A guide to technical SEO and how to implement it
Technical SEO focuses on how well your website is built, structured and maintained so search engines like Google can easily find, understand and rank it. Technical SEO is critical because even the best content will struggle to perform if a site is slow, broken or difficult to crawl.
This article explains what technical SEO is, why it matters, and how to implement it in a practical and sustainable way.
What is technical SEO?
Technical SEO refers to the behind-the-scenes elements of a website that affect how search engines crawl, index and rank pages.
In plain English, technical SEO ensures your website works properly for both users and search engines.
It does not focus on keywords or content quality. Instead, it focuses on structure, performance and accessibility.
Key areas of technical SEO include:
- Website speed and performance;
- Mobile usability;
- Crawlability and indexability;
- Secure connections using HTTPS;
- Site architecture and internal linking;
- Structured data and schema markup.
Why technical SEO matters
Technical SEO is essential for visibility in Google Search, Google Maps and other platforms.
If search engines cannot efficiently access your entire website, they may:
- miss important pages;
- index outdated or duplicate content;
- lower your rankings due to poor user experience.
From a legal and compliance perspective, Australian businesses must also be mindful of accessibility obligations under the Disability Discrimination Act 1992 (Cth). While technical SEO is not the same as legal compliance, improving accessibility often supports both SEO and inclusive design.
How search engines crawl and index websites
Before understanding how to implement technical SEO, it helps to understand how search engines work.
In simple terms:
- Crawling is when search engines scan your website using automated programs;
- Indexing is when pages are stored and assessed for ranking;
- Ranking is where Google decides which pages appear in search results.
Technical SEO helps ensure crawling and indexing happen smoothly and efficiently.
Website speed and performance optimisation
Website speed is a core technical SEO factor. Slow websites lead to poor user experience and lower rankings.
Key contributors to slow websites include large images, poor hosting and inefficient code.
Ways to improve website speed include:
- Compressing images without reducing quality;
- Using modern image formats where supported;
- Minimising unused scripts and plugins;
- Choosing reliable Australian-based hosting where possible;
- Enabling browser caching and compression.
Faster websites benefit both SEO and conversion rates.
Mobile-friendly design and usability
Google uses mobile-first indexing. This means it primarily evaluates the mobile version of your website when ranking pages.
For Australian audiences, mobile usability is critical due to high smartphone usage.
Mobile technical SEO includes:
- Responsive design that adapts to different screen sizes;
- Text that is readable without zooming;
- Buttons and links that are easy to tap;
- Avoiding intrusive pop-ups that block content or continuously frustrate the user experience.
A mobile-friendly site supports better rankings and better user engagement. Learn more in our earlier blog, “Why your website must be mobile-optimised”
Crawlability and indexability explained
Crawlability refers to how easily search engines can access your website. Indexability refers to whether pages are allowed to appear in search results.
Common technical issues that affect crawlability and indexability include:
- Broken internal links (creating 404 errors);
- Incorrect use of no-index tags;
- Poorly configured robots.txt files;
- Duplicate URLs pointing to the same content.
Regular technical audits help identify and fix these issues before they impact rankings.
Secure websites and HTTPS
Google expects websites to use HTTPS, which encrypts data between the user and the site.
For Australian businesses, HTTPS is particularly important when collecting personal information, as privacy obligations exist under the Privacy Act 1988 (Cth).
From an SEO perspective, HTTPS:
- builds trust with users;
- is a confirmed ranking signal;
- helps prevent data interception.
Any modern website should use HTTPS as a baseline requirement.
Site structure and internal linking
Site structure refers to how pages are organised and linked together.
Clear structure helps search engines understand which pages are most important.
Best practice site structure includes:
- Logical page hierarchies;
- Consistent URL formats;
- Clear internal linking between related pages;
- Avoiding excessively deep page structures.
Internal linking is one of the most effective, simple and yet overlooked technical SEO techniques.
Structured data and schema markup
Structured data, often called schema markup, provides extra information to search engines about your content.
This can help generate rich results in search, such as star ratings, FAQs and business details.
Common structured data types include:
- Organisation and local business schema;
- Article and blog schema;
- FAQ schema;
- Review schema.
While structured data does not guarantee higher rankings, it can improve visibility and click-through rates.
How to implement technical SEO step by step
Implementing technical SEO does not (ordinarily) require rebuilding a website from scratch. It requires a methodical approach.
A practical implementation process includes:
- Conducting a technical SEO audit;
- Prioritising issues based on impact and effort;
- Fixing critical crawl and indexing problems first;
- Improving speed and mobile usability;
- Monitoring changes and performance over time.
Technical SEO should be reviewed regularly, not treated as a one-off task.
Notably, however, sometimes the technical (and other) issues associated with a website may warrant a rebuild rather than band-aiding. You can learn more in our earlier blog, “Does my website need a redesign or rebuild?”
Common technical SEO mistakes to avoid
Certain technical mistakes can undermine even well-designed websites.
Common issues include:
- Blocking important pages from indexing;
- Allowing duplicate content to proliferate;
- Ignoring broken links and error pages;
- Overusing plugins that slow performance;
- Making changes without proper testing.
Avoiding these mistakes supports long-term SEO stability.
Measuring technical SEO performance
Technical SEO success is measured through both tools and ranking/conversion outcomes.
Indicators of effective technical SEO include:
- Improved crawl stats in Google Search Console;
- Faster page load times;
- Increased index coverage;
- Improved rankings and organic traffic.
Regular monitoring helps identify emerging issues before they affect performance.
FAQs about technical SEO
Is technical SEO a one-time task?
No. Technical SEO requires ongoing monitoring and maintenance as websites evolve and Google updates its systems.
Do small businesses need technical SEO?
Yes. Even small websites can suffer from technical issues that limit visibility and growth.
Does technical SEO replace content SEO?
No. Technical SEO supports content SEO (and off-page SEO). Both are essential and work together.
Can technical SEO improvements affect conversions?
Yes. Faster, more accessible websites often convert better due to improved user experience.
In summary
Technical SEO is the foundation of a successful website. Without it, content and off-page strategies cannot perform at their best.
For law firms (even small ones), investing in technical SEO supports better visibility, stronger user trust and sustainable long-term growth.