Technical SEO FAQ · Enterprise Technical SEO, Migrations, Measurement & Leadership
If you had access to the entire website, server logs, Search Console, analytics and development team, what would your first Technical SEO investigation be?
I would not immediately run a crawler and start fixing warnings.
I would first establish the site's search architecture.
Step 1 — Understand the business
Identify:
- primary revenue pages;
- lead-generation pages;
- informational content;
- geographic markets;
- important user journeys.
Step 2 — Build the URL inventory
Compare:
CMS/database URLs
against:
sitemap URLs
against:
crawler-discovered URLs
against:
server-log URLs
against:
Search Console URLs
Step 3 — Understand crawl behavior
Determine what Googlebot actually spends time crawling.
Step 4 — Understand indexation
Determine which important URLs are:
- indexed;
- discovered but not indexed;
- crawled but not indexed;
- canonicalized elsewhere;
- blocked;
- noindexed.
Step 5 — Audit rendering
Select representative templates and compare:
HTTP response → rendered DOM → Google-rendered output
Step 6 — Audit architecture
Map:
internal links → canonical URLs → sitemap URLs
Step 7 — Identify the largest constraint
The first major finding might be:
- inefficient URL generation;
- poor discoverability;
- rendering failure;
- canonicalization;
- migration errors;
- server capacity;
- indexation quality.
Only then would I build the technical roadmap.
The central principle is:
Find the system-level constraint before fixing individual symptoms.
Google's documentation repeatedly emphasizes understanding the crawl/index/serving pipeline, managing URL inventory and validating how Google processes pages.
Sources
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