Technical SEO

How we think about this

The useful discipline here is to separate removing a cap from adding a capability. Removing a cap is fast and provable: a template that was not rendering now renders, and the pages that were invisible appear within a crawl cycle. Adding a capability is slow and compounding, and it is the wrong thing to start with when a cap is still in place. Most technical audits fail because they list forty items without saying which two are actually holding the site down.

Field data settles most arguments. Lab scores describe a simulated device on a simulated connection; field data describes the devices your buyers actually hold. When the two disagree, the field data is the one that matches revenue. The pieces here lean on that distinction repeatedly, because the alternative is optimising a number nobody experiences.