Technical SEO helps search engines access, understand and consistently index a website. It does not replace useful content, but weak foundations can prevent strong content from performing.
Each important page should have one stable, descriptive URL and a self-referencing canonical. Internal links should point to that canonical URL. Parameter and duplicate versions should be controlled through routing, redirects or canonicalisation based on the actual use case.
Robots.txt should block private or low-value system areas—not important pages that need to be indexed. An XML sitemap should list canonical, indexable URLs and be submitted in Search Console.
Structured data should describe content that users can actually see. Organisation, website, breadcrumb, service and article markup are useful when the page supports the properties being declared. Avoid adding reviews, ratings or claims that are not visible and genuine.
Performance work should focus on real-user experience: optimised images, stable layouts, limited JavaScript, efficient server delivery and responsive mobile design. Pair technical work with clear service pages, helpful supporting content and strong internal links.
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