Technical SEO: the foundations to lay before launchTechnical SEO: the foundations to lay before launch

Search optimisation is long-term work, but part of it happens before launch. These foundations guarantee no ranking. They simply stop your site from starting with a handicap.Search optimisationoptimisation is long-term work, butbut part of it happenshappens before launch. These foundationsfoundations guarantee no ranking. TheyThey simply stop your sitesite from starting with aa handicap.

1. Readable, stable page addresses1. Readable, stable page addresses

An address like /services/showcase-website says what the page contains. Above all, it must not change. If you rebuild an existing site, every old address with value must redirect to the equivalent new page.An addressaddress like /services/showcase-website says whatwhat the page contains. AboveAbove all, it must notnot change. If you rebuildrebuild an existing site, everyevery old address with valuevalue must redirect to thethe equivalent new page.

2. One title and one description per page2. One title and one description per page

Each page has its own title tag and description, written to earn the click from search results. Two pages with the same title compete with each other.Each pagepage has its own titletitle tag and description, writtenwritten to earn the clickclick from search results. TwoTwo pages with the samesame title compete with eacheach other.

3. A logical heading structure3. A logical heading structure

One main heading per page, then subheadings in order. It's not just for search engines: screen readers use them to navigate.One mainmain heading per page, thenthen subheadings in order. It'sIt's not just for searchsearch engines: screen readers useuse them to navigate.

4. Speed, especially on mobile4. Speed, especially on mobile

• Images in the right format and size, with their dimensions declared.Images inin the right format andand size, with their dimensionsdimensions declared.
• Fonts loaded without blocking text display.Fonts loadedloaded without blocking text display.display.
• As little code as possible on first load.As littlelittle code as possible onon first load.

5. A sitemap, a robots file, proper error pages5. A sitemap, a robots file, proper error pages

The sitemap lists the pages to crawl; the robots file says what shouldn't be crawled. A page that doesn't exist must return a real 404 error, not an empty page claiming everything is fine.The sitemapsitemap lists the pages toto crawl; the robots filefile says what shouldn't bebe crawled. A page thatthat doesn't exist must returnreturn a real 404 error,error, not an empty pagepage claiming everything is fine.fine.

6. Honest structured data6. Honest structured data

Structured data describes your business to search engines. It must reflect what's actually on the page: no fake ratings, no invented reviews.Structured datadata describes your business toto search engines. It mustmust reflect what's actually onon the page: no fakefake ratings, no invented reviews.reviews.

7. If the site is bilingual7. If the site is bilingual

Each language has its own addresses, the correct language attribute, and hreflang links connecting equivalent pages. An English page shouldn't be a machine translation left as is.Each languagelanguage has its own addresses,addresses, the correct language attribute,attribute, and hreflang links connectingconnecting equivalent pages. An EnglishEnglish page shouldn't be aa machine translation left asas is.

Foundations don't make a site rise. They stop it from sinking.Foundations don'tdon't make a site rise.rise. They stop it fromfrom sinking.

I check these points on every site I launch. Content work and follow-up come afterwards, at your pace.I checkcheck these points on everyevery site I launch. ContentContent work and follow-up comecome afterwards, at your pace.pace.