Technical SEO Agency London

Technical SEO is the foundation that allows search engines to discover, crawl, understand and index your website effectively

FDRY is a London technical SEO agency helping ambitious businesses and ecommerce brands identify and resolve the technical issues that can limit organic visibility, website performance and growth.

We combine SEO expertise with web design and development capabilities, allowing us to investigate technical problems and work with developers to implement practical solutions.

Talk to our technical SEO team

Deep Technical Audits

Uncover hidden crawl, indexation and architecture issues with clear, prioritized, developer-ready action plans.
Core Web Vitals Optimisation

Improve LCP, INP and CLS so pages load faster, rank higher and convert better.
Indexation & Crawl Control

Ensure search engines find, render and index every important page without wasting crawl budget.
Structured Data Implementation

Add validated schema markup to win rich results, better visibility and AI search citations.

Crawlability: Making sure search engine crawlers can efficiently access the pages that matter.
Indexation: Controlling which pages should be indexed and identifying pages that are being excluded unnecessarily.
Website Architecture: Creating logical structures that help users and search engines understand the relationship between pages.

Performance: Improving page speed, responsiveness and Core Web Vitals to create a better experience for visitors.
Structured Data: Helping search engines understand entities, products, organisations, articles and other types of content.
Technical Accessibility: Ensuring important content is rendered and understood, including JavaScript powered sites

A technically strong website makes it easier for search engines to understand your content and helps customers access the pages that matter.

Our technical SEO work looks beyond surface-level audits. We examine how your website is structured, how search engines interact with it and where technical issues may be preventing important pages from being discovered, crawled or indexed.

Every recommendation is prioritised according to its potential impact and the needs of your website.

Technical SEO audits
Crawlability and indexation
Website architecture
Internal linking
Core Web Vitals and performance
Structured data
XML sitemaps and robots.txt
Canonicalisation
JavaScript rendering
International SEO and hreflang
Website migrations and redirects
Ecommerce technical SEO
Ongoing technical monitoring

Our Technical SEO Services

Technical SEO Audits

We carry out detailed technical audits to identify issues affecting crawlability, indexation, architecture, performance and search visibility. These audits can examine:

Crawl errors
Indexation
Duplicate URLs
Canonical tags
Redirects
XML sitemaps
Robots.txt
Internal links
Page depth
Status codes
JavaScript rendering
Structured data
Core Web Vitals
Mobile performance

The output is a prioritised roadmap rather than a long list of issues without context.

Crawlability & Indexation

Search engines need to be able to find and access the pages that you want to rank.

We investigate how crawlers move through your website and identify unnecessary barriers, including:

Blocked resources
Incorrect robots directives
Crawl errors
Orphan pages
Duplicate URLs
Incorrect canonicalisation
Indexation problems
Parameter and filter URLs
Pagination issues
Low-value pages

For larger websites and ecommerce stores, we can also analyse crawl behaviour to help search engines spend their resources on the pages that matter most.

Website Architecture & Internal Linking

Site structure, architecture and link strategy

A clear website structure helps search engines understand your content and the relationships between pages.

URL structures
Website hierarchy
Navigation
Breadcrumbs
Internal linking
Page depth
Content relationships
Category and subcategory structures
Ecommerce taxonomy

We can then recommend changes that improve both crawl efficiency and the way authority is distributed throughout the site.

SEO Performance

Core Web Vitals & Website Performance

Website performance affects both user experience and search performance. We assess the Core Web Vitals:

Largest Contentful Paint (LCP)
Interaction to Next Paint (INP)
Cumulative Layout Shift (CLS)

We also investigate broader performance issues such as:

Server response times
Image delivery
JavaScript
CSS
Fonts
Third-party scripts
Caching
Mobile performance
Page weight

Where development work is required, our technical team can help translate SEO recommendations into practical implementation.

Schema configurations

Structured Data & Schema Markup

Structured data helps search engines understand the entities and content represented on a page. We can review and implement appropriate schema for areas such as:

Organisation
LocalBusiness
Breadcrumb
Article
Product
Review
FAQ
WebSite

We focus on using structured data that accurately represents the visible content on your website rather than adding schema simply for the sake of it.

JS Rendering

JavaScript & Rendering

Modern websites increasingly rely on JavaScript to deliver content and functionality.

Where JavaScript affects how search engines access or render important content, we investigate the issue and recommend an appropriate technical solution. This is particularly important for complex websites and modern ecommerce experiences.

Client-side rendering
Server-side rendering
Dynamic rendering
Hydration
JavaScript-generated links
JavaScript-generated content
Rendering errors
Framework-specific SEO issues

Sitemap configuration

XML Sitemaps & Robots.txt

XML sitemaps and robots.txt provide important signals about how search engines should interact with your website.

The objective is simple: make it easy for search engines to discover the pages that matter.

XML sitemap structure
Sitemap URLs
Indexation consistency
Sitemap segmentation
Robots.txt directives
Blocked resources
Crawl controls
Sitemap submission

URLS DUPLICATION

Canonicalisation & Duplicate Content

Large websites can generate multiple URLs representing similar or identical content. This is particularly common with ecommerce platforms, filters, parameters and product variations.

As part of our technical SEO service, we investigate:

Canonical tags
Duplicate URLs
URL parameters
Product variations
Faceted navigation
HTTP/HTTPS duplication
WWW/non-WWW duplication
Trailing slash variations
Pagination
Similar or overlapping pages

We then establish clearer signals about which URLs should be treated as the primary versions.

Global SEO

International SEO & Hreflang

For businesses operating across multiple countries or languages, technical SEO needs to account for international website structures. The aim is to help search engines understand which version of a page is appropriate for each audience. We can support:

International URL structures
Country and language targeting
Hreflang implementation
Regional duplication
International sitemaps
Canonicalisation
Geo-targeting considerations

Ecommerce SEO

Technical SEO for ecommerce websites

Ecommerce websites can present additional technical challenges because of their product catalogues, categories, filters, variants and frequently changing inventory.

We work with platforms including: Shopify, Shopify Plus, WooCommerce, Adobe Commerce, WordPress, BigCommerce and Bespoke ecommerce platforms.

FDRY technical ecommerce SEO service covers:

Product and category indexation
Faceted navigation
Product variants
Internal linking
Ecommerce architecture
Structured product data
Out-of-stock products
Pagination
Filters and parameters
Large-scale crawling
Platform-specific SEO issues

Technical SEO for Website Migrations

Website redesigns and platform migrations can create significant SEO risks if technical changes are not carefully planned. The objective is to give search engines clear signals about how the old website relates to the new one and minimise avoidable organic visibility loss.

FDRY can support SEO during migrations involving:

Shopify
Shopify Plus
WooCommerce
WordPress
Adobe Commerce
Other ecommerce and CMS platforms

Our migration work includes:

Existing URL discovery
URL mapping
301 redirect planning
Metadata migration
Canonical review
XML sitemap changes
Robots.txt review
Internal-link analysis
Pre-launch technical checks
Post-launch monitoring
Indexation monitoring

Search and AI discovery
Structured data
Entity information
Accessible page content

Website architecture
Crawlability
Rendering
Content relationships

Clear website architecture, accessible content, structured information and strong technical foundations can help search systems better understand your organisation, products, services and content.

Technical SEO is not a substitute for useful content or authority, but it provides the infrastructure that allows those assets to be discovered and understood.

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Why Choose FDRY as your Technical SEO Agency

SEO + Development Expertise
Practical Recommendations
Platform Expertise

Ecommerce Experience
SEO & Digital Growth
London-Based Team

We understand both the SEO requirement and the underlying technology needed to implement it. We prioritise issues according to their likely impact rather than overwhelming you with a generic technical audit.

Our experience with Shopify, WooCommerce and Adobe Commerce means we understand the technical challenges created by complex ecommerce websites. We work across Shopify, WooCommerce, WordPress, Adobe Commerce, BigCommerce and bespoke platforms.

Technical SEO can be integrated with wider SEO, UX, CRO, ecommerce and digital growth activity.

What is technical SEO?

Technical SEO involves optimising the underlying structure and technology of a website so that search engines can crawl, render, understand and index its content effectively.

Why is technical SEO important?

Technical problems can prevent important pages from being discovered or indexed, create duplicate URLs, reduce website performance or make it harder for search engines to understand your content. Resolving these issues creates a stronger foundation for your wider SEO strategy.

What does a technical SEO audit include?

A technical SEO audit can examine crawlability, indexation, website architecture, redirects, canonicalisation, XML sitemaps, robots.txt, internal linking, structured data, JavaScript rendering, Core Web Vitals and other technical factors.

Can you fix technical SEO issues?

Yes. FDRY combines SEO and web development expertise, allowing us to provide recommendations and, where appropriate, support or implement the required technical changes.

Do you provide technical SEO for Shopify?

Yes. We work with Shopify and Shopify Plus, as well as WooCommerce, WordPress, Adobe Commerce, BigCommerce and bespoke platforms.

Can technical SEO help during a website migration?

Yes. Technical SEO should be considered before, during and after a migration. URL mapping, redirects, canonicalisation, sitemaps, indexation and post-launch monitoring can all help protect organic visibility during a website or platform change.

How often should a technical SEO audit be carried out?

The right frequency depends on the size and complexity of your website and how frequently it changes. Larger ecommerce websites and websites undergoing regular development or migration may benefit from more continuous technical monitoring.

Does technical SEO help with AI search?

Technical SEO can help provide the foundations for search systems to access and understand your website. However, visibility in AI search also depends on content quality, authority, relevance and how clearly your organisation and information are represented online.