The Problem With Technical SEO
Run any crawler and you'll get hundreds of "issues." Missing alt tags. Pages without meta descriptions. Non-canonical URLs in the sitemap. HTTP links on HTTPS pages. It looks scary. Agencies use these reports to justify their retainers.
Here's the truth: 90% of these issues have no impact on rankings. Google doesn't care about your alt tags unless you're trying to rank in image search. Meta descriptions don't affect rankings at all. Most canonicalization "issues" are fine.
But 10% of technical issues can absolutely destroy your visibility. Pages not getting indexed. Crawl traps wasting Google's budget. JavaScript rendering failures hiding your content. Redirect chains killing link equity. These matter.
My job is separating signal from noise.
What Doesn't Matter (Much)
- Missing alt text on decorative images
- Pages without meta descriptions
- Minor Core Web Vitals issues (yellow, not red)
- URL parameters in sitemaps
- Mixed case URLs
- Multiple H1 tags (usually fine)
- Outbound link "issues"
- Most things tools flag as "warnings"
What Actually Matters
- Indexation - Are your important pages in Google's index? Surprisingly often, no.
- Crawl Efficiency - Is Google spending its budget on your important pages or getting lost in infinite parameter combinations?
- JavaScript Rendering - If your content loads via JavaScript, is Google actually seeing it?
- Site Architecture - Can Google find your important pages, and how much PageRank are they receiving?
- Redirect Chains - Long redirect chains leak equity. Clean redirects preserve it.
- Canonicalization - When you have multiple URLs for the same content, does Google know which one to rank?
- Page Speed - Extreme slowness can hurt, but marginal improvements rarely matter.
- Mobile Usability - Genuinely broken mobile experience hurts. Most "mobile issues" don't.
How I Approach Technical SEO
Start With Google's Data
Search Console tells you what Google actually sees. Index coverage reports, crawl stats, Core Web Vitals data from real users. This is ground truth. Crawler tools show you what you have. Search Console shows you what Google thinks you have. The delta is where problems hide.
Focus on Revenue Pages
Not all pages matter equally. A technical issue on your homepage matters more than one on a random blog post from 2019. I prioritize based on business impact, not tool severity scores.
Fix Root Causes
If you have 1,000 pages with duplicate meta descriptions, the fix isn't writing 1,000 unique descriptions. The fix is understanding why your CMS is generating duplicates and fixing the template. I address systemic issues, not individual symptoms.
Validate With Data
After fixes, I verify that indexation improved, crawl patterns changed, or rankings moved. Technical SEO without measurement is guesswork.
Common Technical Projects
Site Migration Support. Moving to a new domain, changing URL structure, or replatforming. These are high-risk moments where technical mistakes can destroy years of SEO work. I help plan and verify migrations.
JavaScript SEO. React, Vue, Angular, and other JS frameworks create SEO challenges. I help ensure content is rendered and indexed properly, whether through server-side rendering, dynamic rendering, or other approaches.
International SEO Technical Setup. Hreflang implementation, subdomain vs. subdirectory decisions, and geo-targeting configuration.
Large Site Crawl Optimization. Sites with hundreds of thousands of pages need careful crawl budget management. Faceted navigation, pagination, and parameter handling that doesn't waste Google's attention.
What You Get
Technical SEO work results in specific, actionable recommendations. Not "fix your technical SEO" but "implement this robots.txt rule, add this canonical tag pattern, and fix this JavaScript loading issue."
I write tickets that developers can implement. I review implementations to verify they're correct. I measure outcomes to confirm improvements.
Pricing
Technical SEO is typically delivered through the $499 audit for initial assessment, then addressed through ongoing monthly management or project-based work.
Specific technical projects (migrations, JavaScript SEO implementations, international setup) are scoped individually based on complexity.