The foundations
everything else is
built on.
You can have the best content and the strongest backlinks — but if Google can’t crawl, understand or trust your site, none of it works. Technical SEO is where rankings are won or lost before anyone writes a word.
Every technical area that
affects your rankings.
Technical SEO covers a lot of ground. Here’s what I look at — and fix.
Core Web Vitals
LCP, CLS, INP — Google’s user experience signals that directly affect rankings. Diagnosed and improved properly, not just on paper.
Crawlability & indexation
Making sure Google can find and index the pages that matter — and isn’t wasting time on the ones that don’t. Robots.txt, sitemaps, noindex.
Site speed
Image optimisation, render-blocking resources, server response times, caching — the real performance fixes, not just Lighthouse score chasing.
Structured data & schema
Helping Google understand what your content is — products, reviews, FAQs, local business info — to unlock rich results and featured snippets.
Canonicals & duplicate content
Sorting out duplicate URLs, pagination, parameter issues and canonical tag misuse — problems that quietly drain your site’s authority.
Site architecture & internal linking
Making sure your site structure passes authority to the right pages and that Google’s crawlers don’t get lost or stuck in dead ends.
Find it, fix it,
verify it.
Technical SEO isn’t just about identifying problems — it’s about fixing them and making sure the fixes actually work.
A thorough crawl and analysis of your site — every technical issue identified, categorised by impact, and prioritised by what to fix first.
A plain-English report of what needs fixing and why — written for you, not for a developer who already knows what it means.
I work with your developer or implement fixes directly, depending on your setup. Issues don’t just get reported — they get resolved.
Technical issues creep back in as sites grow and change. Ongoing monitoring catches new problems before they affect rankings.
Common questions about
technical SEO.
My site looks fine — do I really have technical issues?
Almost certainly yes. Most sites have technical issues that aren’t visible to the naked eye — duplicate content, crawl budget waste, slow server response times, missing structured data, canonicalisation errors. A site can look perfectly fine to a human visitor and have dozens of issues affecting its Google rankings.
Do you fix the issues or just report them?
Both, depending on your setup. I can work directly with your developer to implement fixes, or I can implement them myself for sites I have access to. The goal is always to get things actually resolved — a report that sits in a drawer helps no one.
What’s Core Web Vitals and does it really affect rankings?
Core Web Vitals are Google’s set of user experience metrics — how fast your page loads, how stable the layout is, and how quickly it responds to interaction. Google has confirmed these are ranking signals. Sites that score poorly lose out to faster, more stable competitors, all else being equal.
Can technical SEO fix a site that’s been penalised?
It depends on the type of penalty. Technical issues can cause ranking drops that look like penalties but aren’t — and those are very fixable. Manual actions from Google are a different matter and require a specific process. Either way, I’d need to look at the site properly to give you an honest answer.
A freelance technical SEO consultant with 15 years of experience.
I’m Brad, a freelance SEO consultant based in Leicester with 15 years of experience diagnosing and fixing technical SEO issues for UK businesses. I’ve worked on everything from small local sites to large ecommerce stores with complex crawl and indexation challenges.
I work with a deliberately small number of clients so I can give each one proper attention. When you work with me, you’re talking directly to the person doing the technical analysis and implementing the fixes — not being managed by someone managing someone else. That’s not just a selling point; it changes the quality of what you get.
Start a conversationThink your site has
technical issues?
Send me your URL and I’ll take a look — no cost, no obligation, just an honest view of what’s going on.