Why we run a technical SEO audit before touching content strategy

It's tempting to jump straight to keyword research and content calendars — that's the visible, exciting part of SEO. But if the underlying site has crawl errors, slow Core Web Vitals, or broken internal linking, new content is competing with a technical handicap.

A technical audit answers a short list of questions: can search engines actually find and render every important page, is the site fast enough on mobile, and does the URL and heading structure make the site's topic hierarchy obvious.

Only once those are solid does keyword strategy compound the way it's supposed to — each new page reinforcing the ones around it instead of getting stuck behind a technical ceiling.