Technical SEO Services

From CrUX and JavaScript audits to crawl budget and IA strategy.
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A solid technical foundation is the basis for a well-optimized website. It's the stable footing for continuous SEO gains, as it is a barrier to entry in outranking the competition. 

Technically sound websites are deliberately crawled and indexed. They deliver fast, easy, and meaningful user experiences. And they’re carefully structured to clearly convey what a website’s content is all about. All of these things have a major impact on a business’s bottom line, especially SEO.

At The Gray Dot Company, we’re very passionate about this topic. Our technical SEO services are tailored to help your team overcome both fundamental and project-specific challenges, like site migrations, accessibility, JavaScript SEO, crawling/indexing, Schema markup, and site load speed. 

Our technical SEO services are tailored as stand-alone programs but often go hand-in-hand with strategic SEO and content marketing services. Every project has unique demands and seldomly does one facet of SEO tell the entire story. Tech SEO is a vital underpinning to a well-performing site. But it's creating cohesion across the bigger picture that offers the greatest strategic impact.

Get the balling rolling with our technical SEO consultants and get in touch with us. Or jump to specific tech SEO matters that we handle.

Tech SEO Audits | JavaScript | CrUX | Crawl-Render-Index | Schema | Internal Links

Tech SEO Consulting | Migration | Speed-UX | IA Strategy | Structured Data | Crawl Budget | International SEO  

Technical SEO Audit Services

Our approach to conducting technical SEO audits involves a deep dive into many different elements impacting a site's performance. Through various tools and processes, we analyze your site's crawlability, accessibility, speed, responsiveness, information architecture, and navigational experience. 

More specifically, our technical SEO audit services pull the veil on advanced matters involving the following:

JavaScript SEO Audits

The most widely-used web development language out there, JavaScript powers an endless array of features and functionality with how users interact with sites. From navigational elements like facets and filters to visual elements like banners and animations, JavaScript brings a dynamic layer to content and how it's portrayed.

While visually appealing and functional on the front-end, JavaScript can be demanding on search engines when they crawl a site's front-end. In some cases, scripts can make content difficult to access, preventing search engines from "getting in." In other cases, the JavaScript content may be misinterpreted and rendered inaccurately or with errors.

It's important to emphasize that JavaScript is not always disruptive to SEO. In fact, it can be just as supportive and SEO-friendly as only using HTML. Overcoming JavaScript SEO challenges involves identifying errors or bottlenecks with how content is rendered and resolving those issues with the right fixes. Not only is this approach fundamental to our technical SEO audit process, but we've written exhaustively on this topic. For related reading, see How to Do A JavaScript Audit for SEO.

CrUX Audits

The Chrome User Experience Report (CrUX; sometimes called a “Core Web Vitals Audit”) shares usability-related metrics and insights that help articulate technical and web content performance. This includes PageSpeed Insights, which highlight important Core Web Vitals like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). It also provides Device insights and Demographic metrics that may be useful for tech SEO changes.

In addition to CrUX audits, we often help teams leverage CrUX dashboards with Google Data Studio, which provides powerful visualization and tracking of user experience trends and specific metrics like those mentioned above. Unlike synthetic testing performed under set conditions, CrUX delivers real user measurement data that are authentic and actionable. Auditing and leveraging these data provides valuable insight for tech SEO strategy and improving site performance.

Crawl, Render, & Indexation Analysis

A core component of our technical SEO audit services is identifying and correcting issues involving crawling, indexing, and rendering. While similar in nature, each of these three processes involves different mechanisms. For instance, we often hear concerns about pages being indexed that have otherwise been blocked in a site's Robots.txt file. But in reality, instructing search engines to disallow crawling does not always prevent indexing. 

For reasons like these, it's important to analyze crawling, indexing, and rendering as separate audit procedures and understand what tools are in place to control these functions (e.g. Meta Robots Tag, Robots.txt, Canonical Tag, GSC Remove URL Tool, etc.) Similarly, we look for common issues and mistakes that can occur when many of these SEO tools are used in conjunction. When tech SEO becomes neglected, things can go awry pretty quickly. And this especially holds true when it comes to the crawling, indexing, and rendering of a site.

Schema Audits

Auditing markup, particularly structured data items defined by and accepted by Google, is an integral aspect of tech SEO and how search engines interpret websites. Schema essentially communicates to search engines what pieces of content are about. Common examples include Person (affiliation, title, credentials, gender, date of birth/death); Product (price, availability, size/dimensions, and review ratings), How-to (a set of steps to complete a task); and Organization (location, areas served, aggregate rating, email, and telephone number).  

Structured data isn’t the catapulting signal to high rankings. But it can generate useful and eye-catching rich snippets that improve a page’s search appearance, real estate, and click-through potential in a competitive landscape. When leveraging structured data, not only is it important to use the most relevant Schema types given a page’s content, but it’s equally important to monitor and validate that it’s all working. We can help check all of these boxes and bring the most relevant rich snippets to fruition.  

E-A-T Audits

While typically reserved for content optimization and on-page SEO, utilizing E-A-T audits can have technical implications involving structured data markup. E-A-T, or Expertise, Authoritativeness, and Trustworthiness, derives from Google's Search Quality Rater guidelines and is used to evaluate a page’s quality. E-A-T can be established using Schema types like Person or Author to denote an individual’s contribution or involvement in a piece of content.   

In essence, structured data and E-A-T go hand-in-hand. Making sure the former is effectively deployed and validated can help maximize the value of the latter, thereby signaling stronger trust and authority behind a page (or even an entire site). As part of our technical SEO audit services, we can review and analyze these elements to ensure search engines grasp the E-A-T of your site.

Internal Link Audits

In addition to UX and extending user journeys, internal linking is an underrated SEO influencer in many ways. Internal links help establish context and keyword relevance (by linking similar content with targeted anchor text), crawlability (enabling search engine spiders to access deeper pages more efficiently), and search visibility (promoting rich snippets and multiple, intended listings).

While internal linking can facilitate many SEO benefits, neglected and broken internal links can cause a lot of problems. From orphan pages and low-link pages to crawl budget issues and index bloat, unkempt linking can wreak havoc over time. Similarly, there can be big missed opportunities when internal linking is under-utilized. Whatever the case may be, we can run the proper diagnostics and auditing procedures to optimize your site's internal linking strategy.

Server Log File Audits

Log files offer insight into how search engines interact with a website, especially involving crawling and indexing. Essentially a record of every request made to your site's server, a log file analysis provides a glimpse into how Googlebot crawls and interprets your site, which can help steer future technical SEO improvements.

When it comes to critical matters involving crawl budget and accessibility (especially for big sites), server log files help ensure the most important pages are getting adequate attention. This can be as simple as cutting out obvious bloat or as extensive as rethinking a site’s information architecture (IA). As part of a greater tech SEO audit, we analyze log files alongside strategic internal linking, crawl/index/render analysis, and utilizing the right toolkit (e.g. Meta Robots Tag, Robots.txt, Canonicals, etc.) to take ownership of crawl flow and indexation. 

Backlink Audits

A backlink audit is an important technical SEO procedure that can offer a world of insight. Not only does it tell the story of off-site credibility and domain authority, but backlink auditing can inform mission-critical corrections. In the case of old sites with a lot of history, a backlink audit might find that valuable links are pointing to dead URLs that no longer exist. When this is the case, employing the proper redirection strategy can help retain that link equity instead of letting it go to waste.

Auditing backlinks is also important if your domain’s susceptible to dated link building practices or has been outright penalized. Backlinks are undoubtedly a double-edged sword that can move the needle but also get you in trouble. Our consultants can help identify major link building pitfalls, while also advising your team on better link acquisition strategies. 

Consultants in Technical SEO Strategy

In addition to audit services, we also consult and spearhead technical SEO strategy and help teams through difficult decision-making processes. Combined with SEO roadmaps, audits, and other SEO strategy services that we provide, our team is particularly experienced in areas of:

Website Migration Strategy

Migrating to a new domain name, server, design layout, CMS platform, or navigation can have significant SEO implications. It's critical to account for all possible issues and have a proper website migration strategy in place. We help teams navigate the complexities of migration projects and achieve better outcomes when making such moves. 

Site Speed & UX Optimization

Optimizing site load speed is a big part of technical SEO, and all the talk about Core Web Vitals is more than just a trend. Leveraging CrUX intel to improve site speed and CWV often translates to better overall UX, which benefits SEO tremendously. The outcome: think lower bounce rates, greater dwell time, more average pages visited, and quality experiences that encourage return visitors.

IA & On-site SEO Strategy

Information architecture (IA) and on-site SEO strategy are unified to provide a roadmap strategy for things like navigational components, sitemaps, and internal linking. IA is a wide-ranging discipline that influences both content and technical SEO decision-making. It can also impact how users consume and interact with content, serving as a vital source of SEO intelligence.

Structured Data Markup

In addition to auditing Schema markup, we can help assemble the strategic outlook on how to best utilize structured data for elevated search visibility and E-A-T potential. There are always opportunities to bring Schema markup into the mix. We can help strategize and deploy the optimal set of structured data that aligns with your site’s content objectives.

Crawl Budget & Efficiency

Controlling crawl budget, especially for large websites, is critical to ensure search engines can efficiently find and index important content. IA and on-site SEO can be helpful guideposts in prioritizing crawl budget. As can diagnostic measures like running crawl reports and analyzing log files to course-correct potential problems.

International SEO & Hreflang

The major business decisions surrounding International SEO and Hreflang - such as language-specific, country-specific, and region-specific considerations - require following certain technical SEO best practices. Our consultants specialize in International SEO strategy and helping teams navigate multinational and Hreflang challenges, including scalability and preventing duplicate content issues.

Advanced Analytics & Dashboarding

Some businesses require a deeper level of data tracking and intelligence from their analytics setup. With technical SEO at the forefront, our team can accommodate advanced analytics and tracking needs, like cross-domain tracking, GSC integrations, unique conversion goals, custom dashboarding, and data storytelling. 

Need Technical SEO Help? 

What isn’t visible on the front-end or can't be easily edited from a CMS (like WordPress) is often tossed in the "too technical/too difficult" bucket. When your team encounters technical issues that are over your heads, we’re here to help. Learn more about how we can tailor our technical SEO services to best solve your problems and hit us up!

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We’ll help craft, teach, and carry out SEO roadmaps that check all the boxes.