SEO · Analytics · Growth Engineering
Fixing the technical layer behind discoverability and measurement
The engineering that lets search engines and analytics platforms understand a product correctly — metadata, indexation, structure and conversion measurement.
Technical SEO
Multilingual and canonical structure
Migration and redirects
Analytics implementation
Conversion measurement
Why this is a case study
A delivered product that search engines cannot interpret and analytics cannot measure is only partly delivered. This work runs across engagements rather than belonging to one, and it is the part most often assumed to be somebody else's responsibility.
It is engineering rather than marketing. Canonical structure, language targeting, redirect behaviour and event firing are implementation details, and they are decided correctly or incorrectly at build time.
Discoverability
The recurring work: unique titles and descriptions generated from the content model rather than typed twice, canonical URLs that resolve the duplicate paths a framework will happily serve, hreflang where a product is genuinely multilingual, and sitemaps generated from what is actually published rather than maintained by hand.
Migrations are where this is won or lost. A redirect map built before launch preserves a site's accumulated position; one built afterwards recovers some fraction of it. Duplicate-content remediation belongs in the same window.
Measurement
Analytics and tag management configured so events describe what happened rather than approximating it, with conversion measurement implemented at the point a transaction actually completes — a confirmation reached after a successful order, not a page that can be loaded by anyone.
Validation is part of the work. A conversion event that fires twice, or fires on a refresh, produces confident reporting that is wrong, which is worse than no reporting at all.
Outcome
The result is a product that search engines can crawl, interpret and attribute correctly, and a measurement layer whose numbers can be relied on when deciding where to spend.
No rankings or traffic claims are made here. What is being described is the engineering that creates the conditions for those outcomes, which is the part that is actually within a developer's control.
My contribution
- Metadata, canonical and hreflang architecture
- Sitemap, indexation and crawlability work
- Redirect mapping and duplicate-content remediation
- Structured data and Open Graph implementation
- Analytics and tag management configuration
- Conversion event implementation and validation
Technology
- Canonical URLs
- hreflang
- XML sitemaps
- Structured data
- Open Graph
- Google Analytics 4
- Google Tag Manager
- Google Search Console
A clear next step
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