A website that loads slowly, has broken links, or is difficult for search engine crawlers to reach will struggle to rank regardless of how good the content is. Studio22 is a Perth-based digital marketing agency, and technical SEO is the foundation we build before anything else.
We’ve spent over 7 years helping more than 100 Perth businesses improve their visibility in search, with an in-house team working from our Subiaco office rather than outsourcing offshore. That’s part of why we were named a Platinum winner at the 2022 AVA Digital Awards, alongside a 5.0 rating across 40+ client reviews.
Technical SEO refers to the technical elements that influence how search engines crawl, index and interpret your site, rather than the words on the page. Where on page SEO covers headings, keywords and copy, technical SEO covers whether search engines can reach that copy in the first place.
There are many technical factors sitting between your content and a ranking, and most are invisible to website owners. A blocked resource, redirect chain or canonical pointing at the wrong URL can hold back an entire site while everything looks fine on the surface.
AI-driven search is already changing how information gets presented. Google AI Overviews and other AI search systems rely on the same underlying signals as traditional search, clean crawlability, structured data and clear site architecture, to find and summarise content. Businesses that don’t adapt risk reduced visibility even if their search rankings look stable. Preparing early keeps your content competitive as search behaviour shifts, rather than scrambling once visibility has already dropped.
Six areas we work through, in the order they usually matter. Open any one.
Page speed has been a ranking factor for years, and website speed affects both user experience and how efficiently search engines crawl your content. Faster loading pages reduce bounce rates, and higher conversion rates are linked to faster performance.
Google announced Core Web Vitals in May 2020 and folded them into its page experience signals. PageSpeed Insights scores a page from 0 to 100 against those performance metrics.
We improve a website’s performance through asset optimisation, hosting and server response, and a content distribution network where it helps. Fast servers reduce load times and lower latency, and fixes that address the root cause hold up better than ones that just move the score.
Site architecture means a logical hierarchy and clean URLs, so people and crawlers can both understand how your site fits together. Internal linking architecture then distributes link equity across the site and signals which pages matter most.
That includes catching orphan pages, which have no internal links pointing to them and are hard for search engines to find, and clearing broken internal links and redirect chains that leak authority on the way through.
Google uses mobile-first indexing, so it largely evaluates the mobile version of your site when determining search rankings. Mobile pages must carry the same core content as desktop versions, and responsive design is how you perform well across mobile devices. We test mobile usability and mobile page speed alongside desktop.
Secure connections are part of any baseline review. HTTPS has been a ranking signal since 2014, and sites without it can show a “Not Secure” warning. A Secure Sockets Layer certificate is free from providers like Let’s Encrypt, and HTTPS protects sensitive user information through confidentiality, integrity and authentication of data.
Structured data, or schema markup, helps Google understand a page’s content more accurately. Google supports dozens of structured data markups, and adding structured data can earn rich snippets in search results, which tend to lift click-through rates. Local schema markup helps search engines contextualise business information like location and service area.
One rule matters most: structured data must reflect the visible content on the page. Markup describing something users can’t see risks a penalty rather than a rich result, so we add it where it genuinely helps.
Duplicate content confuses search engines about which version to rank. Google doesn’t penalise sites for it directly, but it does dilute ranking power across multiple pages competing to say the same thing. The canonical tag helps Google choose which page to index, and we use canonicals to fix duplicate content issues across parameter URLs, near-identical location pages and multiple versions of the same product.
Migrations, redesigns and platform changes carry real SEO risk. We plan and manage technical changes carefully to preserve performance, rather than treating SEO as an afterthought once the new site is live.
Technical SEO isn’t a one-off either. Routine technical audits catch critical errors before traffic drops, so issues get picked up before they become the reason your rankings quietly slip.
Technical SEO is diagnosed with a mix of crawling software, a site audit tool, performance testing platforms and Search Console data. Those SEO tools identify technical issues across an entire site, but they don’t know which of the hundred flagged items actually matters. Effective technical optimisation comes from interpreting what the numbers mean for your website’s SEO performance, then fixing them in the right order.
Technical SEO supports growth but doesn’t replace content quality. It removes the barriers stopping good content from earning search traffic. Studio22 has helped more than 100+ Perth businesses grow through SEO, paid media and high-performing websites, and our team works from our own Subiaco office rather than a call centre interstate or overseas.
Whether your site needs a full technical audit or targeted fixes, our Perth-based team can show you where the opportunities are before any work begins. Get in touch with Studio22 today to book a free strategy call, or call our team direct on 1800 312 643.
Discover other ways we can help you grow.
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Get answers to common questions about technical SEO in Perth
A comprehensive technical SEO audit reviews crawlability, indexing, page speed, Core Web Vitals, structured data, mobile friendliness, site security and duplicate content. Cost depends on site size and platform complexity, so we scope each audit against the specific site rather than quoting a flat rate.
We start with why search engines are struggling to reach a page, whether that’s broken internal links, blocked resources, redirect chains or server issues. Diagnosing the root cause first means the fix holds as the site grows.
On page SEO is the content itself, headings, keywords and copy. Technical SEO is whether search engines can crawl, index and interpret that content. Strong on page content still won’t rank if technical issues block it from being indexed.
The “site:” operator in Google search shows roughly how many pages are indexed. For a specific web page, the URL Inspection tool in Google Search Console tells you whether it’s indexed, when it was last crawled, and what’s blocking it if it isn’t.
Structured data helps search engines interpret your content and can support enhanced search features. We add it where it’s appropriate for your content type rather than applying it everywhere regardless of whether it helps.
AI search systems, including Google AI Overviews, rely on the same signals as traditional search: clean crawlability, structured data and clear site structure. Solid technical foundations help your site stay visible as AI shapes how information is presented.
Orphan pages have no internal links pointing to them, making them hard for users and search engine crawlers to find. We review internal linking so every important page has a clear path from other relevant pages.
Once or twice a year for most sites, more often for larger or fast-changing websites. Between audits, ongoing monitoring catches broken links, duplicate content or slipping page speed before they affect search engine rankings.
