What your marketing and tech teams need to align on now
If you’re preparing to scale — or already deep in growth mode — chances are your marketing team is investing heavily in content, media spend, or UX. But for many established brands, growth gets bottlenecked not by strategy or creativity — but by poor technical SEO foundations.
This isn’t about keyword stuffing or XML sitemaps for the sake of it. It’s about visibility, crawlability, and site efficiency — and whether your site is capable of supporting sustained traffic and conversion growth.
Here’s why technical SEO matters more than ever in 2025, and what scaling brands should prioritise.
1. Google Is Getting Stricter About Quality Signals
Search engines today don’t just care about content — they care about how your website is built and served.
That means:
Fast load times across all device types
Logical site architecture
Mobile-first design
Secure, clean codebases
Sites that ignore these factors may see rankings stall, or even drop — no matter how strong their content or backlinks.
Example: Google’s Core Web Vitals update penalised dozens of ecommerce brands whose sites were heavy on assets or poorly optimised for mobile.
Brands like Selfridges have invested heavily in technical speed improvements to maintain organic performance.
2. Crawlers Have Limits — And Your Site Might Be Wasting Them
Search engines crawl your site with limited time and budget (known as crawl budget). If your site is bloated with unnecessary URLs, duplicate pages, or broken redirects, Google may miss the content that actually matters.
Fixing this requires:
A flat, logical site structure
Clean canonical tags and noindex rules
Eliminating orphaned or low-value pages
Efficient internal linking
Example: We helped a retail brand reduce indexed pages by 62%, which led to a measurable uplift in keyword rankings across core collections.
3. Site Architecture Impacts Both UX and Rankings
Well-organised websites are easier for both users and bots to navigate. Poor technical SEO affects how quickly users can reach key content — and how reliably Google can surface it.
What works:
Clear URL taxonomies (e.g.
/collection/womens-jacketsvs/products/12345)Breadcrumb navigation
Consistent, logical hierarchy of categories and filters
HTML sitemaps for large or complex sites
Example: Rixo London structures its navigation around intuitive user journeys, which aligns well with SEO and UX best practices.
4. Internationalisation and Expansion Require a Solid Technical Base
Planning to expand into new markets or launch a multi-language site? Technical SEO becomes mission-critical.
Key factors include:
Proper hreflang implementation
Country-specific subfolders vs subdomains
Server response times across markets
Scalable template systems for multi-region pages
Example: Global brands like Charlotte Tilbury localise their ecommerce experience across markets with precision — avoiding duplicate content penalties and maintaining fast delivery for global audiences.
5. SEO Doesn’t Scale Without Technical Integrity
Scaling organic traffic without a strong technical base is like building a tower on sand.
Brands that succeed at scale:
Have cross-functional alignment between marketing, dev, and product
Audit their sites quarterly or after major launches
View SEO as infrastructure, not just content
If your SEO performance is inconsistent — or you’re seeing flatline results despite strong content — the issue is probably under the hood.
Final Thought
Technical SEO isn’t just a backend task — it’s a commercial growth lever. If your site isn’t technically sound, your performance will always have a ceiling.
At Midori Design Studio, we work with brands that are ready to scale without compromising performance. If you’re launching new territories, cleaning up legacy systems, or hitting a traffic plateau — we can help.