The Complete Guide to Technical SEO

01What is technical SEO?

Technical SEO is the set of work that lets search engines crawl your site without obstacles, index its content and rank it correctly. It is not about writing articles or building links; it is about the structure, code, server and settings that sit under the surface.

A simple example: if robots.txt accidentally blocks the whole site, even the best article in the world will never appear in the results. That is why technical SEO — the starting point of our SEO service too — is the foundation everything else is built on.

02Crawling and indexing: the first step

Google first discovers and fetches a page (crawling) and then decides whether to keep it in its database (indexing). These are the tools you use to control both stages:

• robots.txt: tells bots which paths they may crawl.
• sitemap.xml: formally lists your important pages and is submitted in Search Console.
• meta robots: the noindex value keeps a page out of the index.

03URLs, canonicals and status codes

Clean, short and readable URLs are better for both people and search engines. When the same content is reachable at several URLs (with and without www, or with tracking parameters), use a canonical tag to say which one is the main version:

<link rel="canonical" href="https://example.com/blog/technical-seo/">

HTTP status codes also give bots a clear message:

• 200: the page is fine.
• 301: a permanent move; use it when a URL changes so its value is passed on.
• 404 / 410: the page is gone; 410 says it was removed on purpose.
• 5xx: a server error; if it lasts, crawling and rankings suffer.

04Site architecture and internal links

The ideal structure is shallow: your most important pages should be reachable within three clicks of the home page. Internal links do two jobs: they show crawlers the way and they pass value from strong pages to the ones that matter.

• Use descriptive anchor text; “click here” says nothing.
• Find orphan pages (with no internal links) and connect them to the structure.
• Add breadcrumbs so the hierarchy is clear.

05Speed and mobile experience

Google mostly indexes sites using their mobile version (mobile-first indexing). If content or links exist only on desktop, they may never be seen. Loading speed and layout stability are measured by Core Web Vitals and directly affect user experience.

• Serve images in modern formats such as WebP or AVIF, at the right size.
• Trim unnecessary JavaScript and CSS and defer the rest.
• Use HTTPS and sensible browser and server caching.

06Structured data and multilingual sites

Structured data in JSON-LD tells a search engine what a page is: an article, a product, an organisation, an FAQ and so on. It can lead to richer results, although they are never guaranteed.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Technical SEO guide",
  "datePublished": "2026-07-29"
}
</script>

If your site has more than one language, give each language its own URL and connect them with hreflang so people see the right version and the content is not treated as duplicate:

<link rel="alternate" hreflang="fa" href="https://example.com/">
<link rel="alternate" hreflang="en" href="https://example.com/en/">
<link rel="alternate" hreflang="x-default" href="https://example.com/">

07A practical checklist

1. robots.txt and sitemap.xml exist and work correctly.
2. Every important page has a canonical tag and a unique title and description.
3. Redirect chains are short and use 301.
4. The site loads fully and quickly on mobile.
5. Structured data is valid with no errors in Search Console.
6. The Coverage and Core Web Vitals reports are reviewed every month.