Technical SEO.
Rankings are downstream of what search engines can and cannot access. The three words that have always stuck with me since I got into SEO in the spring of 2007 are Crawl, Index, Display.
These are the 3 basic blocks that Google (or any internet search engine) performs. Getting stuck with crawl or index is where technical SEO comes into play.
Before content, before links, before anything else – a site has to be technically sound. I have been doing this since before most frameworks existed: site architecture, crawl budget management, indexation control, structured data, Core Web Vitals and large-scale international migrations. Including a 23-domain EMEA migration for Sony Consumer Electronics (which took almost 6 months to complete!), but returned no performance surprises beyond the estimated drop the team calculated due to some aspects of the migration's redirect decisions.
What this covers
- Technical Audits End-to-end crawl analysis identifying the issues that are actually costing you rankings – not a 200-point checklist of things that do not matter.
- Site Architecture Information architecture and internal linking strategy designed around how search engines navigate, not just how users do.
- Crawl Budget & Indexation Log file analysis, crawl budget optimisation, and indexation control – particularly valuable for large or complex sites where Googlebot time is finite.
- International SEO Hreflang implementation, domain and subdirectory strategy, and localisation architecture for multi-market sites. Built for sites that need to rank in multiple languages and regions simultaneously.
- Site Migrations Pre- and post-migration technical planning, redirect mapping, and monitoring to protect rankings through platform moves, rebrands and domain consolidations.
- Structured Data Schema.org implementation for rich results and, increasingly, for GEO – how your entities are described in markup matters to both search engines and LLMs. Standards like schemamap are just going to accelerate the need for having your data structured optimally, or get left behind competitors that are.
- Core Web Vitals Diagnosis and remediation of LCP, CLS and INP issues – working directly with development teams to turn the recommendations into shipped fixes. If your site is loading slowly then it is an important problem very much worth solving.
- Regulated Verticals Experience in Gaming, Gambling, Nicotine and Alcohol industries, automotive, travel and financial services and other high-scrutiny industries where evidence-led, defensible technical decisions matter. As does every word of copy and image choice.