Why Most Websites Don't Convert (And How to Fix It)

Content is King, but infrastructure is the Kingdom. You can have the most brilliant copy in your industry, but if Google’s bots cannot crawl it, or if your page load times time-out on mobile, you are invisible.

This is the domain of Technical SEO. In the era of modern JavaScript frameworks (React, Next.js) and e-commerce platforms (Shopify), traditional SEO checklists are no longer enough.

Modern websites require modern technical strategies. The game has shifted from "keywords and backlinks" to "rendering, crawl budgets, and Core Web Vitals." At NORVA, we bridge the gap between marketing and engineering.

The JavaScript Challenge

Google is getting better at rendering JavaScript, but it is not perfect. If your site relies entirely on client-side rendering (CSR), you are asking Google to perform a "two-wave" index. First, it crawls the HTML (which might be empty), then it queues the rendering. This delay can kill your rankings for time-sensitive content.

The Solution: Server-Side Rendering (SSR) or Static Site Generation (SSG). We ensure that the initial HTML payload delivered to the bot contains all your critical content, metadata, and schema links. This is "Hydration" done right.

Crawl Budget & Architecture

For large e-commerce sites (1,000+ SKUs), crawl budget is a real constraint. If Google spends all its time crawling low-value filter URLs (e.g., ?color=red&size=small&sort=price), it might miss your high-value product pages.

We implement strict robots.txt rules and canonical tag strategies to guide the bots. We engineer the internal linking structure so that authority flows from your homepage to your money pages efficiently, preventing "orphan pages" that wither and die in the index.

Core Web Vitals: The User Experience Signal

Google’s Core Web Vitals (CWV) are metrics that quantify user experience.

• LCP (Largest Contentful Paint): How fast does the main content load?
• INP (Interaction to Next Paint): Does the site freeze when I click a button?
• CLS (Cumulative Layout Shift): Does the page satisfy jump around while loading?

Passing CWV is not just about installing a caching plugin. It requires engineering level fixes: optimizing font loading strategies, reserving space for images, and minimising main-thread JavaScript execution.

Schema and Structured Data

Modern search results are rich. They have star ratings, prices, FAQs, and image carousels. These are powered by Schema.org structured data.

We don't just rely on automated app schema. We manually inject detailed JSON-LD scripts that tell Google exactly what your content is—whether it's a Product, an Article, a Local Business, or a Breadcrumb. This "spoon-feeding" of data helps you dominate the SERP real estate.

Conclusion: Foundations First

Technical SEO is not a one-off fix; it is a way of building. It ensures that the house you are building has foundations deep enough to support the height of your ambitions.

Before you spend another pound on content marketing or PR, audit your technical stack. Ensure the meaningful work you do is actually being counted.