Technical SEO is the work of making a website accessible, understandable and efficient for search engines. It includes crawlability, indexing, URL structure, metadata, internal links, structured data, speed and mobile-friendliness. Technical SEO is the foundation that allows good content to be found.
What does technical SEO involve in practice?
In practice, the team checks how search engines find and interpret the pages. This includes cleaning up duplicates, ensuring correct canonical tags, creating an up-to-date sitemap, checking robots.txt and monitoring Core Web Vitals. Technical SEO should be considered alongside content structure and user experience, not as a one-off adjustment after launch.
Technical SEO is relevant for a new website, a migration and ongoing development. It should be part of the planning before design and content are finalised. See Google's SEO starter guide, Sitemap, Canonical tag and Core Web Vitals.
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