Crawling, indexing, migrations and site audits: the technical work that decides whether a page can rank at all.
A soft 404 is a page that tells a human it is missing while telling Google it is fine. Here is Google’s own definition, the six things that generate them, the correct HTTP response for each, and the order to fix them in.
A botched migration is one of the most common causes of a traffic collapse that gets misdiagnosed as a penalty. Here is the full sequence, what Google actually requires, and the seven things teams forget.
Google says most sites should not think about crawl budget at all. Here is the arithmetic that tells you whether yours is one of the exceptions, and why the real problem is nearly always index bloat.
Most SEO audit checklists are inventories that treat every finding as equal. This is the 41-check sequence I run on a paid audit, ordered so the checks that actually move traffic come first.