Technical SEO

A stronger base for every page.

Crawling, speed, mobile use, schema and redirects. It's one of the three foundations under the Cube30 steps, and it gets checked before anything new is written.

Book a FREE Strategy Call

A good page feels effortless.

The visitor’s experience

Main content

The answer
arrives first.

LCP: when the main content appears.

Choose a part of the experience.

Technical SEO is more than schema

Technical SEO checks whether search engines can reach, render and understand your pages, and whether visitors can use them. It covers speed, Core Web Vitals, mobile use, structured data, canonical tags, language annotations, redirects, sitemaps and robots.txt.

Schema can make a page's meaning clearer, but it can't make up for a slow site or pages Google can't reach. The order of fixes depends on what your audit finds, not a fixed checklist.

It's one of the three foundations under the Cube30 process, alongside site structure and the pages themselves.

Label the facts, not a promised result

Which structured data belongs on this page?

Schema is code that labels your pages for search engines. It gives Google an explicit clue about what a page is. It doesn't guarantee a rich result (the extra detail Google sometimes shows under a listing) or a ranking, and every field has to match what's visible on the page.

LegalService
On practice pages, describing the service, the firm and the area served, when those details appear on the page.
Person
For the real individual described by the bio, with verified name, role and professional links. Schema.org has deprecated Attorney in favor of LegalService for the business.
LocalBusiness
For an eligible physical business location, with accurate name, address, phone, hours and other applicable details. LegalService is a more specific LocalBusiness type for the legal business.
Questions and answers
Keep useful questions and answers visible for readers. Google no longer displays FAQ rich results; FAQ markup is not a search-feature promise.
BreadcrumbList
Mirrors where the page sits in your site, which helps Google understand its place.
Article
On blog posts: author, publisher, published date and modified date. Change the modified date only when the article really changes.

See Schema.org’s Attorney deprecation and Google’s FAQ-rich-result removal.

Core Web Vitals measure real visits

Core Web Vitals are Google's three measures of how a page feels to real visitors. LCP is how fast the main content loads. INP is how quickly the page responds to a tap. CLS is how much the page jumps around while it loads.

Google’s good thresholds are judged at the 75th percentile of recorded visits, separately for mobile and desktop. Lab tests help investigate a problem but do not replace field data. Core Web Vitals support page experience; a good score does not guarantee a ranking. Compress oversized images, delay work that is not needed immediately and reserve space for late content. Measure the failing experience again after the fix.

Google explains how Core Web Vitals are assessed.

The mobile page needs the same substance

Google uses the mobile version of a site’s content for indexing and ranking. Keep the meaningful content, headings, images and structured data available on the phone version.

Most law firm sites pass a basic mobile test and fail the harder one. Can someone use the call button, the form and the attorney bio with one thumb on a small screen? Click-to-call should be visible without scrolling. Forms should fit without sideways scrolling. Text should be readable without zooming. Website conversion covers what happens after the tap.

Language tags send each visitor the right version

This matters most for immigration practices. If your site has English and Spanish versions, hreflang tags tell Google which version to show which searcher.

Each equivalent language page should identify itself and the other versions, with reciprocal annotations. Use accurate language codes and fully qualified URLs. An x-default annotation is useful for a fallback page, rather than compulsory for every site. Cross-domain versions can be valid when they are genuine equivalents. See Google’s language-version guidance and immigration lawyer SEO.

Every old address needs a new home

Most law firm sites have been around for years and have changed addresses along the way. A page that once lived at /personal-injury may now live at /personal-injury-lawyer. The old address might show an error, redirect temporarily, or bounce through several addresses before it lands.

For a moved or merged page, use a permanent redirect to the most relevant replacement and avoid unnecessary chains. A retired page without an appropriate replacement can return a proper 404 or 410; sending every missing page to the home page is not a useful mapping plan. Keep redirects under review as the site changes. This belongs alongside content mapping.

What you get on technical SEO

Technical audit

Schema gaps, Core Web Vitals, mobile issues, language tag errors, redirects, the sitemap and robots.txt.

Prioritized fix list

Fails first, partials next, then refine.

Schema

Added and checked for each page type.

Speed work

Fixes aimed at the failing Core Web Vitals, then measured again.

Mobile fixes

Rebuilt where the phone experience gets in the way.

Redirect cleanup

Moved pages directed to relevant replacements; retired pages handled appropriately.

Quarterly re-check

New technical problems caught as the site changes.

Before you make the plan.

Will schema get us rich results?

It isn't guaranteed. Schema gives Google a clear description of the page, and whether a rich result shows is Google's call.

Do we need a new website to fix technical SEO?

Usually not. Most fixes happen on the site you have. If the audit shows the site itself is the barrier, we'll say so plainly. See websites.

How do you know a fix worked?

We verify the corrected page, repeat the relevant diagnostic and compare field data when enough visits have been recorded. The report keeps technical checks separate from inquiry and case outcomes.

The next useful question.

See how this work connects to the rest of your plan.

The 30-point audit Reporting Content inventory Page architecture

Start with your firm

What is getting in the way?

We’ll look at how your website loads, how its pages can be reached and what a visitor experiences on a phone. Fixes begin with the evidence.