Home › What we fix › Technical SEO
The problems you can't see are the ones costing you
Your site looks fine. You open it, it loads, everything works. That's the problem — technical SEO issues are invisible from the front. Broken links inside your own navigation, pages competing with themselves in Google's index, a sitemap that hasn't been accurate since 2023, redirects chained three deep. None of it shows up when you look at your site. All of it shows up in what you don't earn.
Find what's broken under the hood
We'll crawl your site the way Google does and show you exactly what's holding it back — the problems you can't see in a browser.
Free · About a minute · No account needed
What usually goes wrong under the hood
Every item below is something our scanner genuinely checks. Run it and you'll see which of these are on your site — in your own report, in these exact words. Most sites have four or five. None of them are visible from the front end.
Found is only half the job
Other tools find these and hand you a list. Here's exactly what we do about each one — including the steps, so you can judge whether we know what we're doing.
Broken internal links
Dead links inside your own navigation and content, wasting crawl budget and losing visitors.
We find every one and fix it properly
Repointed where the content moved, redirected where it's gone, removed where neither applies.
▸See exactly how
- Crawl the entire site and catalogue every internal link returning 404 or 5xx
- For each, determine what happened — moved, deleted, renamed, or never existed
- Repoint links where the content still exists somewhere
- Add 301 redirects where the page is genuinely gone but had value
- Remove links to content that shouldn't be replaced, rather than redirecting to something irrelevant
- Re-crawl to confirm zero broken internal links remain
We don't redirect everything to the homepage. A 404 is more honest than a redirect that sends someone somewhere unrelated, and Google treats it as a soft 404 anyway.
Duplicate URLs competing
The same content reachable at several addresses, splitting its own ranking signals.
We set canonicals correctly across every template
One canonical version per piece of content, consistently, with parameter handling configured.
▸See exactly how
- Crawl for every URL variant serving the same content — protocol, slash, parameters, alternate paths
- Decide the canonical version for each, usually the one linked from navigation
- Set self-referencing canonicals on canonical pages, pointing variants at them
- Configure parameter handling so tracking and filter URLs aren't indexed at all
- Fix internal links so they point at the canonical version directly
- Rebuild the sitemap with only canonical URLs
Canonicals are a hint, not a directive. If your internal links keep pointing at the non-canonical version, Google will notice the contradiction — which is why step 5 exists.
Sitemap out of date
Listing pages that don't exist, missing pages that do.
We rebuild it and keep it accurate
Only live, indexable, canonical URLs — declared in robots.txt and submitted.
▸See exactly how
- Generate a fresh sitemap from what actually exists and should be indexed
- Exclude noindexed pages, redirects, and non-canonical variants — a sitemap listing those sends mixed signals
- Split into multiple sitemaps with an index if the site is large enough to need it
- Declare it in robots.txt so crawlers find it without being told
- Submit through Search Console and confirm it's read without errors
- Set up automatic regeneration so it stays accurate as the site changes
The automatic regeneration matters more than the initial fix. A sitemap corrected once goes stale again within months.
Slow pages on mobile
Load times that cost you both rankings and buyers.
We fix what's actually slow, measured not guessed
Images, scripts, and server response — in the order that gives the biggest return.
▸See exactly how
- Measure real load performance on mobile, not desktop, and identify the specific bottleneck
- Fix image delivery first — correct dimensions, modern formats, lazy loading below the fold. This is usually the largest single win.
- Identify render-blocking scripts and defer what doesn't need to load before content
- Find third-party scripts that are installed but no longer used — there are almost always some
- Address server response time if that's the bottleneck rather than the front end
- Re-measure and show you the before and after on the same pages, same conditions
We measure before we change anything. Optimising the wrong thing is common and produces impressive-looking work that changes nothing.
Broken heading structure
No H1, multiple H1s, or headings chosen for size rather than meaning.
We rebuild the heading structure across the site
One clear H1 per page, logical hierarchy beneath, styled to match your design.
▸See exactly how
- Audit every page template for what heading levels it outputs and where
- Establish one H1 per page, describing that page rather than the company
- Restructure H2s and H3s into a logical order with no skipped levels
- Separate styling from semantics — headings can look however you want, they just have to be the right level
- Verify on every template type, not just the ones easiest to check
This changes nothing visually if it's done properly. If your H1 needs to look small, that's a CSS question, not a reason to use a div.
Redirect chains
Links passing through multiple hops before reaching their destination.
We collapse every chain to a single hop
Each redirect pointing straight at the final URL, with internal links updated to skip them entirely.
▸See exactly how
- Map every redirect on the site and identify chains of two or more
- Repoint each redirect directly at the final destination
- Update internal links so they point at the final URL and don't hit a redirect at all
- Check for and break any redirect loops
- Verify externally-linked pages resolve in one hop, since those are where lost authority costs most
Redirects themselves are fine — they're how the web handles moved content. Chains are the problem, and they're entirely avoidable.
Common mistakes
What we usually find when someone has already tried to fix this themselves.
Installing an SEO plugin and assuming it's handled
Plugins manage meta tags and sitemaps competently. They don't find broken links, they don't collapse redirect chains, they don't fix heading structure, and several add scripts that make performance worse. A plugin is a tool, not a technical audit.
Redirecting every 404 to the homepage
It feels tidy — no dead ends. But Google treats a redirect to an irrelevant page as a soft 404 and ignores it, and a visitor who wanted a specific product and lands on your homepage is more annoyed than one who got an honest "this doesn't exist any more."
Chasing a perfect performance score
The score isn't the goal; the experience is. It's entirely possible to score well by deferring things that genuinely need to load, producing a page that scores 98 and feels broken. Optimise the metrics buyers actually feel.
Adding noindex to fix duplicate content
Noindex and canonical solve different problems. Noindex removes a page from the index entirely and it stops passing signals. Canonical consolidates several versions into one and keeps them. Using noindex where you meant canonical throws away the value you were trying to consolidate.
Scan. See. Fixed.
We find what's broken
We crawl your site the way Google does and find the problems you can't see — errors, blocks, slowdowns, structural mess. Then we tell you what's actually costing you, in plain English, in order of importance.
About a minute
You see what's wrong
Every issue ranked by impact and effort. Not forty technical strings — a plan you could hand to a developer, or hand back to us.
Yours to keep, free
We fix it ourselves
This is the part that's different. We don't hand you a PDF and wish you luck. We make the fixes. We test before pushing anything live, and we back up first. You don't need a developer, because that's us.
We show you what changed
The same checks, run again. A plain summary of what was broken, what we fixed, and what difference it should make. No jargon dump.
Proof, not promises
The first month is the clean-up — we fix what's broken and you keep those improvements whatever happens next. After that we keep watching, because sites break again every time they're published to, redesigned or re-platformed. No bloated retainer, no lock-in: cancel any month and keep the work already done.
What's included
Packages differ in how much work we do — not in how much of the picture you get.
What does it cost?
It depends on what your site actually needs — which is why we scan first. Plans start at $50/month, and every one includes the full scan above.
Before you scan
Find out what's broken under the hood
Every check, your off-page signals, and a plan you can act on. Free, about a minute, no account needed.