Software and growth systems for small teams
Technical SEO specialist who writes the code
The short answer
A technical SEO specialist makes sure search engines and AI crawlers can reach, render and understand every page that matters. Because I am also a full-stack engineer, I fix the problems in your codebase myself rather than passing a spreadsheet of issues to a busy development team. That shortens the gap between finding a problem and seeing it resolved in Search Console.
Technical SEO problems usually live in code: templates that hide content until JavaScript runs, routes that produce duplicate URLs, sitemaps that list pages nothing links to, and slow pages that lose visitors. Auditing tools find the symptoms. Fixing them needs someone who can read the framework, change it safely and ship the change. I build and operate the sites behind my own SaaS products, so I work on both sides of that line.
SEO reviews and implementation are scoped separately.
What the finished solution should accomplish
Make every important page crawlable, renderable and indexable, with clean URLs, consistent canonicals, useful internal links and pages fast enough that visitors stay.
What this could look like in practice
A JavaScript-heavy site might show full content in the browser while the delivered HTML holds an empty shell. A product with filters might generate thousands of near-identical URLs that waste crawling. In both cases the fix sits in the application, through server rendering, canonical rules or tighter routing, and the result is checked with URL Inspection once the change is live.
Decisions to make before building
Share Search Console access, the repository and how deployments happen. Decide whether I commit directly, open pull requests for your team or pair with your developers. Agree which page types matter most commercially, because fixing a template that serves hundreds of pages usually beats polishing one landing page. Judge performance on field data from real users rather than a single lab score.
When a simpler option is enough
If your site runs on a well-configured hosted platform with few templates, most technical SEO is already handled and content may be the better investment. If you have an engineering team with spare capacity, a short audit and a prioritised ticket list may be all you need. Hands-on implementation matters most when developers are stretched or the issues sit deep in the framework.
An initial scope could include
- Crawl, render and indexing diagnosis across your main page templates
- Fixes for canonicals, redirects, sitemaps, internal links and structured data
- Rendering and performance improvements made in the codebase
- A short handover explaining each change and how to keep it healthy
How we would check the work
- Inspect representative URLs in Search Console before and after release
- Confirm the delivered HTML contains the content and links you expect
- Track index coverage and Core Web Vitals field data after Google recrawls
Which frameworks do you work with?
Mostly modern JavaScript frameworks such as Next.js and React, static sites and headless setups, on common hosting platforms. Other platforms are assessed case by case. I confirm the stack, access and what can realistically be changed before agreeing the scope.
Can you protect rankings during a site migration?
Migrations are where technical SEO matters most. I map old URLs to new ones, implement or review the redirects, update canonicals and sitemaps, then monitor index coverage until Google has picked up the new structure. Planning starts before the move, not after traffic drops.
Scope, ownership and working together
You work directly with Joel from discovery through implementation. We agree the outcome, exclusions and acceptance checks before a build. You receive access to the code, deployment and handover documentation. Hosting, third-party services and ongoing support are identified separately; owning the code does not make operating costs disappear.
SEO engagement pricing follows the review and implementation scope. Rankings and enquiry volumes cannot be guaranteed.
Further reading: Google’s people-first content guidance and scaled content policy.
MathersLabs · Updated
Related next steps
Have a problem worth solving?
Tell me what you want to change, what is blocking it and the budget you have in mind. We can establish fit and agree the next step by email.
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