This article is intended to be a Technical SEO Guide for the SME. I identify the most common types of website errors that are within the remit of Technical SEO and what audits and investigation are wise to perform prior to taking any steps.
I am a freelancer available to work remotely or on location to assist in finding and researching the technical problems stopping your site from ranking or achieving the visibility and site scores that it should. I also work for digital agencies and for larger projects can provide and organise the necessary pitch, presentation and audits required for board approval.
What is technical SEO ?
There are more elements to this, however, the points above are a good starting place to identify any technical SEO issues affecting indexability and issues and if maintained in good order should help you to achieve a healthy site score.
I will also include GA4 compatibility in this list as it will cause problems if your site is not ready for GA4 for most people when it comes to site performance reporting.
What a technical
SEO Audit should provide
Rather than just provide an automated crawl report on the errors and warnings of SEO issues that exist I can manage the technical SEO process. With experience working within an agency and client-side to an agency, I am able to work with the necessary internal teams and external contractors to manage the process of technical SEO. It is never just a case of fixing the errors and then leaving it, generally, there is a period of 2-3 months of deep investigation and grouping these errors or problem areas into ‘batches’ whether these be batches of types of url or coding issues affecting multiple site changes, I go beyond the report to find and provide solutions to each issue. With WordPress sites I have the capabilities to implement these fixes directly to a staging site for internal sign-off or with other platforms can liaise and either tesselate with the agency’s preferred project management platform or create a task list for them to be able to access and update as their work progresses.
Generally, I will approach a new project with an audit – this covers in-depth research of the technical situation, the site architecture, and other eye-ball findings alongside the crawl reports. I will also further explore the areas associated with content and keywords for which you rank, for which you should rank, for which your competitors rank, and include information on content gaps and areas that should be focussed on in the future. This additional specialist area of SEO is content SEO. In addition to this, I will also explore competitor site structures and compare opportunities.
The audits will include information on areas such as backlinks and produce a visualisation of where your traffic comes from – brand, content groups and which pages they relate to in comparison to your competitors.. it will include summaries of what pages rank for desirable topics and the trust and site scores of your main business and online competition and provide an overview of anchors categorising these and providing you an approximate summary of the types of anchors used in your backlinks articles and also those used internally – you will often find the percentage of ‘naked’ and ‘brand’ anchors are far too high and too many generic anchors are also a common problem with in-house generated content.
It is from these audits that I will be able to determine, realistically, what charges will be necessary to provide SEO services and in terms of technical SEO how much ‘technical’ work needs to be completed prior to starting the optimisation of the site and content contained within.
If these fees are of acceptance by you I can provide a range of SEO services and in some instances will hire additional specialists and provide the strategy and project management services to ensure that these many elements of SEO are completed to a schedule that suits your requirements and also achieves the optimal results in the minimum time-frame possible.
What clients will often appreciate is my ability to provide the total digital service, combining creative, data-analytics, technical and campaign expertise to all my projects. This ensures that rather than just bring new traffic or increase traffic you will get advice. assistance and often implementation of site functionality, campaign strategy and even business development ideas to ensure you remain competitive and relevant. These services are intrinsic to my work as an experienced freelance digital marketer and will be available to you through any retained or one-off project via appropriate meeting, scheduling and creative or development time.