The technical half of SEO — the half most agencies skip
We’re a developer, not an SEO agency. We don’t sell link packages or monthly retainers with no deliverable. What we do is find the technical reasons a WordPress site isn’t being indexed, isn’t ranking, or lost traffic after a redesign — and then fix them in the code.
Not sure whether you have a problem? Start with a free audit — it costs you a URL and tells you whether any of this applies to your site.
What we actually fix
Pages that won’t index
Hundreds of published posts and almost nothing in the index. We work the diagnostic tree — crawlability, pagination, canonicals, duplication, crawl budget — until the actual cause is named.
Keyword cannibalisation
Near-duplicate posts competing with each other. On large sites this is usually invisible to on-page SEO plugins, because each page looks fine on its own.
Redesign & migration SEO
URL inventory, a decision per URL, a clean 301 map, and internal links rebuilt against final URLs. Done before anything gets rewritten.
Internal linking architecture
Hub-and-spoke structure, orphan detection, anchor variation — at a scale where doing it by hand isn’t realistic.
Core Web Vitals
Named causes, not a score. Which script, which image, which plugin — and what it costs you to remove it.
Bulk on-page audits
Titles, descriptions, headings and structure across hundreds of posts at once, including sites in non-Latin scripts where most SEO plugins miscount entirely.
Redesigning without losing rankings
This is the single most common way sites lose search traffic, and it’s entirely avoidable. The rule is simple and almost nobody follows it: rewriting content doesn’t lose rankings — changing or deleting URLs does.
- Keep the URL, rewrite everything on it and you lose nothing. Backlinks, history and rankings stay with the URL.
- Retire a URL with a relevant 301 and the value carries to the target — provided the target is related.
- Delete a URL with no redirect and that’s gone for good.
So the order of work matters: inventory every URL and its backlinks first, decide per URL, build the 301 map, and only then write. Doing it the other way round is how a redesign quietly costs a year of traffic.
When pages won’t index
Non-indexing is a symptom with several very different causes, and the fix depends entirely on which one you have. Google Search Console’s URL Inspection tool tells you, if you read it properly:
- Discovered – currently not indexed: Google knows the URL exists but doesn’t think it’s worth crawling. That’s an authority and crawl-budget problem.
- Crawled – currently not indexed: it was read and rejected. That’s a content differentiation problem.
- Duplicate, Google chose a different canonical: you have near-duplicate pages competing.
Those three need completely different responses. Guessing between them wastes months, which is why the audit comes before the work.
How an audit works
You give us access
Search Console and the site. Analytics if you have it. We don’t need admin access to produce the audit.
we crawl and cross-reference
Site crawl against Search Console performance and coverage data, so findings are grounded in what Google actually did, not what a plugin thinks.
You get a written audit
Prioritised by impact and effort, with the specific URLs and the specific fix for each. Not a 90-page PDF of generic warnings.
Fix it yourself, or we do
The audit is written so your own developer can act on it. If you’d rather we implement it, that’s quoted separately from the audit.
What we won’t sell you
Worth being direct about, because it’s most of what gets sold under this heading:
- Link building. We don’t sell it and we’d be cautious about anyone who does.
- Guaranteed rankings. Nobody can guarantee a position. Anyone offering one is either guessing or gaming something temporary.
- Open-ended monthly retainers. If there’s no defined deliverable this month, you shouldn’t be paying for one.
- Mass AI content. We’ve tested publishing content at volume on our own sites and watched it fail to get indexed. We’ll help you build a content structure that works; we won’t sell you a thousand posts.
Something’s wrong and you don’t know what
Tell us the symptom — traffic dropped, pages won’t index, rankings vanished after a redesign. We’ll tell you whether an audit will find it.