Technical SEO
Solving the infrastructure problems that prevent search engines — and AI systems — from discovering, crawling, rendering, and understanding your site.
Most technical SEO problems are invisible to content teams and marketing leadership. The site looks fine. The content is good. But crawlers are burning budget on redirect chains, JavaScript is hiding content from indexing, Core Web Vitals are failing on the pages that matter most, and AI crawlers are being blocked by a WAF rule nobody remembers setting.
These are engineering problems that require engineering solutions. I identify them, scope the fix, and deliver specifications your development team can execute.
What I solve
Core Web Vitals & Page Performance
INP failures from third-party scripts blocking the main thread. LCP degradation from unoptimized hero images or slow server response. CLS from dynamically injected elements that shift the layout after load. These are measurable, fixable problems — not vague "speed optimization."
I use CrUX field data and lab diagnostics to identify exactly which pages are failing, why, and what the fix costs relative to the ranking impact.
Crawl Efficiency & Indexation
Spider traps from faceted navigation generating millions of crawlable URL permutations. Orphaned pages that exist in the sitemap but have no internal links. Redirect chains that dilute link equity across three or four hops. Canonical conflicts where the declared canonical disagrees with the sitemap, the internal links, and the hreflang.
Crawl budget is finite. The question is whether it's being spent on pages that can rank or wasted on pages that shouldn't exist.
Rendering & JavaScript SEO
Client-side rendering that hides content from Googlebot's initial crawl. Hydration mismatches between server-rendered and client-rendered output. JSON payloads embedded in the DOM that bloat page weight without adding indexable content. React, Next.js, and SPA architectures that need SSR or ISR strategies to be crawlable at all.
The rendering strategy has to match both the content type and the crawl pattern. There is no universal right answer — only the right answer for your stack and your pages.
Structured Data & Schema Markup
Product pages using Article schema. Evergreen content carrying news markup. Category pages with no schema at all. FAQ schema on pages that don't have FAQs. The representation layer is where most "we have great content but can't rank" complaints originate — the content is correctly written but incorrectly labeled.
Structured data tells search engines what the page is, not just what it says. Getting this wrong means competing in the wrong category.
AI Crawler Access & Visibility
ChatGPT, Perplexity, Claude, and Google's AI Overviews all rely on crawlers that behave differently from Googlebot. WAF rules, rate limiters, and robots.txt directives that were written for traditional bots often block AI crawlers entirely — meaning your content never enters the training or retrieval pipeline for AI-generated answers.
I audit your access layer for every major AI crawler and build a policy that balances visibility with control.
Site Migrations & Redesigns
Domain migrations, CMS platform changes, URL restructures, and redesigns are where organic traffic goes to die. Not because migrations are inherently destructive, but because the redirect mapping, canonical strategy, and internal link architecture rarely get the engineering attention they require.
I build the migration spec before your engineering team starts the build — redirect maps, canonical rules, staging validation checklists, and post-launch monitoring criteria.
How I work
I am not an agency and I do not run execution teams. I work directly with your engineering team to identify issues, scope fixes, and validate implementations.
Engineering-ready output. Every recommendation comes with enough technical specificity that your developers can estimate, plan, and execute without a second round of discovery. No vague "improve page speed" — specific elements, specific metrics, specific thresholds.
Prioritized by impact. Not everything needs to be fixed. I sequence work by measurable impact on crawlability, indexation, and ranking signals — not by audit severity scores.
Implementation validation. After your team ships the fix, I verify it works — in staging and in production. A redirect that returns a 302 instead of a 301 or a canonical that points to itself instead of the preferred version are the kinds of details that undo the work.
When to start here
If you already know the problem — your Core Web Vitals are failing, your migration lost traffic, your AI visibility is zero — you don't necessarily need a full diagnostic. You need someone who can solve it.
If you're not sure what the problem is, the diagnostic is the right starting point. It identifies the binding constraint; technical SEO work fixes it.
Technical SEO work can also be part of a fractional engagement if the scope is ongoing rather than project-based.