Technical SEO is the work that decides whether the rest of your SEO is allowed to count. A page that cannot be crawled cannot rank. A page that loads in five seconds on a phone loses the visit before it is read. A page accidentally telling Google not to index it will sit there earning nothing, indefinitely, while somebody writes more pages beside it.
Up and Running Physical Therapy, Mar 2023 to Mar 2024, from their own Search Console.
None of it is visible from the front of the site, which is why it goes unnoticed for years. It is also finite: unlike content, a technical fix list has an end, and most sites can be cleared of the faults that matter in the first month or two.
The robots.txt decision now has a second half, one line per AI crawler, and the host or the CDN can undo the file. Which OpenAI user agent does what, and what Google says its AI features need, is in the ChatGPT SEO guide.
Pages blocked in robots.txt, pages carrying a noindex nobody meant to leave on, pages canonicalised to something else, pages the crawler never reaches because nothing links to them. Every one of these makes a page worthless no matter how well it is written, and we find them before anything else.
Not a score out of a hundred on a desktop connection. What matters is how long a real phone on a real connection waits before it can read the page, and the usual causes are large images, render-blocking scripts and fonts loaded from somewhere else.
Chains of redirects, links to pages that moved, and old URLs pointing at a 404 all waste crawl budget and lose visitors. They accumulate on every site that has ever been redesigned, and nobody notices because the home page still works.
Schema helps a search engine read the page, and it has to match the page. Markup declaring questions the page does not contain, or a rating nobody gave, risks losing the rich result and can attract a manual action. We only mark up what a reader can see.
Indexing, crawling, on-page, content, speed and links, in the order that finds the expensive faults first. Anything you cannot answer on it is a finding on its own.
The work is the same everywhere; what people search and what the results look like are not. These have their own pages.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
Mostly one-off, which is unusual in this trade and worth saying. The backlog gets cleared in the first month or two and after that it is monitoring, plus whatever a new release breaks.
It helps and it is not required. Some clients give us access, others take a written fix list for their own developers. The list is written to be handed over without us present.
Often it is fine as software and still has SEO faults, because they are different questions. A site can be fast, secure and well built and still be telling Google not to index half of it.
Then we say so rather than charging for work that cannot succeed. If a rebuild is the honest answer, the migration has to be planned so the rebuild does not cost you what you already earn.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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