When was the last time you checked where you ranked on Google? And when you did, were you surprised at the results?
What about checking your analytics to see how long people are visiting your website?
If your website isn’t showing up in search results – or visitors are landing on it, but not sticking around – the problem might not be what they’re seeing. It could be what’s going on behind the scenes.
Even if everything looks good on the surface, there could be hidden issues dragging your site down and ultimately stopping your business from getting found online. That’s where technical SEO comes into play.
Before you get put off by the word ‘technical’, you really don’t need to be an expert in code or search engines to understand it, but you do need to know how it can impact your visibility, traffic and reputation.
What is Technical SEO?
Technical SEO refers to the behind-the-scenes setup of your website that allows search engines to easily access, understand and index your content. It means that your site is not only discoverable but easy to navigate for both search engines and real people.
Think of it like a house – you can have beautiful decor i.e. your content and visuals, but if the wiring is faulty or the doors don’t open and close properly, no one will want to stay in it. Likewise, if your website structure is outdated or misconfigured, all your fantastic content will go unnoticed.
Here are a few common technical issues that could be working against you:
- Pages that take too long to load
- Broken links that frustrate users
- Poor mobile display that disrupts the user experience
- Site layouts that confuse search engines trying to index your content
- Incorrect HTML Schema or semantic markup
These might seem like minor annoyances, but they are more than that. They directly impact your visibility in search results, your credibility and how easy it is for potential customers to buy from you.
Why Technical SEO Matters to Your Business
When your technical SEO is in good shape, it becomes much easier for people to find you through search engines. However, bad technical SEO acts like a silent blocker.
Poor technical setup can impact your business in several ways:
- You’re harder to find – search engines may skip pages or misinterpret them, meaning you miss out on web traffic
- Visitors don’t stick around – if your site is slow, confusing or broken, they won’t stay around to figure it out
- You lose out to competitors – if their websites run faster, load better on mobile, or just feel easier to use, they’ll win the click (and most likely the customer)
- Your reputation takes a hit – a glitchy or dated website can make even a great business seem unreliable
Getting your technical foundations right is a great trust-builder for users and search engines. It demonstrates that you take your business seriously and make everything else – from content to ads – work harder.
How to Spot When Something’s Not Right
You don’t need to be an SEO expert to recognise when your website might be letting you down. Instead, there are some tell-tale signs that something isn’t quite right such as:
- Your site feels sluggish or takes ages to load
- Leads or online enquiries have been reduced without any obvious reason
- You’re not appearing for basic search terms relating to your business
- Friends or clients mention issues with the site on their phones
- It’s been years since anyone reviewed or updated your site setup
What You Can Fix (And When to Call in Backup)
Luckily not every technical SEO issue requires a full website rebuild – or even having a developer on standby. There are plenty of small steps you can take before you need to look at getting help from elsewhere.
Quick wins include:
- Compress large images before uploading – large file sizes are one of the most common reasons for slow-loading pages
- Fix broken links using website scanners like Screaming Frog or Broken Link Checker
- Improve mobile experience with a responsive theme or basic layout tweaks (especially if you use a platform like Wix or Squarespace)
- Structure your pages clearly with headings, menus and links that easily guide users and search engines
- Submit your sitemap and check for indexing issues using Google Search Console
These tasks don’t require any advanced SEO knowledge, just a bit of time and attention.
However, if you’re seeing recurring problems or you know your site hasn’t had a proper health check in a while, it might be time to bring in some additional support especially if:
- You’re unsure which issues are hurting your SEO the most
- The technical side of your site feels overwhelming or confusing
- Your site has been custom-built or uses outdated systems
- You want to make sure the fixes are implemented properly without causing new problems
This is where a professional audit can be invaluable – pinpointing what’s working, what’s not and what to do next.
Your Website Deserves a Solid Foundation
Technical SEO is easy to overlook, but it plays a vital role in how well your website performs. From how fast your pages load to how easily search engines can access your content, these behind-the-scenes factors influence your visibility and the experience your visitors have.
While some issues are simple enough to fix yourself, others might need a more experienced eye. The most important step is recognising when something’s not working and taking action – whether that’s running a few quick checks, tackling smaller tweaks or seeking out support for the more technical aspects.
Either way, giving your website the attention it needs now can help prevent bigger problems later down the line while keeping your business easy to find, use and trust.
