SEO specifications

Technical SEO specification

This is the technical checklist underneath the simpler customer-facing health review. Not every item applies to every website.

Crawl and index

Public pages intended for search should be consistently discoverable and indexable.

  • HTTP status codes
  • Robots.txt
  • Meta robots
  • Canonical tags
  • XML sitemaps
  • Internal links
  • Redirect chains
  • Duplicate URLs

Page semantics

Search systems need clear page-level signals.

  • Title elements
  • Meta descriptions
  • Heading hierarchy
  • Structured data
  • Image alternative text where meaningful
  • Descriptive anchors
  • Language and regional signals where relevant

Performance

Technical speed work is prioritised around actual user impact.

  • Core Web Vitals
  • Image weight
  • JavaScript cost
  • Caching
  • CDN/edge delivery
  • Mobile layout stability

Measurement

Measurement is configured only with customer authorisation.

  • Search Console
  • GA4
  • Tag Manager
  • Conversion events
  • Campaign parameters
  • PageSpeed diagnostics
Technology

Google search, measurement and business services

Search, analytics, advertising and business services work best when the website is structured and measured properly.

Google Search Console logoGoogle Search ConsoleIndexing, crawl visibility, search queries, coverage and site health.Google Analytics logoGoogle AnalyticsTraffic, engagement and conversion measurement.Google Tag Manager logoGoogle Tag ManagerControlled deployment of measurement and conversion tags.Google Workspace logoGoogle WorkspaceBusiness Gmail, Drive, Calendar, Meet and productivity services.Google Ads logoGoogle AdsPaid search, conversion tracking and campaign measurement.PageSpeed Insights logoPageSpeed InsightsPerformance and Core Web Vitals diagnostics.Google Business Profile logoGoogle Business ProfileLocal business visibility and public business information.Google Merchant Center logoGoogle Merchant CenterProduct feeds and shopping visibility where relevant.

Full text list

  • Google Search Console — Indexing, crawl visibility, search queries, coverage and site health. Provider information
  • Google Analytics — Traffic, engagement and conversion measurement. Provider information
  • Google Tag Manager — Controlled deployment of measurement and conversion tags. Provider information
  • Google Workspace — Business Gmail, Drive, Calendar, Meet and productivity services. Provider information
  • Google Ads — Paid search, conversion tracking and campaign measurement. Provider information
  • PageSpeed Insights — Performance and Core Web Vitals diagnostics. Provider information
  • Google Business Profile — Local business visibility and public business information. Provider information
  • Google Merchant Center — Product feeds and shopping visibility where relevant. Provider information
Technology

Web standards, code and frameworks

We are not locked to a single framework. Straightforward sites should stay straightforward; applications can use deeper stacks when justified.

HTML5 logoHTML5Semantic document structure and modern browser standards.CSS logoCSSResponsive layout, presentation, accessibility and performance-conscious styling.JavaScript logoJavaScriptStandards-based browser and application behaviour.TypeScript logoTypeScriptTyped application development for maintainability and safer change.React logoReactComponent-based user interfaces when an application needs them.Next.js logoNext.jsFull-stack React framework for suitable applications and content sites.Vue logoVueProgressive user-interface development.Svelte logoSvelteCompiled, performance-conscious user-interface development.Astro logoAstroContent-focused websites with low client-side JavaScript where appropriate.Python logoPythonAutomation, data processing, APIs and supporting services.

Full text list

Technology

Infrastructure, delivery and operations

Production sites can combine global edge services with conventional cloud/server infrastructure according to the workload.

Cloudflare logoCloudflareGlobal edge delivery, DNS, CDN, TLS, DDoS protection, WAF, rate limiting, Workers and storage services.Hetzner logoHetznerCloud and dedicated compute, networking, storage and conventional server workloads.Linux logoLinuxProduction server operating systems and secure service hosting.Docker logoDockerPortable containers for applications, services and controlled deployment.PostgreSQL logoPostgreSQLProduction relational data storage for applications and services.GitHub logoGitHubSource control, deployment history and auditable delivery workflows.Node.js logoNode.jsJavaScript runtime for APIs, tooling and server-side applications.Nginx logoNginxWeb serving and reverse-proxy capability where conventional servers are appropriate.

Full text list

  • Cloudflare — Global edge delivery, DNS, CDN, TLS, DDoS protection, WAF, rate limiting, Workers and storage services. Provider information
  • Hetzner — Cloud and dedicated compute, networking, storage and conventional server workloads. Provider information
  • Linux — Production server operating systems and secure service hosting. Provider information
  • Docker — Portable containers for applications, services and controlled deployment. Provider information
  • PostgreSQL — Production relational data storage for applications and services. Provider information
  • GitHub — Source control, deployment history and auditable delivery workflows. Provider information
  • Node.js — JavaScript runtime for APIs, tooling and server-side applications. Provider information
  • Nginx — Web serving and reverse-proxy capability where conventional servers are appropriate. Provider information
Need the simple version?

The detailed pages exist for customers who want to inspect the engineering. The customer-facing offer remains deliberately straightforward.

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