Technical SEO London

Crawl and indexation audit

We map every URL Googlebot can reach on your London site, flag the orphan pages and remove the noise that wastes crawl budget. Most agency sites we audit have 18 to 40 percent of URLs that should never be indexed at all. The output is a ranked issues list with priorities, not a 400-page PDF nobody reads.

• Full crawl with Screaming Frog and Sitebulb
• Orphan and zombie URL flagging
• Crawl budget reallocation plan
• robots.txt and sitemap clean-up

Core Web Vitals

LCP, INP and CLS scored against Google's 2026 thresholds. Field data from the Chrome User Experience Report, not just lab data, because Google ranks on field. Hero image preload, font-display rules, JavaScript code-splitting and image format choices all come into the audit. Recommendations leave as engineering tickets, not abstract advice.

• Field data audit via CrUX
• LCP under 2.0s, INP under 200ms, CLS under 0.05
• Tickets sized for your developers
• Re-test cycle after every release

JavaScript rendering

Most agency sites in London are SPAs. React, Vite, Next, Astro, Webflow. We confirm Google can render the page, fix hydration gaps and verify with the URL Inspection tool. Answer engines like Perplexity and ChatGPT often render less than Google. We test those too and recommend fallbacks where the page depends on JavaScript to show its main content.

• Render verification in Google URL Inspection
• Hydration timing review
• AEO crawler render testing (GPTBot, PerplexityBot)
• Server-rendered fallback recommendations where critical

Schema and structured data

Organization, LocalBusiness, Service, FAQPage, Breadcrumb, Article and HowTo. We write the JSON-LD, validate it in Google's Rich Results Test and monitor rich result eligibility week on week. Speakable schema on FAQ blocks for voice assistants. We update schema whenever the source content changes so you never serve stale markup.

• Site-wide Organization and LocalBusiness JSON-LD
• Page-level Service and FAQPage schema
• Speakable schema on FAQ sections
• Rich Results Test pass before every publish

Sitemaps and robots

Clean XML sitemaps. Robots.txt rules that allow Google and the AEO crawlers but block staging URLs and policy pages. We submit sitemaps in Search Console after every structural change and monitor coverage in the Pages report. A well-built sitemap is a quiet thing. A broken one is the fastest way to lose a ranking.

• XML sitemap auto-regeneration on build
• AEO crawler allow-list (GPTBot, PerplexityBot, ClaudeBot)
• Policy pages noindexed and disallowed
• Coverage report monitored weekly

HTTPS, hreflang and migrations

Safe migrations, redirect mapping and language signals for UK-only sites. Most ranking drops we see are caused by a botched migration or a missing redirect, not a Google update. We plan the migration, write the redirect map, deploy to staging, test crawl behaviour and only then push to production.

• Pre-migration crawl baseline
• 301 redirect map with no chains
• Post-migration coverage and ranking checks
• en-GB hreflang only for UK-only sites