Common Technical SEO Errors and How to Fix Them

Technical SEO is the foundation of every successful website. Without solid technical performance, even the best content and link strategies can fail. Search engines rely on technical cues to crawl, index, and rank your pages. Yet many businesses overlook hidden problems that quietly limit visibility. Identifying and fixing these errors early ensures your site is fast, crawlable, and easy for both users and algorithms to understand.

1. Broken links and redirect chains

Broken links and unnecessary redirects confuse search engines and users. When a crawler encounters repeated redirect chains, crawl budget is wasted and ranking signals weaken. A site audit should identify:

• 404 errors: Pages that no longer exist or have incorrect internal links.

• Redirect chains: Multiple hops before reaching the destination page.

• Mixed redirect types: Combining temporary (302) and permanent (301) redirects inconsistently.

Fix: Redirect old URLs directly to their final destination with a single 301 redirect. Update internal links to point straight to live URLs. Regularly test your site with tools such as Google Search Console’s Coverage Report or URL Inspection Tool to verify that redirects resolve correctly.

2. Slow page speed

Speed is a confirmed ranking factor and a major user-experience signal. According to Google’s guidance, pages taking more than three seconds to load can lose up to half of their visitors. Common causes of poor speed include oversized images, unminified scripts, unused CSS, and lack of caching.

Fix: Compress and resize images using next-gen formats like WebP. Minify CSS and JavaScript, enable HTTP/2 delivery, and implement browser caching. If possible, host static assets through a content delivery network (CDN). Test regularly with PageSpeed Insights and Core Web Vitals reports.

3. Duplicate content and poor canonicalisation

Duplicate or near-duplicate pages dilute ranking signals. It often happens when parameters, filters, or regional versions create multiple URLs for the same content. Without clear canonical tags, search engines might index all variations, splitting link equity.

Fix: Identify duplicate clusters using crawling tools and set <link rel=”canonical”> to the preferred version. Combine thin duplicates into stronger, consolidated pages. Keep your internal links consistent with canonical URLs. For large sites, review your canonical strategy quarterly or work with an experienced SEO Agency to monitor indexation at scale.

4. Improper use of robots.txt and noindex tags

Blocking the wrong directories or misusing noindex can de-index valuable pages. Conversely, leaving sensitive or duplicate content crawlable can waste resources.

Fix: Review your robots.txt file to confirm that only staging areas, admin folders, or duplicate URLs are disallowed. Use the noindex meta tag for temporary suppression instead of blocking crawlers entirely. Always test rules in Google Search Console’s robots.txt Tester before deployment.

5. Missing HTTPS or mixed content

Security is both a ranking factor and a user-trust signal. Sites still running on HTTP or serving mixed content risk being flagged as “Not Secure”. Modern browsers may block scripts or images loaded over HTTP, breaking key site elements.

Fix: Install an SSL certificate and force all pages to HTTPS via 301 redirects. Update internal links, canonical tags, and sitemaps to reflect the new protocol. Use Search Console’s Change of Address tool if moving an entire domain.

6. Poor mobile experience

Google indexes mobile versions first. A site that works perfectly on desktop but fails mobile usability tests will struggle in rankings. Common problems include overlapping elements, unresponsive design, and intrusive pop-ups.

Fix: Implement responsive design using flexible grids and fluid images. Check usability through the Mobile Friendly Test and Core Web Vitals. Remove interstitials that block key content and ensure buttons are large enough for touch navigation.

7. Unoptimised structured data

Structured data helps search engines understand your content and may unlock rich results. Many sites add schema incorrectly, with missing fields or mismatched item types, preventing Google from validating the markup.

Fix: Add schema for key entities such as products, reviews, FAQs, and organisation details. Validate code with Google’s Rich Results Test and Schema.org guidelines. Keep markup accurate and consistent with visible content.

8. Crawl budget waste

Large sites often consume their crawl budget on unimportant or duplicate URLs. This slows discovery of new content and delays index updates.

Fix: Reduce low-value URLs by improving internal linking and canonicalisation. Block parameter-based duplicates via robots.txt or Search Console’s URL Parameters tool. Submit an XML sitemap that includes only canonical, index-worthy pages.

9. Improper XML sitemap management

Sitemaps act as a blueprint for crawlers. Many websites list outdated or non-canonical URLs, which sends conflicting signals.

Fix: Keep your sitemap clean, current, and under 50 MB or 50 000 URLs per file. Include only pages with 200 status codes and index intent. Submit it in Search Console and reference it in robots.txt. Review logs regularly for crawl anomalies.

10. Ignoring analytics and monitoring

Even well-optimised sites degrade over time without monitoring. Server changes, CMS updates, or new plug-ins can reintroduce technical issues.

Fix: Set up regular audits with Google Analytics and Search Console. Watch for sudden drops in impressions or clicks, which may signal indexation or crawl problems. Maintain a dashboard tracking speed, index coverage, and structured-data validation.

Working with a Digital Marketing Agency

For most organisations, keeping up with technical SEO requires ongoing resources. Partnering with a reliable digital marketing agency ensures continuous auditing, structured reporting, and proactive fixes before they impact rankings. Agencies integrate technical checks with content and paid strategies, delivering consistent growth rather than reactive repairs.

Final thoughts

Technical SEO is the unseen engine that keeps your digital presence running. A small misconfiguration can reduce visibility across thousands of pages. By addressing broken links, improving speed, using HTTPS, and maintaining clean sitemaps, you build a strong foundation for all marketing activities. With disciplined processes and the guidance of an expert SEO Agency or digital marketing agency, your site can achieve long-term stability and higher visibility in search results.