SEO & Performance

Search visibility is not a plugin or a one-off setting. It comes from a website that search engines can access and understand, content that genuinely helps people, a clear structure and steady improvement after launch.

I build the technical foundations into every site, measure what actually happens, and help you decide what to improve next. No promised rankings — just work that gives your pages a fair chance to be discovered and a fast, usable experience when people arrive.

Server-side rendering and crawlable content — every page arrives as complete HTML, so search engines and link previews see the real content without waiting for scripts.

Indexable pages and correct HTTP status codes — real pages return 200, missing pages return a genuine 404 and moved pages redirect permanently. Search engines get a clear signal about what exists.

Canonical URLs — each page declares its one preferred address, so duplicates (tracking parameters, trailing slashes) don't compete with each other.

XML sitemaps and robots.txt — published pages are listed automatically and drafts never appear. A sitemap helps discovery; it does not guarantee indexing.

hreflang for multilingual sites — English and Polish versions point to each other, helping search engines show the right language to the right audience.

Structured data — services, breadcrumbs and organisation details are described in a machine-readable format where it accurately reflects the page.

Semantic HTML and internal links — one clear H1, logical H2/H3 headings and meaningful links between related pages help both visitors and crawlers understand the site.

Redirects and duplicate content — when a URL changes, the old address keeps working through a permanent redirect, preserving links and avoiding duplicate pages.

Largest Contentful Paint (LCP) — how quickly the main content appears. Visitors decide within seconds whether to stay.

Interaction to Next Paint (INP) — how quickly the page responds when someone taps, clicks or types. Slow responses feel broken, especially on phones.

Cumulative Layout Shift (CLS) — whether the layout jumps while loading. Stable pages prevent mis-taps and frustration.

Image optimisation — modern formats, correct sizes and lazy loading, so images look sharp without slowing the page.

Mobile usability — layouts, text sizes and buttons designed for phones first, where most local searches happen.

JavaScript and animation performance — only the code a page needs, and motion that uses efficient techniques and respects reduced-motion settings.

Why real measurements matter — lab tests such as PageSpeed Insights are useful snapshots, but results vary between runs, devices and networks. Field data from real visitors, where available, shows the actual experience. I use both and report them honestly.