Technical SEO basics: the fixes buyers never see

Technical SEO sounds like a specialist’s playground, but the basics come down to five questions - and a site that answers them removes the ceiling on everything else you do. Here they are, in plain language.

Can Google find and read your pages?

If a page is not indexed, it does not exist. Check Search Console’s pages report: anything “discovered but not indexed” or “crawled but not indexed” is a page Google saw but chose to ignore - usually because it is thin, slow or duplicated. Fix the pages, submit the sitemap, and make sure nothing important is accidentally blocked. Our builds generate split sitemaps automatically, so nothing is ever orphaned from Google’s view.

How fast does it load where it matters?

Not on your office broadband - on a mid-range phone over mobile data, which is where your buyers live. Compress images before upload, cache aggressively, delete plugins and scripts nobody uses. Every second of load time measurably sheds buyers; speed is not a ranking nicety, it is a revenue setting.

Do dead ends leak trust?

Every broken link and every redirect chain is a small tax on crawling and on trust. 404s get fixed or redirected once, properly. Old URLs from a redesign get 301-mapped to their new homes - a redesign without a redirect map is how sites lose years of rankings in a week. We have rescued sites that lost half their traffic to exactly this; the migration service exists because the fix is cheap before, not after.

Is the site secure and honest?

HTTPS everywhere, no mixed-content warnings. And one canonical version of every page - one URL per content, with the rest redirecting. Duplicate versions of pages split your own signals against yourself.

Is the structure crawlable?

Clean URLs, real headings, a sitemap that updates when pages are added, and internal links so Google can reach every page from every other without a maze.

None of this is glamorous, all of it compounds - and it ships standard in everything we build. Want to know what your current site fails? The site teardown answers that in writing, no charge.