Technical SEO

Technical SEO covers the infrastructure side of search visibility: how sites are crawled, rendered, indexed, and understood by search engines. It spans site architecture, page speed, structured data, canonicalization, internal linking, JavaScript rendering, sitemaps, and robots directives. These foundations determine whether strong content can be found at all.

Why it matters now

Search is changing faster than it has in years. AI-generated answers increasingly sit above traditional results, and many site owners are finding that stable rankings no longer guarantee stable traffic. Summaries absorb clicks that once went to websites, and the sources those summaries cite are shifting, with community forums and video platforms often gaining ground over brand-owned pages. Meanwhile, new labels such as answer engine optimization and generative engine optimization have spawned a wave of tools and vendors, even as Google maintains that the fundamentals of good SEO still apply. How AI systems choose what to cite, and whether publishers get compensated for it, are becoming central strategic questions.

What you'll find here

This hub tracks developments that affect how sites are discovered and surfaced, including:

• AI search and answer engines: how AI results change visibility, citation patterns, and click-through behavior
• Search engine guidance: official statements, documentation updates, and algorithm changes
• Measurement: research on the widening gap between rankings and actual visits
• Tools and platforms: the evolving martech landscape for optimization and monitoring
• Publisher economics: licensing, compensation, and emerging business models around AI citations
• Core practices: crawling, indexing, structured data, and performance

Whether you manage a large site or advise clients, coverage here focuses on what's changing and what it means in practice.