Within the field of Search Engine Optimisation (SEO), multiple disciplines target different areas of a website’s performance. Content SEO is primarily focused on the production of original and valuable content designed to rank highly. So, what is technical SEO?
Technical SEO encompasses a wide range of tasks that significantly impact search rankings. Some key areas of technical SEO include:
Keep reading to explore the critical aspects of technical SEO.
Technical SEO involves various tasks that, when carried out correctly, can have a significant impact on a website’s performance in a Search Engine’s Results Page (SERP). Below are some key areas that SEO professionals focus on.
For a website to rank highly, search engines must crawl and index its URLs. A search engine such as Google crawls a website using a spider, which discovers the URLs contained on that website. When URLs are discovered, they are added to the search engine’s index. Carrying out a search is essentially browsing the index of a search engine. To improve the technical SEO of your website, the process of crawling and indexing must be considered when optimising content, and evaluating website structure and navigation.
Find out more in one of our detailed blogs on crawling and indexing:
Redirects are a fundamental aspect of technical SEO, and typically involve pointing users and search engines away from an old URL to a new one. This could be done for a number of reasons, such as if you are migrating to a new website, you will need to implement redirects for all the URLs on the old website that are changing. This will preserve the SEO value of your old URLs and point both users and search engines to your new content.
Find out more about redirects by reading one of our detailed blogs:
A key focus for websites that are in multiple languages is hreflang tags or ‘attributes’, which are used to specify the language and geographical targeting of a website or page. By specifying this information to a search engine, you can ensure that the most suitable version is served to the correct users.
Find out more about hreflang tags by reading our detailed:
For SEO campaigns, a vital component of a successful strategy employs the use of a suitable tracking program. Google Analytics is a free tracking platform which is often favoured by digital marketers, as there is a plethora of data to be collected from users that visit your website. To enhance your Analytics data, you can use a tool like Google Tag Manager to set up enhanced events that are unique to your business. This allows you to make informed decisions depending on how users are interacting with your content.
Find out more about Google Analytics and Google Tag Manager by reading one of our detailed blogs:
Structured data, commonly found in the form of schema, is a standardised format of information that can be added to your website and helps to improve a search engine’s interpretation of your content. For example, schema can be used to signify on-page FAQs, product reviews, business address and much more. Structured data can be added using Google Tag Manager, or by editing your website’s HTML.
Find out more about structured data by reading one of our detailed blogs:
Producing and relocating to a new website can be a major task for any business. To ensure the new website retains the old website’s SEO value, an SEO migration must be completed. A successful migration will ensure that all rankings, authority, and indexing signals are preserved so that website visibility is not lost. To achieve this, there are a number of technical SEO techniques you will need to have experience with, including redirects and redirect mappings.
Find out more about website migrations by reading our detailed blog: How Can I Migrate My Website Without Losing SEO?
As we know, a search engine must crawl and index a website to provide accurate rankings for each URL. The way that a website is structured has a significant impact on this process, and will ultimately determine how quickly and easily a crawler can navigate each page. By evaluating and refining your website’s structure, the hierarchy of pages can be simplified, and put into a more logical order. This will help to speed up the crawl process and reduce crawl budget utilisation.
Find out more about how website structure affects SEO by reading our detailed blog: Is Site Structure Important for SEO?
Most URLs on your website will likely be static. However, there may be some pages that are dynamic. This just means that as a user interacts with a page using a dynamic URL, the URL parameters can change. Dynamic URLs can cause issues for SEO, as they can create duplicate content, are less user-friendly, and can negatively impact a website’s backlink profile. The advantages of using dynamic URLs include:
Learn more about dynamic URLs by reading our dedicated article: Are Dynamic URLs Bad for SEO?
A canonical tag is a way of telling a search engine which URL it should prioritise for indexing. For example, if two pages have similar content but you want page A to rank above page B, you can canonicalise page B to page A. This will tell a search engine which page represents the master copy of a page, and the preferred page for indexing.
Read more about canonical tags by reading one of our detailed articles:
In simple terms, a robots.txt file simply tells a search crawler which URLs on your website it can access. This can help to reduce your website being overloaded by requests. The robots.txt file should not be used to specify which pages should not be indexed, however, which can be done using noindex tags.
Learn more about Robots.txt by reading our detailed blog.
Another key aspect of technical SEO is having familiarity with sitemaps. Sitemaps are files that detail all URLs on a website, including any images, videos, and other files and the relationship between them. These lists help search engines to crawl and index all the content on your website, and understand the hierarchy. Sitemaps can be in a number of formats, but the most common is an XML sitemap.
Find out more about sitemaps by reading one of our detailed blogs:
The performance of your website is a core ranking factor for Google. By auditing your website’s speed and performance, you can identify technical areas that require improvement. Making changes to your website that improve its performance not only enhances user experience, but can also help you to achieve higher rankings. To run a quick test of your website’s speed, try using Google’s PageSpeed Insights.
Learn more about how to audit your site speed performance by clicking here.
When acquiring backlinks for your website, it is likely that you will encounter both ‘follow’ and ‘nofollow’ links. A link with the ‘follow’ attribute essentially means that link equity is passed from the referring domain to the source, helping to enhance authority. A link with the ‘nofollow’ attribute, on the other hand, does not pass link equity.
Read more about the difference between follow and nofollow links by clicking here.
At Wildcat Digital, our team is proficient in all aspects of technical SEO that can provide your website with the boost it needs to reach higher rankings. Contact us today to find out more, and arrange a free consultation for SEO services.
Senior SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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