crawler IP ranges, and OpenAI publishes IP ranges for its bots too. Verified logs then tell us whether a new section is being discovered, whether old URLs still soak up crawl activity after a migration, and whether your rules for GPTBot, OAI-SearchBot or PerplexityBot are doing what you intended.
Log analysis matters most for large sites, ecommerce catalogs and anything recently migrated. For a 40-page service business, Search Console's Crawl Stats report usually tells us enough. Either way, the free AI agent readiness check is a quick first look at how your pages appear to AI crawlers.
How does our technical SEO engagement work?
Our technical SEO engagements run in four stages: a full crawl and data review, a prioritized fix list, implementation in your code or CMS, and verification once Google has recrawled. We work directly with your developers or make the changes ourselves, and nothing is marked done until we've confirmed it in Search Console or the live HTML.
- Audit. In weeks one and two: a full crawl, Search Console and analytics review, Core Web Vitals field data, rendering tests, a log sample where available, and an AI crawler access check.
- Prioritize. Every issue is scored on impact, effort and risk, then grouped into developer-ready tickets with the exact change, the affected URLs and acceptance criteria.
- Ship. We implement in your CMS, open pull requests against your repository where you give us access, or pair with your developers, testing on staging before anything goes live.
- Verify. We recrawl, check the live HTML and watch Search Console until Google has picked up the change, then move on to the next batch.
Planning a replatform or redesign? Bring us in before launch. Our SEO migration services exist because migration traffic losses are far cheaper to prevent than to repair. If you need a one-time diagnosis rather than ongoing work, start with an SEO audit. And if your site runs on WordPress, our WordPress SEO services cover the platform-specific issues.