Technical SEO with Topdog

  • Structured, well-organised technical SEO delivery
  • Clear, measurable goals
  • A proven, shared process with your tech team
  • Agile methods tailored to your situation
  • Automated, scalable implementation
  • AI-driven solutions

Contact us today

Rating Rating Rating Rating Rating 5.0 / 5.0

60 kundomdömen

Do you need help with Technical Search Engine Optimization?

  • Contact us

    Contact us for more information about technical SEO.

  • Meeting

    We'll schedule a meeting & discuss how we can help you.

  • Analysis

    We perform a technical SEO analysis based on your unique situation.

  • Offer

    We provide a project & cost proposal.

Technical SEO is one of the disciplines Topdog does best. On this page you will find an overview of the challenges involved, the processes you need to tackle technical issues and succeed, and how Topdog approaches technical SEO.

What is technical SEO?

Technical SEO is search engine optimization focused on the technical side of your website. The goal is to make it as easy as possible for Google to find, crawl, index and understand the content on your site. In practice, that covers things like how the site is built, how quickly it loads, how internal links work and whether your most important pages can be indexed correctly.

Technical SEO is easy to overlook when the focus falls on content and links, but without a solid technical foundation it is hard to get the full benefit of SEO. For e-commerce businesses it matters even more. Large product ranges need the structure, UX and technology that help Google understand and surface the right products in the search results. It is also a question of efficiency: technology and UX are what let you manage a large product range at scale.

Technical SEO – an essential part of search engine optimization

Think of technical SEO as the foundation everything else rests on. When a site is technically optimized, you create the conditions for its pages, blog posts and other content to rank.

“Technical SEO is the framework that content – the products – lives within. Skipping it is like setting off for a run with your laces untied. You will simply trip on your way to the top.”

– Christian Rudolf, CEO of Topdog

Technical search engine optimization is essentially about clearing away every technical obstacle in the way, so the site’s content can reach its full potential and rank highly in Google.

A technical SEO agency – why companies choose Topdog

Topdog is a specialist technical SEO agency with deep expertise in web technology, indexing and delivery. Our consultants have more than 10 years’ experience running technical SEO projects alongside development teams.

What sets us apart from many agencies is simple: we don’t just hand over an analysis – we make sure the improvements actually get done and deliver results in Google.

Why clients choose Topdog:

  • Senior technical expertise – you work directly with the expert, not an intermediary
  • A clear delivery process that creates lasting gains in visibility
  • Agile collaboration with developers through sprints, Jira or Trello
  • Automation and scalability – we use technology to build greater, more relevant visibility
  • Knowledge transfer – your team grows stronger by doing SEO alongside us

Projects instead of retainers

At Topdog you work in clearly defined projects with measurable goals and a clear endpoint once the results are in – not open-ended retainer subscriptions.

Why is technical SEO so important in 2026?

You could have the best content in the world and still never rank well if your technical SEO has serious shortcomings. At the most basic level, Google and other search engines have to be able to index your site in the first place. And even once you can confirm the site appears in the search results, that is only the start. From there it is a contest between your website and a great many other resources on the web, all competing to reach the top. Google uses over 200 ranking factors, and many of them tie directly into technical search optimization.

Picture a website that:

  • Loads at lightning speed
  • Works easily on mobile
  • Is completely secure for users
  • Has no duplicate content

Get that right and you hold a clear advantage over much of the competition.

Search engine optimization is one big contest in which every improvement contributes to better rankings – and technical SEO is a crucial piece of the puzzle.

Do you really need technical search engine optimization?

Every website that wants to rank in Google needs technical search engine optimization. The trouble is, not everyone realises just how important it is.

If you are not aware of a problem, you cannot fix it – and a site with technical shortcomings only gets worse over time as it grows. Technical debt builds up steadily on almost every website.

At Topdog, we see technical search engine optimization as far more than “just” fixing technical errors. For us, it is a strategic discipline. We use technology and SEO to give you more competitive advantages and to scale your business in Google.

That makes technical SEO decisive for your ability to grow – both in visitor numbers and in sales. It matters all the more if you plan to grow the site through automation and well-developed processes. Once the technical pieces are in place, the site can grow without obstacles.

Technical SEO – especially important for e-commerce

Every site should invest in technical SEO, but it is especially important for online shops. Technical SEO is what gets an e-commerce site’s core content – products and categories – to the top of Google. You cannot do it by hand when you run an e-commerce business. For an online retailer, 90% of SEO comes down to technical work.

The real problem with technical search engine optimization

Technical SEO is hard. No surprise, then, that plenty of tools have appeared to help with it. SEMrush, Ahrefs, Screaming Frog and Majestic might ring a bell – and there are many more. These tools make technical search engine optimization look simple. Appearances are deceptive.

What we at Topdog know is that running standardised systems and fixing the odd error here and there is rarely enough. To genuinely succeed with technical SEO, you need three things:

  1. An understanding of the target audience and how it searches.
  2. An understanding of how web technology interacts with Google.
  3. A process for delivering technical work.

It is the delivery, above all, that usually causes problems. The technology has countless moving parts, and you have to keep control of every one of them for the whole to function and for your site to reach the top – not simply stare at the data a tool spits out.

Small technical errors often sink large SEO projects

In our experience, it is also common for one fix to break something else on the site. Most technical departments in Sweden have weak testing and QA processes. In other words, they lack the routines to make sure nothing breaks when technical improvements go live.

That is exactly where SEO runs into trouble. It is probably one reason so many business leaders are sceptical about technical SEO and want to work on content alone: they have already seen how badly it can go. The mistake is in the conclusion they draw, rather than understanding why it went wrong in the first place.

How does Topdog do technical SEO?

Engaging Topdog for your technical search engine optimization means choosing an SEO agency with a clear delivery process that works hand in hand with your technical department or technology supplier. We are involved at every stage, from planning through delivery to quality assurance.

Topdog uses a two-step process for technical SEO:

  1. Technical planning and review (SEO audit)
  2. Delivery of technical improvements through an agile process

Technical SEO analysis (SEO audit) – how it works

A technical SEO analysis is a review of the technical obstacles affecting your site’s visibility in Google.

The aim is to find the errors and improvements that will help the site be crawled, indexed and ranked better.

In a technical SEO audit we analyse, among other things:

  • indexing and crawlability
  • load time and Core Web Vitals
  • internal linking and site structure
  • redirect chains, 404s and server errors
  • duplicate content and canonicals
  • e-commerce filters and faceted navigation
  • sitemap and robots.txt

After the review you receive a prioritised action plan that drops straight into Jira, Trello or your existing project workflow. From there we can plan the delivery project together, with Topdog owning the technical SEO problem.

Technical SEO optimization – we get the improvements done

A technical SEO analysis is only the beginning. The real value comes once the improvements are implemented correctly on your website. This is where so many technical SEO projects stall: the actions sit in a report but never get done – or changes go live without being properly tested. That is why, at Topdog, we work not only on strategy but on technical SEO optimization in practice, alongside your development team.

Here is how we deliver technical SEO optimization:

  • We prioritise the actions together with you
  • Tasks go into Jira, Trello or your existing workflow
  • We work iteratively in sprints (often 2 weeks)
  • Our SEO consultants support your developers throughout
  • Changes are quality-assured before and after launch

Testing and QA – the most underrated part of technical SEO

A crucial part of technical SEO is not about finding errors at all – it is about making sure the fixes don’t create new ones. On average, around 20% of all technical SEO implementations contain serious mistakes that only come to light during testing and QA.

That might mean:

  • important pages suddenly blocked from indexing
  • canonicals changed incorrectly
  • internal links broken
  • filters creating duplication
  • performance dropping after launch
  • poor, inefficient code

Almost no one talks about this. For us, though, it is often the difference between a successful SEO project and expensive technical debt.

“The biggest SEO problems don’t arise in the analysis – they arise in the implementation. That is why testing and QA is one of the most important parts of Topdog’s technical SEO work.”

– Christian Rudolf, CEO of Topdog

A technical foundation that holds as you grow

The result of technical SEO optimization is not just better rankings, but a website that can grow in Google without technical obstacles holding the business back.

Topdog’s expertise in technical SEO

What defines our expertise is not the analysis alone, but our ability to get improvements over the line – we probably ship more technical updates than any other agency in the industry. We combine almost 20 years of experience with a team of senior specialists to handle technical challenges on deceptively complex sites.

Business value and quality assurance at the centre

We help decision-makers prioritise the actions that make the biggest difference to the business. Rather than simply delivering reports, we work in an agile way alongside your developers in tools such as Jira or Trello to make sure improvements are actually implemented.

We follow the work through with thorough testing and ongoing monitoring. Systematic quality assurance (QA) is central to what we do, ensuring the changes work as intended and that your investment delivers its full effect.

Our goal is to shift the focus from traditional rankings to measurable performance marketing. We build a technical foundation that improves the user experience and drives real conversions.

Professional tips for technical SEO

Technical SEO is not just about knowing what needs improving. Knowing how to improve the site through technical search engine optimization matters at least as much.

We do all technical SEO with a project methodology

This is where we differ from many firms doing Google optimization. At Topdog, we work with an agile project methodology, which lets us work closely with your technical department so your technical SEO can be carried out systematically and meticulously.

Our methodology pays off over the long term – something you rarely get from a freelance SEO consultant who might just “tick off” the most urgent tasks with neither proper analysis nor careful implementation.

The methodology matters in its own right, because it ensures your technical SEO actually happens, that the result is robust, and that it holds up over time.

Our experts work alongside yours

We have a strong team of experts covering a wide range of skills. Topdog has a genuine grasp of both technical search engine optimization and every other area of SEO – it is all connected.

Through regular meetings with you, we make sure every part of technical SEO is covered and launched.

To support the work we use project management tools such as Trello, Jira, Favro and Asana. We are flexible here and can usually adapt to the programmes you already use.

Once we have established a process for your technical search engine optimization together, it will most likely carry on for years, even after the assignment ends – precisely because you have been involved the whole way.

Our clients

Anticimex, logga
Care of Carl logga
Zensum logga
Danske Bank logga
Lannebo logga
Postnords logga

Why should you engage Topdog for technical SEO?

At Topdog we offer:

  • Clear, reassuring processes
  • Clear technical project planning
  • Delivery with you that leads to results
  • A genuine interest in you as a client
  • An approach tailored to your situation
  • A fit with your technical department
Varför anlita Topdog

Reviews

Lämna omdöme

FAQ: Technical Search Engine Optimization

  • Who needs technical SEO?

    Every website needs technical SEO. Practically every site that hasn't had a technical review has numerous technical errors that cause problems for Google. On top of that, almost any website can gain a competitive advantage over other sites by improving its technical infrastructure.

  • When should you do technical search engine optimization?

    You can do technical search engine optimization at any time. If you've never optimized your website, it's best to do it as soon as possible, provided the resources are available.

  • What does technical SEO cost?

    The cost of technical SEO depends on factors such as the size of the website, how complex its structure is, and how extensive the work needed to get it in good shape is. At Topdog, we usually work with larger websites, and our technical projects typically range from SEK 100,000–500,000. In addition to that, there are the technical resources you'll need to allocate to implement the changes.

  • How important is technical SEO?

    Technical SEO is very important because it lays the foundation for all other search engine optimization. Without technical search engine optimization, a website will never reach its full potential and, in the worst case, will forever suffer from poorer rankings.

  • How is technical SEO done best?

    At Topdog, we believe technical SEO is done best by working with agile methodology and focusing on actually implementing the changes that need to be made. We work closely and collaboratively with your tech department to ensure the technical search engine optimization actually happens and is carried out correctly.

  • Is technical SEO really necessary?

    Yes, absolutely. Technical SEO is how you ensure there are no technical errors preventing the site from ranking well in Google. It also creates better conditions for the site to develop and grow in the future.

  • Couldn't you just buy an SEO tool and test your site instead?

    No. These tools provide a very limited picture of the technical problems with your site, and they never account for the specific technical SEO requirements needed to tailor the website to your target audience. On top of that, they can never actually implement the changes needed in practice.

  • What are the most common mistakes in technical SEO?

    One common mistake is believing that technical SEO or SEO audit software solves the problems. However, these miss the crucial aspect of how the improvements should be implemented within your organization. Another common mistake is relying on your technical organization. They may be good at technology, but they aren't experts in ranking, traffic, or conversions.

  • What's included in a technical SEO analysis?

    A technical SEO analysis (SEO audit) is a review of a website's technical obstacles that affect ranking in Google. It includes things like indexing, speed, internal linking, duplication, and technical errors such as 404s or redirect chains.

  • What's the difference between a technical SEO analysis and technical SEO optimization?

    The analysis identifies the problems. The optimization means the improvements are actually implemented and quality-assured together with the development team.

  • Why are testing and QA so important in technical SEO?

    Because technical changes can often create new problems at launch. In our experience, around 20% of serious SEO errors are only discovered during testing and QA, which makes quality assurance crucial for long-term results.

  • What role does the decision-maker play in quality-assuring an SEO project?

    As a decision-maker, you should require systematic testing and clear instructions for how each technical function is to be evaluated before it goes live.

  • What is the future of SEO and measurement for decision-makers?

    The focus is shifting from keyword ranking to performance marketing, where commercial clicks and conversions are measured. The goal is to deliver a positive user experience that technical optimization must support in order to remain relevant in the future.

  • How long does a technical SEO project take?

    It depends on the size and complexity of the website. Many projects are carried out iteratively in sprints over 3–6 months, where actions are prioritized step by step to deliver impact quickly.

  • Does an e-commerce site need technical SEO?

    Yes — e-commerce is one of the most technically intensive forms of SEO. Filters, categories, internal links, and large product ranges require a strong technical foundation for Google to be able to index and rank the right products.

  • What does technical SEO mean from a leadership perspective?

    As a decision-maker, your role is to prioritize resources strategically — that is, what should be done and in what order to maximize business value. It's important to understand that SEO is not based on universal "best practices." What matters most always depends on the company's specific situation, challenges, and circumstances.

  • Why is "cleanup" important for content sites in B2B?

    On content-heavy sites, technical SEO often takes the form of cleanup, where you fix basic errors such as sitemaps and faulty redirects. While content and UX often generate value faster, this cleanup builds the necessary foundation for the site to function in general.

  • Why should you avoid only chasing "low-hanging fruit"?

    Low-hanging fruit often has low value, while the biggest business gains lie in the complex tasks that competitors tend to ignore. It's more productive to prioritize where the actual value is greatest, regardless of whether the task is difficult or resource-intensive.

  • How do you measure ROI on technical SEO projects?

    Technical SEO is a hygiene factor, much like a lock on a door, which makes the ROI of individual fixes hard to calculate precisely. Instead of evaluating single actions, you should package the efforts and evaluate their combined effect over time.

  • How do I create an effective business case for SEO resources?

    Avoid technical terms and focus on a clear story, an overview of the actions, and an estimate of the expected impact. A complete plan should also include a clear timeline and a description of both internal and external resource needs.

  • What's included in a technical SEO analysis?

    A technical SEO analysis from Topdog covers indexing and crawlability, Core Web Vitals, internal link structure, canonicals and duplicate content, redirect chains, sitemap and robots.txt, and schema markup and structured data. The result is a prioritized action list — not just a report of errors.

  • What's the difference between technical SEO and on-page SEO?

    On-page SEO is about the content on the page — headings, copy, keywords, metadata. Technical SEO is about how the site is built and how search engines interact with it. Both are necessary, but technical SEO is the foundation. Without a technical foundation, on-page work doesn't fully take effect.

  • Can Topdog help with technical SEO migration?

    Yes. We analyze the staging site, create a complete redirect plan, and quality-assure that search engines can find the migrated content. We've led over 50 migrations and know where things tend to go wrong.

  • How does technical SEO work for AI and AI Overviews?

    AI tools like Google AI Overviews, ChatGPT, and Perplexity choose which sites to cite based on technical signals: structured data, clear page hierarchy, fast loading, and well-structured content. Technical SEO for AI is about making your information instantly accessible and machine-readable — schema markup is the key.