Home · Technical SEO
Technical SEO: speed, structure and indexability.
Technical SEO is the part of optimisation that happens in the code and on the server, not in the copy. We fix load speed, structure, indexability and structured data – the foundation without which even good content goes nowhere in Google.
Looking for the wider picture – what an SEO service includes, what it costs and how to choose a partner? Read the full guide to SEO services for small businesses. This page covers the technical side.
What it is
What technical SEO is, and why it comes before content.
Technical SEO is the work that makes your site readable to a search engine and fast for a person: load time and Core Web Vitals, HTML structure, internal linking, indexing and robots, canonical URLs, redirects, structured data and multilingual markup. None of it is copy a visitor reads, and all of it decides whether they find your copy at all.
Order matters. If the site takes eight seconds to load on mobile, half the subpages are not indexed and every page carries the same meta description, new copy fixes nothing – it adds to the problem instead of solving it. That is why we always start with an audit and the technical fixes, and only then look at content and keywords.
This is also where we genuinely differ. We build WordPress themes ourselves, without a page builder, so the technical side is not a matter of configuring a plugin for us – it is writing the code. Read why we don’t use page builders.
What we do
Technical SEO built on measurement – not tricks.
01
Technical SEO audit
We go through the site the way Google sees it and hand you a priority list: what is broken, what costs you the most and in what order to fix it. The list is yours to keep, even if someone else does the fixing.
- Crawling and indexing: which pages Google sees and which it doesn’t
- Errors, broken links and redirect chains
- Duplicate content and canonical URLs
- Priority list ordered by impact and effort
02
Speed and Core Web Vitals
Speed is a measurable ranking factor and it affects sales. We optimise load time, Core Web Vitals and the mobile experience by cutting code, not by adding another plugin.
- Measuring and fixing LCP, INP and CLS
- Removing unused JavaScript and CSS
- Image format, dimensions and lazy loading
- Caching, compression and eliminating redirect chains
03
Structure and indexability
A clear site structure and internal linking tell Google what matters and how your pages relate. This is also where we resolve the case where two of your own pages compete for the same search.
- Site structure, URLs and heading hierarchy
- Internal linking and keyword cannibalisation between pages
- Sitemap, robots.txt and indexing control
- hreflang and language pairing on multilingual sites
04
Structured data and AI visibility
More people search through ChatGPT, Gemini and Google’s AI answers. Those systems quote content that is clearly marked up and easy to read. We set up the schema markup and the answer structure that make your site quotable.
- Organization, LocalBusiness, Service and FAQ schema
- Meta data, titles and descriptions that match the page
- Question-and-answer structure that is easy to quote
- llms.txt and a machine-readable company summary
05
Measurement and reporting
We track positions, traffic and Core Web Vitals field data. Every month you get a clear report: what moved, what we did and what comes next. Including the months when nothing moved.
- Search Console, Analytics and rank tracking
- Core Web Vitals field data from real visitors
- A monthly report and a list of next steps
- An honest account of what worked and what didn’t
Metrics
Core Web Vitals: what counts as a good number.
Google uses three metrics that describe the real user experience. The thresholds are Google’s own published figures and they are measured as field data, from real visitors’ browsers, not from a single test. The assessment uses the 75th percentile, so three quarters of visits have to stay inside the threshold.
| Metric | Good | Needs improvement | What it measures |
|---|---|---|---|
| LCP (Largest Contentful Paint) | up to 2.5 s | 2.5-4.0 s | How fast the largest content element appears, usually an image or a heading |
| INP (Interaction to Next Paint) | up to 200 ms | 200-500 ms | How fast the page responds to a click or a tap. Replaced FID in 2024 |
| CLS (Cumulative Layout Shift) | up to 0.1 | 0.1-0.25 | How much content jumps while loading. Measured as a unitless number |
Most Estonian small-business sites do not meet these thresholds. We tested 60 sites at random and the median mobile LCP was 8.2 seconds, more than three times over the limit – the results and method are here.
Audit
What a technical SEO audit goes through.
This is the actual list we work through. Every row ends either with a tick or with a line in the priority list stating the impact and the estimated effort.
| Area | What we check | Why it matters |
|---|---|---|
| Indexing | robots.txt, sitemap, noindex tags, Search Console coverage report | A page that is not indexed cannot appear in any search |
| Redirects | Chains, stacked www/https hops, broken internal links | Every extra hop adds load time and dilutes link value |
| Speed | LCP, INP, CLS on mobile and desktop, unused JS and CSS, image weight | A direct ranking factor and the biggest single influence on conversion |
| Structure | H1-H3 hierarchy, URL logic, internal linking, breadcrumbs | Tells the search engine what matters on the site and how it connects |
| Duplication | Canonical URLs, the same content on several URLs, two pages on one keyword | Two competing pages both stay back – one strong page wins |
| Meta data | Titles, meta descriptions, Open Graph, missing and duplicated fields | Decides how the page looks in search results and when shared |
| Structured data | Schema types, errors and warnings, match with the actual page content | Rich results in Google and quotability in AI answers |
| Multilingual | hreflang, language pairing, content duplicated across languages | A wrong setup makes language versions cannibalise each other |
| Mobile | Viewport, tap target sizes, mobile speed measured separately from desktop | Google judges the site by its mobile version, not the desktop one |
| Security | HTTPS, certificate, mixed content, security headers | HTTPS is a ranking factor and mixed content breaks pages quietly |
Price
What technical SEO costs.
Our prices are public and the starting prices are real starting prices. You can get technical SEO from us in three forms, depending on whether you have one specific problem or an ongoing need.
| Form | Price | What it includes |
|---|---|---|
| Takeover and rescue | from €450 | Technical audit, priority list, speed and security cleanup, documentation. One-off work on an existing site |
| Speed optimisation | from €400 | A one-off speed repair: Core Web Vitals, caching, image and code optimisation |
| SEO and growth | from €199/month | Ongoing work: technical SEO, content strategy, rank tracking and a monthly report |
All prices exclude VAT. The full price list, with what each package contains, is on the pricing page. It is worth knowing what you are paying for: automatically generated links and content are often sold under the name of SEO, and they damage a site over time. Always ask how many hours of real work sit inside the price.
Common questions
Technical SEO – common questions.
Technical SEO is the foundation of a site: speed, clean HTML structure, indexability, structured data, canonical URLs and correct meta data. It makes your site understandable to Google and fast for a person. Unlike on-page SEO it does not touch the copy a visitor reads, but what sits in the code and on the server.
Technical SEO deals with whether and how fast Google can get to your site. On-page SEO deals with what is on the page – headings, content, keywords, internal linking. We do both. Off-page SEO, meaning link building, is not a service we sell, and we are straightforward about that in the SEO services guide.
Technical fixes land faster than content work, because Google only has to crawl the site again. Indexing and redirect fixes can show within a couple of weeks. Speed fixes reach Core Web Vitals field data in about 28 days, because that metric is a rolling average. Position movement usually shows within 4-8 weeks.
A one-off audit with fixes starts at €450 and standalone speed optimisation at €400. The monthly SEO and growth service starts at €199 a month and adds content strategy, rank tracking and reporting on top of the technical work. Prices exclude VAT – see the full price list.
Yes, and it is a large part of our work. We start with a technical audit, set the priorities and fix the highest-impact things first – regardless of who built the site originally or what platform it runs on. If a site is so stuck that fixing costs more than rebuilding, we say so.
Partly. AI assistants read the same HTML and the same structured data as Google, so schema markup, a clear heading hierarchy and a question-and-answer structure help directly. But being quoted also depends on whether your company is mentioned elsewhere – in directories, articles, reviews. Technical work can support that part, not replace it.
The audit and the priority list are yours to keep, even if the fixes are done by someone else or by you. The list is written so a developer can work from it, and every row states the impact and the estimated effort. Most clients let us handle the technical part and keep the content in their own hands.
Let’s start
Want to know what is technically broken on your site?
Send us your web address – we’ll do a quick review and tell you where the biggest gains are.
