Services
Technical SEO Services & Consultant
Site health, Core Web Vitals, crawlability, structured data and migrations — fixed at the root, not patched at the surface with a generic titles-and-meta-tags checklist.
Paul Lovell — Technical SEO Consultant
Who this is for
Sites with a traffic drop, a stalled migration, or rankings that don't match the content quality — where the cause hasn't been found yet, not just the symptoms.
Process
- 1Full-site crawl and log-file analysis to separate real issues from noise
- 2Root-cause audit: crawl budget, indexation, canonicalisation, robots.txt and XML sitemap accuracy, structured data, mobile-first rendering, Core Web Vitals
- 3Site speed and page experience review — render-blocking resources, image delivery, HTTPS and mixed-content checks
- 4Prioritised fix list ranked by traffic/revenue impact, not issue count
- 5Implementation support and re-crawl to confirm the fix worked
How this actually works
Not a checklist — the specific mechanisms most audits skip past.
01
Reconcile server logs against GSC Crawl Stats before touching anything else
Search Console shows what Google says it crawled. Your logs show what actually hit the server. The gap between the two — usually parameter combinations, faceted navigation, or soft-404s absorbing crawl budget — is where the real problem lives, and it's invisible if you only look at one source.
02
Separate crawl budget from crawl demand
Crawl budget is the ceiling Googlebot is willing to spend on your site. Crawl demand is how much it wants to. A site with plenty of budget left can still be under-indexed if demand is low because internal linking or content signals don't justify more frequent crawling — the fix is different depending on which one is actually constrained.
03
Check faceted navigation and pagination for indexation bloat
Filter and sort combinations on category/listing pages generate near-duplicate URLs that get crawled and sometimes indexed, diluting relevance signals across near-identical pages. Fixed with a combination of canonicalisation, parameter handling, and selective noindex/robots rules — not a blanket rule that also blocks pages you want indexed.
04
Diff rendered DOM against source HTML for JS-dependent content
Google's two-wave indexing means content injected client-side can be missed or delayed. Comparing the raw HTML response to the fully rendered DOM shows exactly what's missing before Googlebot's second pass — the difference between a CSR page that ranks and one that silently doesn't.
05
Validate hreflang and canonical signals aren't contradicting each other
A page can canonicalise to itself correctly and still lose international visibility if hreflang return tags don't match, or if canonical and hreflang point different directions. This is checked pairwise across the whole set, not sampled — the failures are usually inconsistent, not systemic.
Sample finding — log-file vs. GSC reconciliation
Googlebot hits (server logs, 7 days): 48,212
Crawl requests (GSC Crawl Stats, 7 days): 31,940
Discrepancy: 16,272 (34%)
Top contributor: /shop?sort=&filter=&page= — 11,406 hits
→ Faceted nav parameters, no canonical tag present
→ 0 of these URLs indexed (confirmed via GSC coverage export)
→ Recommendation: canonicalise to base category URL,
add parameter handling in GSC, verify after next crawlDeliverables
Frequently asked questions
What's the difference between a technical SEO service and a technical SEO consultant?
A technical SEO service usually means an agency team running a standard checklist — titles, meta descriptions, redirects, schema — across accounts. A technical SEO consultant means one practitioner doing the audit, log-file analysis, and root-cause diagnosis personally, so findings are specific to your site's actual crawl and index behaviour rather than a template. Both are useful; the difference is who's actually doing the work and how deep it goes.
What does technical SEO actually cover?
Crawlability (robots.txt, XML sitemaps, crawl budget vs. crawl demand), indexation and canonicalisation, structured data and schema markup, Core Web Vitals and page speed, mobile-first rendering, HTTPS/mixed-content, hreflang for international sites, and log-file analysis to see what Googlebot is actually doing versus what Search Console reports.
Is technical SEO different from on-page SEO?
Yes. On-page SEO covers content-facing elements — titles, headings, keyword targeting, internal linking anchor text. Technical SEO covers whether search engines can crawl, render, and index the page at all: server response codes, JavaScript rendering, canonical/hreflang conflicts, structured data validity, and site speed. A page can be perfectly written and still fail to rank if the technical layer is broken.
How long does technical SEO take to show results?
Simple fixes — a broken canonical, a missing sitemap entry, a redirect chain — can be recrawled and reflected within days to a couple of weeks. Structural issues (crawl budget waste from faceted navigation, a botched migration, JS-rendering gaps) usually take 4-8 weeks to show in rankings once fixed, because Google needs to recrawl and re-evaluate at scale.
Do you help with site migrations?
Yes — pre-migration URL mapping and redirect planning, and post-migration monitoring for indexation drops, redirect chains, and lost internal link equity. Migrations are one of the most common causes of a sudden traffic drop, and most of the damage is preventable with a proper pre-launch checklist.