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Technical SEO Services: Audits, Fixes and Site Migrations

Technical SEO makes sure Google finds your pages, crawls them and indexes the right version. On most sites the problem isn't one big error but a pile of small decisions that feed each other: filter parameters, wrong canonicals, old redirects. We run every technical SEO audit from Search Console data and turn the findings into tasks a developer can implement directly, each with a written test method.

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Illustrative view: diagram of a site crawl.
Purpose and appearance

What do we use this service for?

We do technical SEO so that the money spent on content and links isn't wasted. The aim is for important pages to be crawled quickly, for the right version to be indexed, and for organic traffic and sales to be protected during risky moments such as site migrations. It is less a goal in itself than the foundation that lets the rest of SEO work.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Where a technical SEO audit starts: Search Console

Before running a crawler, we look at how Google sees the site. The Page indexing report shows which URLs are left out and why. Google's own documentation also says you shouldn't expect every URL to be indexed; it's enough for canonical and important pages to be in the index. So we don't fixate on the total count; we look at the status of the important pages.

  • Category and product pages with the status 'Crawled, currently not indexed'
  • Parameterized URLs flagged as 'Duplicate without user-selected canonical'
  • Pages blocked by robots.txt that still receive external links
  • Addresses listed in the sitemap that return a 404 or a redirect
  • JavaScript-loaded content that doesn't appear in the rendered HTML in the URL Inspection tool

Faceted navigation and crawl budget: when they really matter

Google's crawl budget guide is written mainly for two types of site: those with more than 1 million unique pages updated weekly, and those with more than 10,000 pages whose content changes daily. We don't propose a crawl budget project for a 300-page corporate site; there, the problem almost always lies elsewhere.

In e-commerce, however, parameterized URLs created by color, size, price and sort filters can generate an infinite number of addresses. Google recommends blocking filter URLs that don't need to appear in search from crawling via robots.txt. We turn the few combinations people actually search for, such as 'women's black boots', into pages with clean URLs and their own titles, and remove the rest from crawling. Since robots.txt and canonical settings can't always be edited freely on the off-the-shelf e-commerce platforms common in Türkiye, we first check what the platform allows.

robots.txt, noindex, canonicals and sitemaps: common mix-ups

robots.txt doesn't remove a page from the index; it only blocks crawling. If we add noindex to a page we want removed from the index, the page has to stay crawlable so Google can see the tag; using both together is one of the most common mistakes we see. A canonical tag, meanwhile, is a hint, not a directive: if internal links and the sitemap point to a different URL, Google may choose a different canonical.

There is a similar misconception about sitemaps. Google ignores the priority and changefreq values, and it only uses lastmod if it is consistently and verifiably accurate. Plugins that update the lastmod date of every page every night undermine that trust. A single sitemap can contain at most 50,000 URLs or 50 MB uncompressed; on large sites, sitemaps split by page type also make it easier to track indexing issues by type.

SEO for site migrations: protecting traffic when URLs change

When the domain, platform or URL structure changes, the most expensive mistake is an incomplete redirect map. Before the migration, we extract every URL that brought in traffic and conversions from the last 16 months of Search Console data and map each one to its new address with a 301. On launch day we test the redirects on a sample, and for the first two weeks we monitor the indexing report daily. We plan the speed work with our Core Web Vitals work and the migration of measurement tags together with the Google Tag Manager setup.

Technical SEO: when do we recommend it?

We recommend it

  • E-commerce sites with thousands of products and filter combinations
  • Brands about to change their domain, platform or URL structure
  • Sites built as single-page applications that load content with JavaScript
  • Sites with multiple language or country versions that use hreflang

We don't recommend it

  • A standalone technical project on small sites with no indexing problems; there, content work delivers more
  • Projects without developer access to implement the findings

How we manage Technical SEO

  1. Reading the site through Google's eyesWe identify problematic page types using Page indexing, Crawl stats and URL Inspection data.
  2. Crawl simulationWe crawl the site with a crawler and surface canonical, redirect chain and internal linking issues.
  3. Grouping by templateWe group issues by template, such as category, product and filter, rather than URL by URL.
  4. Developer task listWe write each task with an example URL, the expected behavior and a test method.
  5. Post-launch verificationWe confirm fixes through URL Inspection and changes in the indexing report.

Technical SEO: metrics and requirements

Metrics we track

  • Important pages indexed
  • Crawl stats
  • Duplicate URL count
  • Redirect chains
  • Core Web Vitals status

What you need to get started

  • Full user access to the Search Console property
  • A staging environment or a way to test before launch
  • Server logs (for large sites)
  • Access to the platform's robots.txt, canonical and redirect settings

Official sources

The Brand Move SEO Team

To learn more about Technical SEO or other SEO services, contact The Brand Move SEO team today.

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SEO overview

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Frequently asked questions

Technical SEO: frequently asked questions

What does a technical SEO audit include?

We start with Search Console's Page indexing, Crawl stats and URL Inspection data, then crawl the site to find canonical, redirect chain and internal linking issues. Issues are grouped by template (category, product, filter) rather than URL by URL, and each task is written with an example URL, the expected behavior and a test method.

Is a technical SEO audit a one-time job?

The first audit across all templates is done once, but new templates, plugins or campaign pages can bring problems back. After the first audit we monitor the indexing report monthly and run a short check before major releases.

Should filter pages be noindexed or blocked with robots.txt?

If the goal is to reduce crawling, robots.txt is the better choice, because a page has to be crawled for noindex to be seen. For filter pages that are already indexed, we first let them drop out with noindex and only then block crawling. Do it the other way round and the pages can stay in the index for a long time.

How do you avoid losing traffic in a site migration?

Before the move we pull every URL that brought traffic and conversions in the last 16 months of Search Console data and map each one to its new address with a 301. On launch day we test the redirects on a sample, and for the first two weeks we check the indexing report daily.

Does crawl budget matter for our site?

Google's guide is aimed mainly at sites with more than a million pages updated weekly, or more than 10,000 pages that change daily. A 300-page corporate site rarely has a crawl budget problem. Large e-commerce sites with filter combinations often do.

Can technical SEO be done on a hosted e-commerce platform?

Most of it, yes. Some platforms only allow limited editing of robots.txt, canonicals or URL structure. On day one of the audit we list what the platform allows and, if needed, prepare requests for the platform's support team.

Let's run a first Technical SEO review together.

In a free call we review your Search Console data and your site's technical health, then send you the first three blockers to organic growth in writing.

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