Technical SEO sounds daunting but the fundamentals are straightforward. This guide explains what it is, why it matters, and the checks you can do on your own site right now.
Technical SEO refers to the behind-the-scenes aspects of your website that affect how Google finds, crawls, and indexes your pages. While content SEO is about what you say, technical SEO is about making sure Google can actually read it — and that your site works fast, clearly, and correctly.
For most EV charger installer websites, technical SEO issues are common and often invisible to the business owner. A site can look perfectly fine to a human visitor while having structural problems that prevent it from ranking well.
Think of your website as a shop. Content SEO is how good your products are and how well they're labelled. Technical SEO is whether the shop is actually open, the shelves are properly stocked, the lights work, and customers can find the door. Great products in a broken shop still don't sell.
Google uses page speed as a ranking factor — especially on mobile. A slow site frustrates visitors and signals poor quality. Use Google's free PageSpeed Insights tool (pagespeed.web.dev) to check your score. Common issues include oversized images, too many plugins on WordPress sites, and slow hosting. Most small installer sites should aim for a score above 60 on mobile.
The majority of local searches happen on mobile. If your site doesn't work well on a phone — small text, buttons too close together, content cut off — Google will penalise it in local rankings. Use Google's Mobile-Friendly Test to check your site takes just a minute and is free.
Your website URL should start with "https://" not "http://". If it doesn't, your site is flagged as insecure in Chrome (with a "Not secure" warning), and Google downgrades it in rankings. Most modern hosting providers offer free SSL certificates — contact yours if yours is missing.
Google needs to be able to find and index your pages. Type "site:yourwebsite.co.uk" into Google. If nothing comes up, your site may be accidentally blocking Google. Check your robots.txt file and confirm Google Search Console doesn't show any crawl errors. This is a free tool that every website owner should have set up.
Every broken link on your site is a small negative signal. Use a free tool like Screaming Frog (free for up to 500 URLs) or Google Search Console's Coverage report to find and fix broken links and redirects.
Schema markup is code you add to your website to explicitly tell Google what your business is, where it is, and what it does. For local businesses, adding LocalBusiness schema with your name, address, phone number, and service area can directly improve how you appear in search results. This is one of the more technical items on this list but has a measurable impact on local rankings.
If you only fix one thing, fix site speed on mobile. If you fix two things, add HTTPS and verify you're in Google Search Console. Everything else can follow.
Yes — but the scale varies. A simple WordPress site for a sole trader installer probably needs one technical audit to catch the most common issues, then basic maintenance from there. A larger multi-service company with hundreds of pages needs more regular attention. Either way, a technical audit before starting content work ensures your content efforts aren't undermined by structural problems.
We run a complete technical audit as part of onboarding on the Local builder plan. Find out exactly what's holding your site back.
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