Technical SEO that gives search engines a clear path through your site

Core Web Vitals are three metrics Google uses to assess page experience: Largest Contentful Paint for loading, Interaction to Next Paint for responsiveness and Cumulative Layout Shift for visual stability. Google treats a page as good when LCP is within 2.5 seconds, INP is 200 milliseconds or less and CLS is 0.1 or less, measured at the 75th percentile of real visits.

It can help, but it is rarely the deciding factor on its own. Google has said page experience is one of many signals and that relevant, helpful content matters more. Faster, more stable pages do tend to improve how visitors engage with your site, so the work is usually worthwhile even where the ranking effect is modest.

A canonical tag tells search engines which URL you consider the main version of a page when similar or identical content is available at several addresses, such as with tracking parameters or sorting options. Google treats it as a strong hint rather than a strict rule, so it works best when internal links, sitemaps and redirects all point to the same preferred URL.

Some fixes, such as updating redirects, sitemaps or meta robots settings, can often be handled in a content management system without code. Others, like improving page speed or changing templates, usually need development work. We can make changes directly where we have access, or provide clear, prioritised instructions for your developer to follow.

A thorough review once or twice a year suits most smaller sites, with lighter monthly monitoring in between. Larger sites, online shops and sites that change frequently benefit from more regular crawls. It is also worth running checks before and after any migration, redesign or major platform update, as these are high-risk moments for visibility.

Structured data can make a page eligible for rich results, such as product prices or review stars, but Google decides whether to show them. Markup must follow Google's guidelines and match content visible on the page. Some rich result types have also been restricted or retired over time, so we focus on markup that remains genuinely useful.