Technical SEO is architecture, not a plugin

New website engineering is not a plugin you toggle on after the design is done. If search is a business channel, the templates, URLs, schema, and Core Web Vitals have to be treated as product requirements — the same way checkout is.

What “technical SEO” actually is

It is not keyword stuffing, and it is not a Yoast traffic light. It is whether Google can crawl the important URLs, understand what they are, render them quickly, and see a sane internal graph. That work lives in information architecture and in the theme. A plugin can emit a sitemap. It cannot rescue a page-builder DOM that weighs 4MB before the hero image.

What we put in every Coop & Codes build

• Semantic HTML and a heading outline a human can follow
• JSON-LD for organization, services, FAQs, products, or local business as appropriate
• Image compression and explicit dimensions so LCP is not a surprise
• XML sitemap, robots, and canonicals that match the live IA
• Internal links that reflect how a customer actually decides

If you are migrating, redirects are part of the same job. A beautiful redesign that 404s last year’s ranking URLs is an expensive way to donate traffic to competitors.

If you want this done on an existing WordPress or Shopify site, send the URL. We will tell you what is structural versus what is content.