Rankings are earned with content and authority - and lost with crawl waste, index bloat and slow templates. This is the hygiene pass run on every new engagement.
Crawl and indexation
- One canonical version of the site - https, one host, one trailing-slash rule.
- XML sitemap contains only canonical, indexable URLs.
- robots.txt not blocking money pages.
- Faceted and filter URLs controlled - not thousands of thin variants in the index.
- 404s and redirect chains cleaned up.
Speed
- LCP under 2.5s on mobile for money templates.
- Images compressed, sized and lazy-loaded.
- Apps and scripts audited quarterly - the silent Shopify speed killer.
Structured data
- Product, Offer and Review schema on product pages.
- Organization or Person schema sitewide.
- FAQ schema mirrors visible FAQs only.
- Validated in Search Console, not just a testing tool.
Architecture
- Collections match how buyers actually search.
- Internal links run from money pages to supporting content and back.
- Breadcrumbs on every deep page.
- No orphan pages.