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Technical SEO

The work of making a site crawlable, indexable and fast enough that its content gets a fair hearing.

It covers crawl budget and robots directives, the XML sitemap, canonical tags, redirects, site architecture and internal linking, rendering, and page speed.

It is invisible when done well and total when done badly. Content quality is irrelevant on a page a crawler cannot reach, and no amount of link building fixes a canonical pointing at the wrong URL.

It is also the part with the highest ratio of quick wins, because most sites have accumulated years of small errors nobody has looked at: orphaned pages, redirect chains, duplicate titles, parameters generating infinite URLs.

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