Technical SEO that goes all the way to execution.
Most technical audits produce recommendations. Mine produce plans that developers can build from, stakeholders can prioritise, and businesses can ship. The gap between those two things is where most technical SEO falls apart.
The problem with most tech SEO
Technical SEO audits are easy to produce. Fifty-page reports full of issues, prioritised by severity, handed over and forgotten. What's hard — and rare — is the bit after: translating findings into a backlog engineers will actually work from, presenting them in a way that gets budget, and following through until things ship. I've been doing this at scale across large, complex sites for 15 years. The technical depth and the organisational awareness come as a pair.
What I cover
Crawl & indexation
Getting the right pages crawled, the right pages indexed — and fixing the architecture decisions that cause Googlebot to waste crawl budget on things that don't matter. Log file analysis, crawl path mapping, and indexation coverage work built around how Googlebot actually behaves, not how tools model it.
JavaScript SEO
Diagnosing rendering issues, pre-rendering strategy, and ensuring your JS-heavy pages are visible to search engines — not just browsers. Including the interaction between rendering pipelines, lazy-loaded content, and how Google's WRS queue affects when pages actually get indexed.
Core Web Vitals
LCP, CLS, INP — diagnosing what's dragging your scores down and working with developers on fixes that actually ship. Not vague recommendations about "reducing JavaScript" but specific, implementable changes with a clear impact estimate.
Site architecture
Internal linking, URL structure, faceted navigation, pagination — designing the architecture that makes crawling and ranking efficient at scale. The kind of structural work that compounds over time and can't be fixed with a single optimisation pass.
Structured data & schema
Implementing, auditing, and fixing schema markup so search engines understand your content and entity relationships correctly. Including eligibility assessment for rich results, and structured data that supports AI Overview and generative search visibility.
Log file analysis
Going beyond surface-level crawl data to understand how Googlebot is actually behaving on your site — crawl frequency, path priorities, response code patterns, and what the logs are telling you about your technical health that no crawler tool will surface.
Technical SEO for developers
Translating technical SEO requirements into the documentation, briefs, and acceptance criteria that engineering teams actually need. I've spent years working across the SEO/development handoff — the work that makes recommendations stick rather than sit in a backlog indefinitely.
"I've read the Google leak docs. I work from a detailed understanding of how Google's ranking systems interact with crawl behaviour and quality signals — not surface-level best practices. Technical SEO at this level isn't about checking boxes — it's about understanding how the systems actually work and engineering your site to work with them, not against them."
Ryan White · Manchester
Who this is for
- Large, complex sites where crawl budget and indexation are real problems
- JS-heavy sites where rendering is masking SEO issues
- Teams who have recommendations but can't get them shipped
- Agencies needing senior technical resource on a specific engagement
From the blog
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