Technical SEO — Without This, Nothing Else Performs

Technical SEO is not glamorous. It does not produce the visible wins that a new content page or a well-placed link does. But without it, every other SEO investment underperforms — because Google cannot properly assess a technically broken site regardless of how good the content is.

Page speed and Core Web Vitals are Google's measurable performance standards. Largest Contentful Paint measures how quickly the main content appears. Interaction to Next Paint measures how quickly the page responds to the first user interaction. Cumulative Layout Shift measures how stable the layout is as it loads. Sites that fail these thresholds rank lower than sites that pass them, all else being equal. We engineer every site to pass from the architecture stage — not as a retrofit when rankings disappoint.

Crawlability determines whether Google can access and index your pages at all. Incorrect robots.txt, broken internal links, orphaned pages with no links pointing to them, and duplicate content without canonical tags all prevent Google from properly understanding your site. We audit every one of these and fix what we find.

Schema markup is the structured data that tells Google explicitly what your business is, what it does, and how your content is structured. Our Technophobia SEO plugin handles this automatically on every page — correctly and without conflicts. When a page earns a link or ranks for a new search, the schema is already correct. No manual updates required as your site grows.

Technical SEO is the prerequisite. The content strategy and link building that builds broader authority — covered on our SEO Services page — and the local search work that gets you into the Map Pack — covered on our Local SEO page — both depend on these foundations being correct first.

Web accessibility means your website can be used by everyone — including people with visual, auditory, motor, or cognitive impairments. WCAG 2.2 AA is the current standard: required by law for public sector bodies, increasingly expected by all users, and a growing signal in Google's quality assessment.

We believe the web should be accessible to everyone, regardless of ability. This is not a compliance exercise for us — it is something we care about. That is why we built our own assessment tool rather than relying on automated checkers that miss the majority of real barriers.

Why generic tools are not enough: Automated accessibility checkers typically identify around 30% of WCAG 2.2 AA issues. The remainder require structured human assessment against each criterion. Our tool combines automated checking with human review, producing a report that identifies every barrier and maps each one to the specific fix required.

What we assess: Colour contrast across all text and interactive elements. Keyboard navigation — can every function be operated without a mouse? Focus indicators — is the currently focused element visually clear? Alt text on all images. Form labels correctly associated. Heading structure logical when read linearly. ARIA labels on interactive elements. Error handling that helps users correct mistakes. Readable without CSS. Correct language attributes.

We deliver the report and implement every fix. Accessibility work is included in every site we build and available as a standalone service for existing sites. For public sector bodies where WCAG 2.2 AA is a legal requirement, we have specific experience and can document the remediation process for your records.