Technical SEO: a complete guide to optimizing your website

Technical SEO is the part of SEO that makes sure Google can find, understand and show your website without obstacles, and that people can use it comfortably. It's not about what your content says, but about how the site is built and served.

It's the foundation for everything else: if Google can't index a page, the best text in the world won't appear in any search.

1. Crawling and indexing

Google discovers your pages by following links and stores them in its index if it finds them useful. Check:

• Google Search Console: the "Pages" report shows what's indexed and why other pages aren't. It's the first tool you should set up; see how to use Google Search Console.
• XML sitemap: a file listing your important pages, submitted in Search Console.
• robots.txt: make sure it doesn't accidentally block sections you want to show.
• Noindex tags: only on pages that shouldn't appear (internal search results, thank-you pages, private areas).
• Internal links: every important page should get links from other pages on your site. An "orphan" page is hard to find.

2. Duplicate content and URLs

• One version of the site: with or without "www", always HTTPS. The others should redirect to it.
• Clear, stable URLs (/services/accounting, not /?p=123).
• Canonical tags when the same page can be reached at several URLs (filters, campaign parameters).
• 301 redirects when a page moves or is removed, pointing to the closest new page. Avoid redirect chains.

3. Speed and Core Web Vitals

Google measures real users' experience with three metrics, the Core Web Vitals:

• LCP (Largest Contentful Paint): how long the main content takes to appear. Aim for under 2.5 seconds.
• INP (Interaction to Next Paint): how quickly the page responds when someone taps or clicks. It replaced the old FID metric in 2024. Aim for under 200 milliseconds.
• CLS (Cumulative Layout Shift): whether elements "jump" while the page loads. Aim for under 0.1.

You can check them in PageSpeed Insights and in Search Console's Core Web Vitals report. Step by step in website speed. The most common fixes:

• Compress images and use modern formats like WebP or AVIF, at the right size for each screen.
• Cut back on plugins, third-party scripts and unnecessary fonts.
• Use good hosting and caching.
• Reserve space for images and embeds so the page doesn't shift as it loads.

4. Mobile

Google mainly evaluates the mobile version of your site. Check that:

• The content is the same on mobile and desktop.
• Text is readable without zooming and buttons are easy to tap.
• Menus, forms and WhatsApp or call buttons work well on a phone.

5. HTTPS and security

The whole site should load over HTTPS with a valid certificate. Besides being a Google signal, browsers warn people when a site isn't secure, and that scares customers away.

6. Structured data

This is code (usually JSON-LD) that describes your content so Google understands it unambiguously: your business, products, articles, FAQs, events. It can make your results show extra information such as price, availability or stars. Validate it with Google's Rich Results Test.

The most useful types for Costa Rican businesses: LocalBusiness (or a specific type: Dentist, Restaurant, Hotel…), Product, Article, FAQPage and BreadcrumbList.

7. Sites in two languages

If your site has Spanish and English versions, use a separate URL for each language and hreflang tags telling Google which to show each person. Don't rely on automatic translation widgets that change the text without changing the URL. See bilingual website SEO.

Quick checklist

1. Search Console set up with no serious indexing errors?
2. Sitemap submitted?
3. One version of the domain, on HTTPS?
4. Important pages indexed and linked from the menu or other pages?
5. Core Web Vitals green on mobile?
6. No 404 errors on pages that get visits or links?
7. Valid structured data?
8. Correct hreflang if you have two languages?

Frequently asked questions

What's the difference between technical SEO and on-page SEO?

On-page SEO works on each page's content (titles, text, images). Technical SEO works on the site's infrastructure: crawling, indexing, speed, security and code.

How often should I review technical SEO?

Check Search Console at least once a month, and do a full review after any redesign, platform change or migration.

Can a redesign hurt my rankings?

Yes, if URLs change without redirects or content that got visits is removed. Plan redirects before launching the new site: see website migration without losing rankings.

Need help?

Our Technical SEO & Content plan takes care of this foundation and the content that builds on it. See our prices or start with an SEO audit.