Expertise
Technical SEO
Technical audits, site migrations and Core Web Vitals work that keeps search visibility intact while a site keeps changing underneath it.
Most technical SEO problems don't show up as a single broken page — they show up as a slow bleed in impressions, or a sudden drop after a release. As the sole in-house SEO specialist across a portfolio of casino and sportsbook properties, I run full technical audits and recurring crawls to catch issues before they compound: crawlability, indexation, hreflang, Core Web Vitals and schema.
One recurring audit surfaced 8 critical issues across a set of live properties, spanning crawlability, indexation, hreflang and Core Web Vitals — each one validated again after the fix shipped, since a technical fix that isn't checked against the live release isn't actually fixed.
When three brands lost indexation and rankings suddenly, the fix wasn't one thing — it was empty CMS SEO tags, incorrect canonicals, and a weakened backlink profile, all addressed together. Recovery took 3–5 weeks.
Site migrations and domain rollovers are the other place technical SEO usually breaks quietly. I've run domain rollovers by defining the SEO-tag and canonical requirements upfront with Product and the development team, so search visibility survives the change instead of resetting.