Technical SEO Services That Fix What Google Sees.
If Google cannot read your site perfectly, every other SEO investment is working at a fraction of its potential. Our agency and team of specialists finds what is broken, what is inefficient, and what is invisible to search engines, and fixes all three with precision, not guesswork.
What Technical SEO Actually Is
The Foundation
Everything Else
Builds On.
Technical SEO is the work that determines whether search engines can efficiently crawl, render, index, and rank your pages. Before any content or link work compounds, the foundation has to be correct. For a full breakdown of every component, read our complete guide to technical SEO.
Most SEO agencies treat this as a checklist: scan with a crawler, fix the red items, move on. Our technical SEO team treats it as a forensic investigation. We do not stop at what a crawler flags. We go to log files to see how Googlebot actually moves through your site. We run rendering tests to find the gap between what your users see and what Google sees. We map crawl budget usage against commercial page priority. Then we prioritise everything by commercial impact, not by error count.
The distinction matters because most sites have far more technical issues than can be fixed in one sprint. Without a commercial priority framework, development resource goes to fixing 404 errors on long-dead pages while the issues suppressing your revenue-critical pages go unaddressed for months.
Our team codified this into a named framework we use on every technical SEO audit: three tiers of technical debt, each with a specific definition and a clear sequencing logic. Every fix our team recommends maps to one of these tiers before it reaches your development team.
Crown’s Technical Debt Framework
Tier 1: Critical
Issues actively preventing Google from crawling or indexing revenue-generating pages. These are addressed in sprint one, regardless of implementation complexity. Business impact is immediate.
- Noindex on commercial pages
- Misconfigured robots.txt blocking key sections
- Canonical pointing to wrong URLs
- JavaScript rendering blocking page content
- Critical crawl errors on priority URL clusters
Tier 2: Significant
Issues meaningfully suppressing ranking performance. Not immediately blocking indexing, but creating structural disadvantages that compound over time. Addressed in sprint two to three.
- Core Web Vitals below Good threshold (LCP, INP, CLS)
- Crawl budget waste on parameter URLs
- Missing or broken structured data on key page types
- Hreflang errors on international sites
- Redirect chains longer than 2 hops
Tier 3: Incremental
Issues with marginal impact that are addressed over time as development capacity allows. These are important but should not consume resource that belongs to Tier 1 or 2.
- Orphaned pages with no internal links
- Thin content pages without noindex or consolidation
- Minor image alt text gaps
- Non-critical 404s on low-traffic pages
What Our Technical SEO Services Include
Seven Components.
One Technical Foundation.
Every engagement we run, from consultant reviews to full agency retainers, covers all seven. None are optional because they interact. Fixing Core Web Vitals on pages Googlebot barely visits produces almost no impact.
Forensic Technical SEO Audit
Our audit goes where crawlers cannot. We analyse your server logs to map exactly how Googlebot moves through your site, identify which pages are overcrawled and which are undercrawled, and cross-reference this against your actual revenue-generating pages. The output is a three-tier prioritised fix roadmap, not a spreadsheet of error counts. Every recommendation is sequenced by commercial impact.
Core Web Vitals Optimisation
We measure LCP, INP, and CLS from real-world field data (CrUX), not just lab tools. Then we go further than most: we identify the root cause of each failure, not just the symptom. An LCP failure caused by a server response time problem requires a different fix than one caused by uncompressed images or render-blocking JavaScript. Our team diagnoses which and implements accordingly.
JavaScript SEO and Rendering Analysis
If your site uses a JavaScript framework, there is a Rendering Gap. The question is how large. Our team runs live rendering tests, compares Fetch and Render output against your production pages, analyses Google’s two-wave indexing behaviour in your log files, and identifies every piece of content that depends on client-side JavaScript to load. Then we implement fixes: pre-rendering strategies, server-side rendering recommendations, hydration issue diagnosis, and lazy load corrections.
Crawl Budget Management
For sites with more than a few hundred pages, crawl budget is a finite, valuable resource. Our team audits your entire crawl architecture using log file analysis to identify every category of page consuming budget without commercial return: URL parameter variants, session IDs, faceted navigation combinations, test environments, thin pagination pages, and more. We then implement controls at the server, sitemap, and robots.txt level to redirect Googlebot’s attention toward the pages that matter.
Structured Data and Schema Implementation
Our team implements structured data across all relevant schema types for your site, validates against Google’s Rich Results specifications, and resolves conflicting markup from plugin stacking (common on WordPress). Beyond standard implementation, we structure schema specifically for AI Overview eligibility: FAQPage markup on qualifying pages, SpeakableSpecification on key content blocks, and entity markup that helps large language models identify your brand as a citable source.
Site Migration SEO
A site migration executed without SEO rigour is one of the fastest ways to destroy organic traffic built over years. Our team runs pre-migration audits to establish a full URL inventory and traffic baseline, designs the redirect strategy, validates it in staging before go-live, and monitors post-migration crawl behaviour and ranking recovery daily for the first 30 days. We have managed migrations from domain changes and CMS moves to full HTTPS migrations and international restructures.
International SEO and Hreflang Implementation
For multi-market businesses, international SEO involves a different class of problem: hreflang implementation errors that send UK users to US pages, country-specific canonicalisation conflicts, multi-region crawl analysis revealing Googlebot’s country-specific behaviour, and CDN configurations affecting geographic signal clarity. Our team has run international technical audits for businesses serving 15+ markets simultaneously, resolving hreflang architectures that had been broken for years without the previous agency identifying them.
JavaScript SEO and Rendering
The Rendering Gap:
What Google Sees
vs What You See.
The Rendering Gap is the most common problem on modern sites that no crawler report will surface, because crawlers typically report on what they should be able to see, not on what Googlebot actually sees when it visits a JavaScript-rendered page.
Google operates a two-wave indexing process for JavaScript content. In Wave 1, Googlebot fetches the raw HTML and indexes whatever is immediately available. In Wave 2, it queues the page for JavaScript rendering, which happens later, often hours or days after the initial crawl. Content that only exists after JavaScript executes may not appear in Wave 1 indexing at all, and if the rendering queue is backed up or the JS execution fails, it may never be indexed.
We have audited sites where over 40% of the content on commercial pages was invisible to Googlebot because it was loaded by a JavaScript framework after the initial HTML response. The site ranked poorly for its own target keywords because Google had never seen the optimised content that users experienced.
A SaaS platform came to us ranking on page 3 for their primary feature keywords, despite having genuinely excellent content. Our log file analysis showed Googlebot was crawling the pages regularly. The rendering test revealed why they were not ranking: the entire page content was loaded by a React component after mount. In Wave 1, Googlebot saw only a skeleton HTML page with a loading spinner. Every piece of optimised copy, every structured data block, every H1 and H2, was invisible until Wave 2. Their hosting configuration was also causing rendering queue timeouts. We implemented server-side rendering for the key page types. They moved to page 1 within six weeks.
Crown Technical SEO Team · SaaS Platform CaseGoogle’s two-wave rendering pipeline
Raw HTML Fetch
Googlebot fetches your page’s raw HTML response. Content available in the initial HTML is indexed immediately. This is what a traditional crawler sees.
Instant Indexing Decision
Google indexes all HTML-available content. Signals URLs containing JavaScript-rendered content for Wave 2. If the page has sufficient HTML content, it may rank immediately from Wave 1 alone.
JavaScript Render Queue
The page is sent to Google’s rendering queue, which processes JavaScript. Queue depth varies by domain authority. New or low-authority sites may wait days. If your JS has errors, timeouts, or external dependencies that fail, Wave 2 never completes.
Rendered Content Indexed
JavaScript-dependent content is finally indexed and incorporated into rankings. The Rendering Gap is the time between Wave 1 and Wave 2, and the content difference between what survived Wave 1 versus what only exists after rendering.
How Crown identifies your Rendering Gap: We compare your raw HTML fetch output against a fully rendered Fetch and Render result, then cross-reference against log file data showing Googlebot visit patterns and known rendering queue signals. This gives a precise picture of what Google has actually indexed versus what your site presents to users.
Crawl Budget and Log File Analysis
Where Your Crawl
Budget Is Going
(and Why It Matters)
Crawl budget is the number of URLs Googlebot will crawl on your site within a given period. For small sites this rarely matters. For sites with hundreds or thousands of pages, it is one of one of the most important organic search variables there is, and one that almost no technical agency covers in sufficient depth.
The problem is simple: if Googlebot spends its crawl budget on pages with no commercial value, it has proportionally less budget to spend on the pages that drive your revenue. We have audited enterprise e-commerce sites where more than 40% of Googlebot’s crawl visits were going to parameter-generated URL variants, session IDs, and internal search result pages. The product pages and category pages the business needed to rank were being crawled infrequently as a direct result.
Our crawl budget analysis uses raw server log data to map exactly where Googlebot is spending its visits, how frequently each URL cluster is being crawled, and how this aligns with (or diverges from) your commercial page priority. We then implement a crawl architecture that redirects Googlebot’s attention to the pages that matter, using a combination of robots.txt directives, XML sitemap restructuring, canonical management, and parameter handling via Google Search Console.
Typical crawl budget waste distribution
The key insight: on the average enterprise e-commerce site we audit, only 24% of Googlebot’s crawl visits go to pages that directly generate revenue. Our crawl architecture work typically lifts this to 60%+. The ranking improvements that follow are not coincidental.
Core Web Vitals
The Three Metrics
Google Uses
to Judge Page Experience.
Core Web Vitals are Google’s framework for measuring real user experience. Falling below the Good threshold is a confirmed ranking signal disadvantage. Our team optimises all three from field data, not lab simulations.
How fast your main content loads
LCP measures when the largest visible element (typically a hero image or large text block) loads for a real user. Poor LCP is almost always caused by one of four things: slow server response time, render-blocking resources, slow resource load time, or client-side rendering. Our team identifies which and resolves it at root cause, not symptom level.
How quickly your page responds to clicks
INP replaced First Input Delay (FID) in March 2024 and is the hardest of the three CWV to improve. Where FID only measured the delay before a response began, INP measures the full time from a user interaction to the next visual update. Long tasks on the main thread, common in React and Vue apps, are the primary cause. Our team identifies long tasks using Chrome DevTools and implements code-splitting, deferred execution, and input handler optimisation.
How much your page layout moves unexpectedly
CLS measures unexpected movement of page elements while a user is reading or interacting: ads loading without reserved space, fonts swapping, images without dimensions. It is the easiest of the three to fix but often the most neglected. Our team audits every layout shift using field data, identifies the element responsible, and provides specific fixes your development team can implement with minimal effort.
Technical SEO for AI Search · 2026
Technical SEO for
AI Overviews
and GEO.
AI Overviews draw on machine-readable, structured content. The technical signals that earn AI Overview citation are the same ones that underpin traditional rankings. Crown is one of the only agencies that builds for both simultaneously. No competitor page covers this in any depth.
FAQPage Schema
FAQPage structured data is one of the primary mechanisms Google uses to extract question-answer pairs for AI Overview responses. Pages with correctly implemented FAQPage schema are significantly more likely to be cited in AI-generated answers for informational queries. Our team implements it across every qualifying page type: service pages, blog posts, how-to guides, and product pages with common questions.
“mainEntity”: [{
“@type”: “Question”,
“acceptedAnswer”: {…}
}]
SpeakableSpecification
SpeakableSpecification markup signals to Google which specific content blocks on a page are citation-ready for AI-generated summaries. By marking up your most authoritative, concise content blocks, you make it easier for Google’s AI systems to extract and surface your content in Overviews. It is currently underused by almost every brand, which means implementing it correctly is a genuine competitive edge.
“@type”: “SpeakableSpecification”,
“cssSelector”: [
“.hero-lead”, “.def-lead”
]
}
Entity and Organisation Markup
Large language models identify brands as citable sources based on the clarity and consistency of their entity signals: Organisation schema with named attributes, sameAs links to authoritative profiles (LinkedIn, Wikipedia, Wikidata), consistent NAP data, and author schema on published content with linked credentials. Our team audits and builds the complete entity graph for your brand, making you machine-readable to both Google and third-party LLMs.
“https://linkedin.com/company/…”,
“https://en.wikipedia.org/wiki/…”
],
“knowsAbout”: [“Technical SEO”, …]
IndexNow and Content Freshness
AI Overviews prioritise fresh, authoritative content. IndexNow is a protocol that notifies search engines instantly when content on your site changes, ensuring that updated pages are recrawled and re-evaluated quickly rather than waiting for Googlebot’s next scheduled visit. Our team implements IndexNow on all key page types and establishes a content freshness update cadence that keeps your most important pages current in Google’s index.
{
“host”: “yourdomain.com”,
“urlList”: [“/updated-page/”]
}
Technical SEO involves identifying and resolving infrastructure issues that prevent search engines from efficiently crawling, rendering, and indexing website pages. Key components include Core Web Vitals optimisation, crawl budget management, JavaScript rendering analysis, and structured data implementation…
All six signals above are infrastructure decisions, not content decisions. They determine whether Google’s AI systems can extract, trust, and cite your content, regardless of how good that content is.
Site Migration SEO
Migration SEO:
Protecting What
You Have Built.
A site migration executed without technical rigour is one of the most reliable ways to destroy years of organic authority in 48 hours. We have been brought in post-migration to recover traffic lost by migrations run without a redirect strategy, without a URL inventory, or without post-migration monitoring. The recovery always takes longer than the migration did.
Our team runs technical SEO across the full migration lifecycle: a pre-migration audit that establishes a complete URL inventory and traffic baseline, redirect strategy design and validation in staging, go-live monitoring during the transition window, and post-migration crawl behaviour analysis daily for 30 days.
Migrations we cover include domain changes, HTTP to HTTPS, CMS platform migrations (WordPress, Shopify, Drupal), URL structure changes, international restructures, and full site rebuilds.
Warning: A redirect that passes 90% of link equity is not a correctly implemented redirect. A 302 where a 301 is required, a redirect chain with 3+ hops, or a canonical pointing in the wrong direction during a migration can all result in months of ranking suppression. Our team validates every redirect against specific technical criteria before any migration goes live.
Crown’s migration SEO process
Pre-Migration Audit
Full URL inventory, traffic and ranking baseline for every URL cluster, identification of your most valuable pages by organic traffic and backlink equity, and complete assessment of the source site’s technical health before migration begins.
Redirect Strategy Design
One-to-one redirect mapping for every URL with organic traffic or backlinks. URL patterns for programmatic redirect rules where applicable. Validation of all redirects returning 301 status with no chains. Staging environment testing before any live deployment.
Go-Live Technical Monitoring
Real-time crawl monitoring during the migration window. Immediate identification and resolution of any redirect failures, 404 clusters, or canonicalisation problems that emerge during cutover.
30-Day Post-Migration Analysis
Daily crawl behaviour analysis using log files for 30 days post-launch. Tracking of crawl rate, indexation changes, and ranking movements against the pre-migration baseline. Rapid response to any traffic anomalies.
Traffic Recovery Plan
If traffic drops, we have a documented recovery protocol: identifying whether the drop is a redirect issue, a crawl issue, or an indexation delay, and acting on each with a specific response, not a wait-and-see approach.
Technical SEO Results
Technical Fixes.
Real Revenue Impact.
Time to page one for primary feature keywords after we resolved a React rendering gap that had been hiding all commercial page content from Googlebot in Wave 1. The site had been “technically healthy” according to every crawler report the previous technical SEO agency had run. Log file analysis showed Googlebot was visiting the pages. Rendering tests showed it was indexing empty skeletons. Implementing server-side rendering for commercial page templates resolved both issues. Rankings followed within six weeks.
Read case studyOrganic traffic increase in four months after redirecting crawl budget away from faceted navigation and parameter URLs back to product and category pages. Before our audit, 43% of Googlebot visits were going to filter-generated URLs with no commercial value. We implemented robots.txt controls, canonicalisation on remaining parameter pages, and XML sitemap restructuring prioritising the 2,400 revenue-generating product pages. Category pages that had been crawled every 11 days were being crawled every 2 days within six weeks of implementation.
Read case studyIncrease in organic click-through rate on commercial pages after moving from Poor to Good on all three Core Web Vitals metrics and implementing FAQPage schema across service pages. LCP dropped from 6.2s to 1.9s after resolving a render-blocking third-party script and implementing responsive image delivery. The FAQPage schema addition resulted in four commercial pages appearing in Google AI Overviews for high-intent queries within eight weeks. Organic pipeline from these pages tripled quarter-on-quarter.
Read case studyOur Technical SEO Process
How We Approach
Technical SEO
Differently
Crown’s work runs through the first two phases of the REIGN Framework. Reconnaissance is not a standard crawl audit. It is a forensic intelligence document. Engineering is not a fix list. It is a commercial priority roadmap.
Read the Full REIGN FrameworkForensic Technical Intelligence
Full crawl, log file analysis, rendering gap tests, Core Web Vitals field data, crawl budget mapping, structured data audit, and international SEO check. Revenue-commercial page priority mapped throughout.
Three-Tier Fix Roadmap
Every issue categorised as Critical, Significant, or Incremental. Development specifications written for each fix. Commercial impact projection per issue cluster. Sequenced for maximum revenue impact per sprint.
In-House Technical Execution
Our team can implement fixes directly or provide development-ready specifications. Every change is documented, tested in staging, and monitored post-deployment. Nothing is handed off anonymously.
Post-Fix Monitoring and Ranking Tracking
Crawl behaviour monitored post-implementation. Core Web Vitals field data tracked monthly. Algorithm update impact assessed within 48 hours. Technical health maintained as the site evolves.
Client Testimonials
What Clients Say
About Our Technical SEO
“Two previous agencies ran crawl audits and found nothing critical. Crown ran a log file analysis and a rendering test in day one and found the issue within 48 hours. The rendering gap was hiding our entire commercial content from Google. Six weeks after the fix we were on page one. I wish we had called them first.”
“We had been told by multiple agencies that our site was technically fine. Crown’s log file analysis showed that Googlebot was spending almost half its crawl visits on filter URLs. Our product pages were being ignored. The fix was not complicated once someone actually looked at the right data. The traffic improvement followed within a quarter.”
“Crown’s technical work moved us to Good on all three Core Web Vitals and got us appearing in Google AI Overviews for the first time. The FAQPage schema implementation was something we had never even heard from a previous agency. The impact on our organic pipeline was immediate and measurable.”
Free Technical SEO Audit
Find What’s Holding
Your Site Back.
For Free.
Our team runs a preliminary technical SEO audit before any conversation about working together. You see the specific issues we find, prioritised by commercial impact, before paying anything. Most clients describe it as the most useful document they have seen produced about their site.
Get a Free Technical AuditFree · No commitment · Senior technician, not sales · Global
Questions our clients ask
before engaging our
technical SEO team
Frequently Asked Questions
Technical SEO
Answered Directly
If Google can’t read it,
nothing else matters.
Start with a free technical SEO audit. Our team identifies the specific issues holding your site back, prioritises them by commercial impact, and delivers a three-tier fix roadmap within 48 hours. No obligation. No packages. Just clarity on what is broken and what fixing it is worth.
Free · 48-hour delivery · Senior technician · No commitment · Global