Technical SEO & Content
Technical SEO for sites wherethe technical bit is the problem.
Migrations, JavaScript rendering, crawl budget and site architecture — the parts most SEO suppliers quietly avoid because they need a developer. I do both halves, which is why I have moved 2,000-page sites without dropping organic traffic.
Pages migrated
2,000+
No noticeable drop in organic traffic
Pre-migration checklist
previewThe situations people usually call me about.
Technical SEO problems tend to arrive suddenly and expensively.
Rankings dropped after a replatform
The new site looks better and traffic halved. Usually a redirect map built from a sitemap rather than a crawl, canonical tags pointing at the old structure, or several thousand pages nobody realised existed.
Google cannot see your content
React, Angular or Vue rendering everything client side. The page looks perfect to you and arrives at the crawler as an empty shell. I have fixed exactly this on an Angular single-page application.
Thousands of pages, no structure
Large e-commerce and listing sites where crawl budget is wasted on faceted navigation and parameter URLs, the important pages are five clicks deep, and internal linking happened by accident.
Content published, nothing happened
Often not a content quality problem. The pages are orphaned, competing with each other for the same term, or sitting on a site that has no topical structure for Google to understand them within.
What the work actually involves.
Migrations without the traffic drop
I handled a full 2,000-plus page migration including redirects and DNS with no noticeable drop in organic traffic. That outcome is not luck, it is a redirect map built from a real crawl plus log files, and a checklist that gets worked through before anyone points the domain anywhere.
- Redirect mapping from a full crawl, not just the sitemap
- Pre-launch staging audit and rendered-HTML verification
- DNS, canonical and hreflang handling through the cutover
- Post-launch monitoring with analytics continuity preserved
Migration checklist
Traffic lost
None
Noticeable drop after cutover
JavaScript sites Google can actually read
Client-side rendering is where most technical audits stop and hand you a note saying ‘consider SSR’. Having resolved rendering issues on an Angular SPA, and writing JavaScript day to day, I can tell you what is actually being rendered, what it is costing you, and which fix is proportionate.
- Rendered versus source HTML comparison across templates
- Diagnosis of hydration, routing and lazy-loading issues
- Pragmatic recommendations: prerender, SSR, or leave it alone
- Briefs your developers can actually implement, written by someone who codes
Crawl diagnostics
previewStructure before content
Publishing into a site with no architecture is how content budgets disappear. I build topical structure first — pillar and cluster taxonomies, internal linking that encodes hierarchy, and a content plan mapped to search intent rather than a list of keywords with volume next to them.
- Site structure and taxonomy design across content pillars
- Internal linking architecture defined as a system, not per-post
- Keyword research grouped by intent and mapped to page types
- Content briefs, reviews and audits, including what to delete
Content audit outcome
Site sizes audited
Multi
National e-commerce platforms
Everything that is on the table.
Technical and content. Most projects start with an audit or a migration.
- Full technical SEO audit with prioritised actions
- Crawl and index coverage analysis
- Log file analysis and crawl budget review
- Site migration planning and redirect mapping
- Replatform and domain change support
- JavaScript rendering and SPA diagnostics
- Core Web Vitals and performance work
- Structured data and schema generation
- Internal linking architecture
- Site structure and taxonomy design
- Keyword research and intent mapping
- Content planning and writer briefs
- Content audits, consolidation and pruning
- On-page optimisation at template level
- International and hreflang setup
- Search Console and analytics reporting for SEO
Tools are whatever suits the job — Screaming Frog, SEMrush, Search Console, Majestic, BigQuery for log analysis. The tool matters far less than knowing what to look for.
Technical SEO across nine years.
Agency side auditing multinational e-commerce, in-house owning migrations end to end.
2,000+
Page site migrated including redirects and DNS, with no noticeable drop in organic traffic through the cutover
SPA
Angular single-page application diagnosed and resolved for client-side rendering and indexability issues
9 yrs
Technical and content SEO across agency and in-house, including multinational e-commerce audits
Full
Stack capability — I write the fixes as well as the audit, in Laravel, Statamic, Shopify and vanilla JavaScript
Client names withheld under agency and contract terms. Happy to talk specifics on a call.
How an SEO project runs.
Diagnose, then fix the things that are actually holding the site back.
Audit
Two to three weeks. Crawl, log files, rendering, index coverage, structure and content, written up with each issue ranked by likely traffic impact and effort to fix.
Prioritise
A short session agreeing what gets done, in what order, by whom. Most audits fail because nobody decides who is implementing them.
Implement
I either write the fixes myself or brief your developers in language they can build from. Template-level changes first, because they scale across the whole site.
Measure and iterate
Search Console and analytics reporting against the specific pages and templates changed, so you can see what the work did rather than guessing.
Whether SEO is the right investment now.
SEO is slow, and for some businesses paid search is the better first move. I will say so.
This is a good fit if
- You have an existing site with some authority and traffic to build on
- You are planning a migration or replatform and want to not lose everything
- Your site is large, technical or JavaScript-heavy and generic SEO advice has not worked
- You can wait three to six months for compounding results rather than needing leads this week
- You have someone who can implement, or you want me to implement it
Call someone else if
- You need enquiries within the next month — run paid search first
- You are in a market where the search volume genuinely is not there
- You want guaranteed rankings for specific terms, which nobody can honestly offer
- Nobody on your side can approve or implement technical changes to the site
- You want volume content published cheaply and quickly rather than structure fixed
SEOquestions.
Something not covered? Ask me directly — you will get a straight answer, not a proposal.
How long before SEO work shows results?
Technical fixes on indexation or rendering can show within weeks because you are unblocking pages Google already wanted. Content and authority work realistically takes three to six months. Anyone promising page one in thirty days is selling something else.
We are replatforming. When should we involve you?
Before the build is finished, ideally before URL structures are decided. The cheapest migration is one where SEO input arrived at design stage. The most expensive is the one where I get called two weeks after launch when traffic has halved.
Do you do link building?
Not as a service, and I am wary of most of what gets sold as link building. I focus on technical foundations, structure and content that earns links. If you need outreach specifically, I can point you at people who do it properly.
Can you work with our developers?
That is usually the best setup. I write briefs and specifications developers can actually build from, because I write code myself. It saves the usual cycle of vague SEO recommendations and frustrated implementation.
Do you write the content too?
I plan it, brief it, audit it and review it, and I will write key pages. For volume content I would rather set up the structure and briefs and have your team or a writer produce it — it is cheaper for you and usually better.
Is SEO or Google Ads the better place to start?
Depends on urgency and margin. Paid gives you data and leads in weeks and lets you validate which terms convert before investing in ranking for them. SEO compounds but takes months. Often the honest answer is paid first, SEO alongside it.