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What we mean by technical
Before a search engine or an AI system can say anything about you, it has to be able to reach, read and understand your site. If something goes wrong there, the content no longer matters. Your best page simply does not exist for the system composing the answer.
Technical work, usually called technical SEO in the trade, is removing those obstacles: making sure your site is fast, fully findable, well structured and accessible to the systems that come to read it.
One foundation, two payoffs
Search engines and AI systems make partly the same demands. A site that loads slowly, is poorly structured or is not fully indexed performs in neither.
That is why we treat technical work not as part of SEO but as a foundation in its own right. AI does add something, though. Those systems read less patiently than a search engine, and some of the crawlers cannot handle JavaScript. If your content only appears on the page after a script has loaded, it does not exist for those systems.
The work is done once and pays off in two places.
What we do
Access for crawlers
Check whether search engines and AI systems can reach your site and whether they are let in. Verified at log level, because what the settings say and what actually happens differ more often than you would think.
Indexing and structure
Make sure the pages that matter are actually found and included, and that your site is laid out logically for people and machines alike.
Speed
Improve load time. It counts in the assessment and decides whether a visitor stays.
Structured data
Record in machine-readable form who you are, what you offer and which questions you answer. That leaves less room for interpretation, and so for mistakes.
Readability for AI systems
Content that does not depend on scripts, a clear heading structure, a robots.txt that lets AI agents in, an llms.txt naming the pages that matter, and a markdown version of every page: bare text with headings, exactly what such a system reads best.
Measure first, then intervene
Technical work without analysis is guesswork. We first establish where things go wrong: which pages are not fetched, where crawlers get stuck, which content stays invisible.
Only then do we get to work. And afterwards we check again, because a technical problem is only solved once it is demonstrably gone.
Optimise or rebuild
Technical work is about improving what is there. Usually that is enough: targeted repair work solves the bulk of the problems.
Sometimes the base is so weak that every improvement founders on it. Then building is the better route. That comes out of the analysis, and we tell you straight when it is the case.
Part of a bigger whole
Technical work is one of the methods we use. What needs to happen, and how urgently, follows from the measurement and the strategy.
That prevents months of tinkering with a site while the real problem sits somewhere else, for instance in outdated information on sources beyond your own site.
Frequently asked questions
How do I know whether my site is technically sound?
That comes out of the analysis. Among other things we check whether crawlers are let in, whether all relevant pages are included, how fast the site loads, and whether the content is available without scripts having to run.
Does my site have to be rebuilt?
Usually not. Targeted repair work solves the bulk of it. A rebuild only comes into view when the base is so weak that improvements do not stick.
What is an llms.txt?
A text file on your domain that tells AI systems in plain language what you offer and which pages matter. It is new and no guarantee, but it costs little and makes your site more predictably readable.
Why is JavaScript a problem?
Some AI crawlers do not execute scripts. If your content only becomes visible after a script has loaded, such a system sees an empty page. Search engines are less affected, but it remains a risk.
How quickly does technical work show results?
Faster than most other methods. Removing technical obstacles can take effect within weeks, because no authority has to be built up first.
Not seeing your question?
Get in touch, no obligation. We are happy to talk through what this would mean in your situation, even if you are not sure yet whether it is something you need.
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