When a technical B2B website is hard to crawl, hard to interpret or hard to use, valuable content never gets a fair chance to perform.
Our industrial technical SEO audits examine the platform, indexing, information architecture, internal linking, rendering, metadata and content signals that decide how search engines and buyers reach your products and capabilities.
Industrial sites fail in recognisable ways: catalogues behind JavaScript filters that crawlers never reach, thousands of near-identical variant pages competing with each other, technical information locked in PDFs with no HTML equivalent, and country sites quietly cannibalising the group domain. The audit is built around those patterns rather than around a generic checklist.
We review the technical foundation alongside the commercial structure: catalogue routes, category and product templates, filter and facet behaviour, document libraries, international versions and the service and application content that supports specification. The output separates material constraints from cosmetic warnings, because a crawler report treats both the same and your team should not.
An industrial technical SEO audit also has to account for how the catalogue is generated. Where pages come from a PIM or an ERP feed, the fix for a metadata or canonical problem often belongs in the data or the template rather than on the page, and we say which.
An audit is useful only when the people who own the platform can act on it. We provide prioritised recommendations with the implementation context each one needs, so internal teams and delivery partners can resolve issues without reconstructing the intended outcome from a spreadsheet row.
That means naming the template rather than listing every affected URL, giving the expected before and after state, flagging which findings have to be fixed in sequence, and separating what a developer can ship this sprint from what needs a platform decision or a product data change first.
We diagnose and fix what is technically preventing the content you already have from being crawled, rendered and indexed. What that content claims about performance, compliance or application, and whether it may be published, stays with your technical sign-off and product-claim process.
Where the audit finds a content-level obstacle rather than a technical one, a category with no page at all, a product family described only inside a datasheet, we set it out as a recommendation for your team to weigh rather than editing technical claims ourselves.
Code Industrial is the industrial B2B practice of Code Barcelona, an agency building corporate websites and digital platforms since 2015. The same strategy, design and engineering team works on every industrial project, from the first scoping session through to life after launch.
The technical cause depends on the site and its information model. Industrial technical SEO audit work starts with how the platform, the product data and the content operate together.
What comes up when good technical content is not ranking.
It covers crawlability, indexation, site and URL structure, internal linking, rendering, performance, metadata, structured data, canonicalisation and international signals, with particular attention to the catalogue and technical-content journeys that matter commercially. On industrial estates that usually means the category and product templates, the filter behaviour, the document library and the relationship between the group domain and the country sites.
It removes obstacles and identifies opportunities, and on many industrial sites the obstacles are substantial. Improvement also depends on useful content, authority, the competitive landscape and whether the fixes are implemented. We use the audit to set a practical, evidence-led programme of work, and where the limiting factor is content or product data rather than technique, the report says so rather than padding the technical section.
No, and it is worth treating anyone who promises one with scepticism. What we fix is whatever is technically preventing the site from being crawled, rendered and indexed correctly, which removes a real obstacle to ranking. Ranking itself also depends on content quality, competitor strength and market factors outside a technical audit’s scope, so the audit is one necessary input rather than a guarantee on its own.
We can, or we can hand the prioritised plan to your team or another agency to implement. Either way we recommend re-verification once fixes are live, because a fix applied to one template and not its variants is a common reason issues resurface. Where your platform is managed by a third party, the findings are written so they can be ticketed and estimated without further interpretation from us.
Four causes account for most of it: catalogue navigation that only exists inside JavaScript filters, so crawlers never reach the pages; thousands of near-identical variant URLs competing with each other; technical detail published only inside PDFs with no HTML equivalent; and faceted navigation generating unlimited parameter combinations that consume crawl budget. Each has a different remedy, and the audit establishes which of them applies to your catalogue rather than assuming.
We map the full set of language and region versions first, including the ones no one maintains any more, then check that annotations are reciprocal, that canonicals do not contradict them, and that a default version is declared for unmatched visitors. Where product availability differs by market, we also check that a country version is not being canonicalised to a page describing products it cannot supply, which is a frequent and expensive error.
A full audit is worth running before a migration or a redesign, and again once it is live. Beyond that, an annual review suits a stable estate, while a catalogue that changes continuously or a group adding country sites benefits from lighter quarterly monitoring of indexation, coverage and response codes. Continuous monitoring catches regressions from routine releases, which is where most new technical problems originate.
A technical SEO audit often precedes a migration or a redesign. These are the services it connects to.
Tell us how your platform and catalogue are structured, which markets are involved and where organic visibility is underperforming. We will define the right audit scope.