If you’ve ever wondered why your beautifully designed website isn’t ranking well on Google, the problem might not be your content—it could be your technical SEO. 

Click the Play Button above to listen to a podcast about technical SEO services.

But before we get into the crux of technical SEO, let’s talk about the SEO elephant in the room…the dreaded Google algorithm update.

Google’s SEO algorithm updates are changes made to how Google decides which websites show up at the top of search results.

But the specifics of the ever-changing algorithm itself is a secret guarded more closely than the method for choosing a new Pope.

Think of Google like a giant librarian. When you ask it a question, it quickly sorts through billions of web pages to give you the most helpful answer. The “algorithm” is the set of rules it uses to decide what’s helpful and what’s not.

Google updates this system regularly to make sure you see the best, most accurate, and trustworthy content. Some updates focus on showing higher-quality writing, others crack down on spammy or slow-loading websites. 

Google’s goal is always the same: to improve your experience by showing you better results at the top of the page. To meet this standard, it’s crucial to understand exactly what technical SEO is.

“Technical SEO encompasses a range of elements, including things like site speed, broken links, the status of your sitemap, and overall content quality,” explains Brad Weber, Founder and CEO of the Avita Group, a five-star digital marketing agency in Calabasas, California. “These components are vital to your site’s ranking performance.” 

According to Google, a website’s bounce rate (that is people leaving your site) increases by 32% as page load time goes from 1 second to 3 seconds. In fact, a recent study by the Aberdeen Group found that a 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.

And fixing that issue is so easy if technical SEO is part of your ongoing website maintenance. While tech SEO may not be as sexy as designing the site and enabling a lot of super cool graphics and multi-media experiences, it is as important as keeping your car’s gas/battery tank full if you’re heading out on a road trip.

Let’s break it down into clear, digestible pieces and show you what you can do in-house—and when to call in the pros from a technical SEO agency by exploring:

• What is technical SEO service
• Why Are Technical SEO Services Important?
• DIY: Technical SEO Services You or Your Team Can Handle
• When to Hire a Technical SEO Services Company

 

What Are Technical SEO Services?

Technical SEO services refer to the behind-the-scenes improvements that make your website easier for search engines to crawl, index, and rank. 

These are not about writing content or building backlinks—they’re about optimizing your site’s infrastructure so search engines or AI queries can understand and trust it.

In simple car terms: technical SEO ensures that your website works well under the hood.

It involves tasks like:

• Improving website speed and performance.
• Ensuring mobile-friendliness.
• Fixing broken links and redirects.
• Optimizing site architecture and URL structure.
• Creating and submitting XML sitemaps.
• Enhancing website security (e.g., implementing HTTPS).
• Managing duplicate content issues.

These services make your website accessible and understandable to search engine bots, which directly impacts your rankings and user experience.

One of the first things we do as a digital analytics agency with a new client is run a free website audit on their website. This way, we can determine the site’s health and where easy fixes can quickly improve the site performance.

One recent client we’ve worked with in the building safety solutions industry scored a health audit in the mid 70s (on a scale of 1-100) when we were first engaged. Seeing that the low score was due to broken links, unnecessarily large image sizes and a couple pages missing title tags and meta descriptions, we quickly went to work to fix those problems.

Within just a few hours, the score exploded from 74 to 98, immediately improving its rankability. 

Why Are Technical SEO Services Important

As we saw in the above example, even the most compelling content won’t rank if search engines can’t easily find, and understand your website. Or if there’s a lot of garbage like broken links and slow load times to overcome.

That’s where technical SEO comes in.

Here’s what a properly optimized website gains:

• Improved Crawling and Indexing: Search engines use bots to crawl and index websites. Technical issues like broken links or slow load times can prevent bots from properly indexing your pages, lowering your visibility.
• Better User Experience: Fast-loading pages, mobile responsiveness, and secure connections keep visitors engaged and reduce bounce rates, signaling to search engines that your site is valuable.
• Higher Rankings: Google prioritizes websites that are technically sound. A well-optimized site is more likely to rank higher than a poorly maintained one, even if the content is similar.
• Cost Efficiency: Addressing technical issues early prevents costly fixes down the line and ensures your marketing efforts (like content or paid ads) aren’t wasted on a site that underperforms.

Without technical SEO, your site is like a library without a catalog—valuable content that’s nearly impossible to discover.

DIY: Technical SEO Services You or Your Team Can Handle

While some areas of technical SEO require deep expertise, others are quite manageable in-house. The goal is to create the best user experience (UX) you can so that Google rewards your ease-of-use with higher rankings. 

In other words, Google doesn’t want to recommend a party where there’s no food or booze. 

Here are some basic technical SEO services you can start with:

1. Speed Optimization

• Use free tools like Google PageSpeed Insights to identify slow-loading elements.
• Compress large images. Many photos default to a jpeg or png format. Opt for a webp format where the image size is compressed without any reduction in the photo quality. Search for photo compression tools like Cloud Convert to quickly perform this transformation.
• Limit excessive use of third-party scripts or outdated plug-ins that may have helped at one point but are now irrelevant to make the site run smoothly.

2. Mobile-Friendliness

• Test your site using Google’s Mobile-Friendly Test. Better still, always look at your site on a phone or pad to make sure the pages are loading quickly and efficiently.
• Use responsive design that adjusts to different screen sizes.

3. Fix Broken Links and Redirects

• Use tools like Screaming Frog or Ahrefs to detect 404 errors or broken redirects.
• Redirect broken pages to relevant live content.

4. Optimize Crawl Budget

• Create and submit a sitemap via Google Search Console.
• Use robots.txt to prevent search engines from crawling unnecessary or duplicate pages.

5. Use HTTPS

• Make sure your site uses a valid SSL certificate (your URL should start with “https://”). That means your site is secure and offers a safe user experience.

 

When to Hire a Technical SEO Services Company

There’s a point where DIY solutions won’t cut it—especially for larger websites, e-commerce platforms, or businesses aiming for top-tier rankings.

Here are the types of services a top technical SEO agency will provide that earn a tangible return on investment with greater website visibility and rankings.

Advanced Website Audits

Agencies perform in-depth audits to identify issues like crawl errors, duplicate content, or poor site architecture.

They provide actionable recommendations tailored to your website.

Schema Markup and Structured Data

Adding schema markup (structured data) helps search engines understand your content, enabling rich snippets (e.g., star ratings in search results).

This requires coding knowledge and ongoing updates to align with Google’s guidelines.

Server and Hosting Optimization

Agencies optimize server response times, leverage Content Delivery Networks (CDNs), and implement advanced caching techniques.

These tasks often require access to server configurations and coding expertise.

XML Sitemap and Robots.txt Management

Regular monitoring and submission updates to search engines.

Preventing index bloat from staging or irrelevant pages.

Core Web Vitals Optimization

Google’s Core Web Vitals that monitor the overall site experience in terms of page loading time (AKA in nerd terms LCP (Largest Contentful Paint) or First Input Delay) are critical ranking factors.

Agencies use specialized tools to measure and improve these metrics, ensuring compliance with Google’s standards.

Ongoing Technical SEO Reporting and Monitoring

A technical SEO agency continuously monitors your site for new issues, the aforementioned dreaded algorithm updates, and performance drops. Adjustments based on algorithm updates and new best practices.

They provide regular reports and proactive fixes to keep your site optimized.

Hiring a technical SEO services company ensures your site maintains optimal health—especially when Google changes its algorithm (which happens a lot).

 

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Technical SEO services are essential for ensuring your website performs well on search engines and provides a seamless user experience. 

By addressing technical issues like site speed, mobile-friendliness, and crawlability, you lay the groundwork for higher rankings and better conversions. 

While you or your staff can handle basic tasks like checking broken links or submitting sitemaps, complex tasks like structured data implementation, Core Web Vitals optimization, and site migrations are best left to a technical SEO agency.

Partnering with a technical SEO company ensures your website stays competitive in an ever-evolving digital landscape. Whether you’re a small business or a large enterprise, investing in technical SEO services is a smart move to maximize your online presence and drive long-term success.

Avita Group – Digital Marketing Company in California

Avita Group is one of the longest-tenured, five-star rated digital marketing agencies in California. Our clients often have had previous agency experiences and ultimately find a long-term home with Avita Group.

We offer fractional CMO services to boost your brand and your business by maximizing your SEO and PPC management, online reputation services, and ways to use the best free AI tools to improve your website and boost your business.

The Avita Group team boasts a collective experience of over 30 years, and has worked with a variety of multi-million dollar companies to help them improve their ROI, build better brand awareness, and mitigate negative online reviews.

Contact us for a free consultation to evaluate how we can transform and elevate your business.