Technical SEO is a website's invisible foundation. Text and design serve people, while technical SEO ensures search robots can crawl, understand and index content without barriers. Any deficiency at this level nullifies marketers' work.
The first checklist item is architecture and URL hierarchy. Every important page should be accessible within 3 clicks of the homepage. Eliminate broken links leading to 404 errors. Duplicate pages, such as HTTP/HTTPS or www/non-www versions, are addressed through consistent redirects and `rel="canonical"` tags.
The second important area is Schema.org structured data. JSON-LD embedded in code, such as Organization, LocalBusiness, Article, FAQPage and Product, enables Google to display rich snippets with stars, prices and frequently asked questions, visibly increasing click-through rate (CTR).
On multilingual Armenian, Russian and English websites, correct `hreflang` attributes are extremely important. They help Google show Russian pages to Russian-speaking visitors and Armenian pages to Armenian users, preventing conflicts between language versions.