Technical SEO
In short
Technical SEO fine-tunes your website’s speed, structure and indexing so Google and AI search tools can find it, read it and show it correctly in their results.
Technical SEO is the part of search engine optimisation that deals with how your website works: speed, structure, code and indexing. Its job is to make sure Google, Bing and AI-powered search tools can crawl your pages, understand them and show them in results without obstacles.
It is the right service for companies, professionals and online shops that already have a website but are not seeing organic traffic grow, or that are about to rebuild or move it. Without solid technical foundations even the best content stays invisible: technical SEO removes these blocks before you invest in copy and campaigns.
When you need technical SEO
- Your site is slow, especially on smartphones, and visitors leave before the page loads.
- Google Search Console shows pages “crawled but not indexed” or errors you cannot make sense of.
- You publish new content, but it reaches Google late or not at all.
- You run a multilingual site and Google shows the wrong version to users in other countries.
- You have many near-identical pages (filters, product variants, URL parameters) competing with each other.
- You are about to change platform, domain or URL structure and do not want to lose traffic built up over the years.
What technical SEO includes
- Core Web Vitals and speed: Core Web Vitals are the metrics Google uses to measure real user experience. There are currently three: LCP (how quickly the main content appears), INP (how quickly the page responds to clicks) and CLS (how much the layout shifts while loading). We work on images, fonts, scripts, caching and servers.
- Crawling and indexing: we make sure important pages are reachable and indexable, and that unimportant ones do not waste search engines’ attention. We check robots.txt, noindex tags, status codes, redirects and broken links.
- XML sitemaps: a sitemap is a file listing the pages you want search engines to know about. We generate it automatically, keep it up to date and submit it to Google Search Console and Bing Webmaster Tools.
- Structured data: this is information added to your code, in Schema.org format, that explicitly describes what a page contains: organisation, product, article, FAQs, breadcrumbs. It helps search engines and AI tools interpret content and can make a page eligible for richer results, although Google does not guarantee they will be shown.
- Canonicals and duplicate content: the canonical tag tells search engines which version of a page is the main one when several similar copies exist. We use it, together with redirects and parameter rules, to concentrate value on a single URL.
- Hreflang for multilingual sites: the hreflang attribute tells Google which language or regional version to show each user. We set it up consistently across all translated pages, an area where mistakes are very common.
- Architecture and internal links: we organise menus, URLs and internal links so your most important pages are a few clicks from the home page and easy for people and search engines to understand.
- SEO migrations: when you change domain, platform or URLs we prepare a page-by-page redirect map, test everything before the switch and monitor Search Console in the weeks that follow.
How we work
- Technical audit: we crawl the site with professional tools, analyse your Search Console data and measure real-world and lab Core Web Vitals.
- Prioritised report: you receive a list of issues in plain language, ranked by impact and effort, with timings and costs for each phase.
- Fixes: we work directly on the code, CMS or server. If someone else manages your site, we prepare precise instructions for their team.
- Verification: we ask Google to recrawl the fixed pages and check that the changes take effect.
- Monitoring: if you wish, we keep an eye on the site over time, because updates, plugins and new content can introduce new problems.
Tools we use
We use widely adopted, verifiable tools: Google Search Console, Bing Webmaster Tools, PageSpeed Insights and Lighthouse for performance, Screaming Frog or similar crawlers, and Google’s Rich Results Test and the Schema.org validator for structured data. We work on WordPress, PrestaShop, other popular CMSs and on custom-built websites and applications.
Technical SEO timing and costs: what they depend on
The cost mainly depends on three factors: how many pages your site has, what technology it is built on and how much we can work directly on the code. An audit of a company website with a few dozen pages usually takes a few days; an online shop with thousands of products or a complex migration needs more time and more checks. After the audit you receive a quote split into phases, so you can start with the most urgent work.
Bear in mind that search engines need time to recrawl pages: some improvements show within a few weeks, others take months.
Why choose PragaWeb for technical SEO
- We are a software house: we can fix problems in the code, not just report them.
- Speed and accessibility as standard: our websites are lightweight, accessible to WCAG 2.1 AA and use self-hosted fonts, with no profiling cookies.
- One point of contact: you speak to the person actually working on your site, with no go-betweens.
- The bigger picture: technical SEO is the foundation for visibility in AI-generated answers and works best when your site has ongoing maintenance and support. If you run several languages, take a look at our multilingual websites too.
Want to know what is slowing your site down or why some pages are missing from Google? Request a technical SEO audit and we will show you where to start.