Technical SEO from a consultant who ships code.
I'm Miroslav Planansky. I handle technical SEO for Flashscore's betting section across 20+ markets and build in Next.js myself. Crawling, indexing, rendering and migrations, diagnosed in the data and fixed in the code. Remote, CET.
Free 15-minute intro call · no commitment
The foundation
What is technical SEO and why does it decide whether you rank?
Technical SEO is the optimization of your site's code, server and architecture so search engines can crawl, render and index it without friction. It covers indexation, site speed, URL structure, structured data and JavaScript rendering. It's the layer underneath your content, and the one most often skipped.
Every page goes through the same pipeline before it can rank: Google has to crawl it, render it and index it. A failure at any of the three stages means the page effectively doesn't exist in search, no matter how good the content is. That's why I fix the technical layer first, before touching content or links.
01
Crawling
Googlebot has to reach the page. Robots.txt, status codes, internal links and crawl budget decide whether it does, and how often.
02
Rendering
Google has to see the final content. On JavaScript sites this is a separate step, and the one where things break most often.
03
Indexing
Google has to keep the page in its index. Canonicals, duplicates and quality signals decide whether it stays there.
Audit scope
What does a technical SEO audit cover?
A technical SEO audit covers crawling and indexation, site architecture, redirects, Core Web Vitals, structured data, and log file plus Search Console analysis. Any of these areas can quietly hold a site back while the content looks fine.
01
Crawling & indexation
Robots.txt, sitemaps, canonical URLs, status codes, index directives and crawl budget. Google should see what matters and skip what doesn't.
02
Architecture & internal linking
URL structure, click depth and internal links. Good architecture routes authority to the pages that earn revenue.
03
Redirects
Chains, loops, redirects pointing at 404s and equity lost in past migrations. Old URLs often still carry links worth recovering.
04
Performance & Core Web Vitals
LCP, INP and CLS on mobile and desktop. Slow pages hurt user experience, and on large sites they eat into crawl budget.
05
Structured data
Schema.org markup that tells search engines what each page is. It opens the door to rich results and helps machines parse your content.
06
Log file & GSC analysis
Server logs and Search Console reports show how Googlebot actually spends its time on your site, which is often far from what you'd expect.
The deliverable is a technical brief for your developers, ranked by impact and ready to paste into tickets. I work with Screaming Frog, Google Search Console, GA4 and DataForSEO, plus my own Python scripts for the repetitive parts.
JavaScript sites
Does Google see your JavaScript content?
On JavaScript sites (Next.js, React, Vue), Google has to render the page before it can index the content, and that extra step is where SEO most often breaks. When key text, links or metadata only appear client-side, Google may process them late or miss them entirely.
This is my home turf. I build in Next.js, this site runs on it, and I tune rendering strategy, metadata generation and JavaScript indexation directly in the code.
Migrations
How do you migrate a site without losing traffic?
A migration keeps its organic traffic when every old URL is mapped to its closest new equivalent, 301-redirected before launch, and monitored in Search Console after. Redesigns and replatforming projects that skip this routinely lose rankings, and some of that visibility never comes back.
The hardest part at scale is the redirect map. For that I wrote a Python + BERT tool that matches old URLs to new ones by semantic similarity, which makes mapping large URL sets faster and more accurate than doing it by hand. The rest is process: a crawl of the staging site before launch, the redirect map verified, and indexation watched closely in the weeks after.
Planning a migration?
The cheapest time to involve SEO is before launch.
A pre-launch review costs hours. Recovering rankings after a botched migration costs months. The intro call is free.
Pricing
How much does a technical SEO audit cost?
A technical SEO audit starts at €900 and scales with site size and depth. My rates are public, so you don't have to ask and I don't have to defend them.
Technical SEO audit
from €900
one-off · scales with site size
Full audit of crawling, indexation, architecture, performance, structured data and rendering. Output: a developer brief ranked by impact.
Technical consulting
from €100
/ hour
Migration reviews, rendering questions, second opinions on dev decisions. No mandatory package; I review your site before the call.
Enterprise advisory
€150+
/ hour
For in-house SEO and dev teams that need a senior outside view. Workshops, prioritization and knowledge transfer.
I quote the final audit price after the free 15-minute intro call, once I've seen the site. For broader SEO engagements beyond the technical layer, see SEO consulting.
Why me
Why technical SEO with me
I do technical SEO daily on a site spanning 20+ markets and I write production code myself, so I understand both the recommendations and what implementing them takes. The advice comes from running large sites and shipping my own, with six years in SEO and ten in marketing behind it.
Livesport & Flashscore
I handle technical SEO for Flashscore's betting section across 20+ markets: UK, Brazil, Italy, France, Poland and more. Crawling, indexation and rendering at a scale where every mistake multiplies.
Builder, this site included
Next.js is my main stack and the site you're reading runs on it. Rendering, metadata, sitemaps and performance are things I ship in code, not just flag in a report.
Own tooling in Python
For repetitive technical work, like redirect mapping during migrations, I use my own Python scripts, including the Python + BERT redirect mapper. Faster and more precise than manual work.
Before Livesport: three years as SEO manager at XTB (2022–2025), regulated fintech where technical mistakes carry compliance consequences on top of ranking ones.
FAQ
Common
questions.
6 questions
What does a technical SEO audit include?+
Crawling and indexation (robots.txt, sitemaps, canonicals, status codes, crawl budget), site architecture and internal linking, redirects, Core Web Vitals, structured data, JavaScript rendering, and log file plus Search Console analysis. The deliverable is a technical brief for your developers, ranked by impact, with each finding explained so the ticket makes sense without me in the room.
How long does a technical SEO audit take?+
It depends on site size and crawl depth. Smaller sites are faster; large multi-market sites take longer because log analysis and rendering checks scale with the number of templates. I confirm the timeline on the intro call once I've seen the site.
Do I need ongoing SEO work after the audit?+
Not necessarily. The audit ends with a brief your developers can implement on their own. What I do recommend is a follow-up check a few weeks after deployment to verify what shipped and how Google responded. If you want continuity beyond that, I take on retainers from €100 per hour.
What tools do you use?+
Screaming Frog for crawling, Google Search Console and GA4 for index and traffic data, DataForSEO for SERP data, plus my own Python scripts for repetitive jobs, including a Python + BERT tool that maps redirects for migrations. Tools gather the evidence; the prioritization is the part you're paying for.
How do you work with our developers?+
I write findings as tickets: what to change, where, why it matters and how to verify it shipped correctly. Your team can paste them straight into Jira or Linear. I build in Next.js myself, so the briefs respect how modern stacks work, and I'm available async for questions during implementation.
How much does technical SEO cost?+
A technical SEO audit starts at €900 and scales with site size and depth. Consulting runs from €100 per hour, and enterprise advisory for in-house teams starts at €150 per hour. The 15-minute intro call is free.
Start with the foundation
Find out what's technically holding your site back.
In 15 minutes I'll look at your site, tell you whether a technical audit makes sense and what it would focus on. The call is free, no commitment.
Book a consultationplanansky.miroslav@gmail.com