TECHNICAL · 9 MIN READ
Technical SEO is how you keep a good page reachable and understood.
The point is not to collect green ticks. It is to make intended pages discoverable, remove harmful dead ends and accurately describe what exists.
Check crawl and indexability first.
Confirm that the site is available to visitors and that pages you want discovered are not accidentally blocked by robots rules, noindex controls or authentication. Keep test, login and thin utility pages out of the index intentionally.
Use one preferred page where duplicates exist.
Canonical URLs explain the preferred version of substantially similar pages. XML sitemaps should contain the canonical pages you want indexed, not every URL WordPress can generate.
Redirect moved pages to the closest replacement.
A permanent redirect should preserve a useful user journey. Avoid sending every deleted URL to the homepage, and review 404s before creating a redirect just to silence a report.
Describe visible content with schema.
Structured data should match content a visitor can see. Validate the markup, make organization details accurate and never add review, FAQ or product claims the page does not actually contain.
Run a technical review