What technical SEO covers
- Crawling: robots.txt, XML sitemaps, internal links and crawl errors.
- Indexing: canonical tags, noindex rules, duplicate content and status codes.
- Rendering: making sure content loaded with JavaScript is visible to search engines.
- Site structure: clear URLs, navigation, breadcrumbs and a logical hierarchy.
- Speed and Core Web Vitals: fast loading and a stable, responsive page.
- Mobile: a site that works well on phones, since Google indexes the mobile version.
- Security: HTTPS across the whole site.
- Structured data: schema markup that helps search engines understand the content.
- International sites: hreflang tags for language and country versions.
How to find technical problems
Start with the Pages, Core Web Vitals and Crawl Stats reports in Google Search Console, then crawl the site with a tool such as Screaming Frog or Sitebulb. Fix whatever stops important pages from being indexed first.
Technical SEO priorities
Not every issue is equal. A useful order is:
- Can pages be found and indexed? Fix noindex tags, robots.txt blocks, server errors and missing sitemaps first.
- Do pages load properly? Check rendering, redirects, broken links and HTTPS.
- Is the experience good? Improve speed, Core Web Vitals and mobile layout.
- Is the structure clear? Clean URLs, internal links, breadcrumbs and canonical tags.
- Is extra markup right? Structured data and hreflang that match the visible page.
Core Web Vitals in brief
Core Web Vitals measure loading (Largest Contentful Paint, good at 2.5 seconds or less), responsiveness (Interaction to Next Paint, good at 200 milliseconds or less) and visual stability (Cumulative Layout Shift, good at 0.1 or less). See page speed.
Common technical SEO problems
- Important pages marked noindex or blocked by mistake.
- Redirect chains and loops after a migration. See redirects.
- Duplicate URLs without a canonical tag. See canonical URL.
- Pages that depend on JavaScript to show their main content.
- Slow servers and oversized images.
- Sitemaps that list redirected or error pages. See XML sitemap.
Technical SEO tools
- Free: Google Search Console, PageSpeed Insights, the Rich Results Test and a browser’s developer tools.
- Crawlers: Screaming Frog (free up to 500 URLs) and site audits in Semrush or Ahrefs.
Technical SEO FAQs
Do I need a developer for technical SEO?
For simple fixes such as sitemaps and redirects, a CMS or plugin may be enough. Rendering, speed and migration issues often need a developer.
How often should I run a technical audit?
Once or twice a year, after any redesign or migration, and whenever Search Console reports new errors. Our guide to the SEO site checkup gives a checklist.