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SEO · TECHNICAL · STRATEGY

Laia Xarau Technical SEO Consulting & Digital Strategy

Search is complex.
Understanding it is my job.

In a digital environment where algorithms change at an accelerating pace, you can't afford to navigate blind. I analyse your website, identify where your potential traffic is leaking, and turn every technical complexity into prioritised actions that directly impact your revenue.

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Laia Xarauhttps://laiaxarau.com

Technical SEO Consulting & Strategy | Laia Xarau

SEO consultant specialising in technical SEO, web architecture and migrations. Analysis, judgement and business-oriented actions.

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Projects

SEO in practice: Selected projects

Every website has its own challenges. My approach is to accurately diagnose the real root cause of each problem and turn analysis into impeccable execution.

Web migration · Technical SEO

An SEO migration with over 1,400 URLs

Context

A domain change can put at risk years of accumulated organic visibility. In this project, the company needed to migrate its entire website to a new domain without losing its existing organic rankings.

Challenge

Plan the migration of 1,400 URLs to preserve the existing organic visibility and facilitate the transition to the new domain.

Approach

  • 1:1 redirect mapping and cross-validation with GSC data
  • htaccess directives definition and coordination with the technical team
  • Daily GSC monitoring during the first weeks post-migration
  • Immediate resolution of 404 errors and any detected incidents

Result

Preservation of 100% of indexation and full recovery of organic traffic within the first 10 weeks post-migration, with immediate resolution of any 404 error incidents.

Content architecture · Higher education

Content architecture for a higher education institution

Context

A blog with 550 articles needed restructuring to improve topical authority, crawlability, and conversion towards course offering pages.

Challenge

Reorganise the content architecture and technical parameters to strengthen topical authority and improve conversion from the blog to key pages.

Approach

  • Blog category reorganisation and consolidation
  • E-E-A-T and YMYL work: authorship page optimisation with ProfilePage/Person structured data
  • Internal linking strategy definition towards conversion pages
  • Coordination of IT and Marketing teams via Backlog

Result

Improved web architecture and internal linking, achieving a measurable increase in navigation from the blog to key course pages. Reduced bounce rate, increased pages per session, and a 12% improvement in conversion.

SEO from launch · Cultural sector

SEO from the launch of a new service

Context

A new service in the cultural and theatre sector needed its own digital presence with a solid technical foundation and a content strategy aimed at two very distinct audience segments.

Challenge

Establish an impeccable technical foundation and orient the content architecture to reach two very different audience segments.

Approach

  • Initial audit of technical pillars: HTTPS, GSC, sitemap, performance and 404 errors
  • Keyword mapping for two differentiated audience segments
  • Google Business Profile optimisation
  • Monthly organic performance tracking and strategic adjustments

Result

A consolidated CTR of 5.3% from the fourth month post-launch, with consistent growth of queries ranking in top organic positions. And a Ràdio 4 interview at the six-month mark.

Why technical SEO is the invisible foundation of your digital success

A beautiful website without an optimised technical foundation is like having a luxury shop with the shutters down. Investing in technical SEO removes the invisible barriers that prevent Google from understanding and recommending your business to your potential customers.

Expertise

Search engine optimisation: where technique meets strategy

SEO is not just about finding errors on a list, but understanding their economic impact and what real priority they require.

Technical SEO

Crawling & indexation

Technical audits, crawling and indexation, web architecture, migrations, rendering, structured data and resolution of technical incidents.

  • Crawling
  • Indexation
  • Web architecture
  • Migrations
  • Core Web Vitals
  • Structured data

Content strategy

Search intent

Search intent analysis, keyword research, content architecture, internal linking and on-page optimisation.

  • Search intent
  • Keyword research
  • Semantic architecture
  • On-page
  • Internal linking

Analytics & performance

Data & KPIs

Interpretation of Google Search Console and GA4, KPI tracking, reporting and data visualisation with Looker Studio.

  • GSC
  • GA4
  • Looker Studio
  • KPIs
  • Reporting

Local & international SEO

Local & multilingual presence

Local presence optimisation, Google Business Profile and multilingual and international SEO aspects such as hreflang.

  • Google Business Profile
  • Local SEO
  • Hreflang
  • Multilingual

Method

Methodology: From analysis to execution

My approach combines technical analysis, strategic judgement and an orientation towards practical action.

  1. Context

    Understand the context

    Before proposing any change, I need to understand the business and its commercial objectives, the state of the website and the project constraints.

  2. Diagnosis

    Diagnose and prioritise

    I identify problems and opportunities, assess potential impact and order actions by importance, effort and dependencies.

  3. Actions

    Turn analysis into actions

    I translate technical findings and data into concrete, understandable and easy-to-implement recommendations.

  4. Implementation

    Collaborate on implementation

    I work so that proposals can be understood and executed, facilitating communication between the people and departments involved.

  5. Tracking

    Track and adjust

    I monitor the relevant indicators to assess progress, detect deviations and adjust the strategy when needed.

Tools

Tools & Knowledge

Tools are part of the process. What matters most is knowing what data you need, how to interpret it, and what decisions you can make from it.

Analytics

Analytics & tracking

  • Search Console
  • GA4
  • Looker Studio

Audit

Technical audit & diagnosis

  • Screaming Frog
  • PageSpeed Insights
  • Chrome DevTools
  • Schema Markup Validator

Research

Research & visibility

  • Semrush
  • Ahrefs
  • SE Ranking

Web environment

Web environment

  • HTML / CSS / JavaScript (Astro)
  • CMS: WordPress, Drupal, PrestaShop
  • Git & GitHub

About

Technical thinking with a business perspective

My career combines content creation, SEO and web development to reinforce my technical knowledge. This combination has helped me understand organic positioning from different perspectives: from the person who writes the content, from the person who builds the website, and from the person who analyses where the traffic comes from.

I'm especially interested in technical SEO and solving complex problems, but also in designing strategy: interpreting data, identifying opportunities and deciding which actions deserve priority.

Under the philosophy of SEO amb talons (SEO in heels), I advocate an approach where technical rigour and business pragmatism go hand in hand. I love riding mountain trails on a MTB. The mountain has taught me that shortcuts don't exist: there are hard climbs, technical descents and stretches where you feel like you're not making progress. But with patience, technique and consistency, you always reach the summit. SEO works exactly the same way.

Effective SEO is not what impresses in an audit. It's what works month after month.

Contact

Let's talk SEO

If you're looking for an SEO consultant who understands both the technical side and the business perspective, let's talk.

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