I read an interesting article on Search Engine Watch about the laymans understanding of Technical SEO. An interesting point was:
The world without tech SEO
At the core, the assertion of the post is: Technical SEO can tart your site up for search engines, but won’t bring in the money.
And it is this assertion that I would like to challenge most vehemently, taking four examples from the technical SEO world.
1. Botched migration
We’ve all been there. A client is going through a migration but doesn’t want to shell out for a full service, saying “Our development team has done loads of these.” Only to watch from the side-lines as some fairly basic errors cost them all of their visibility, and only then to be asked for your help to fix it.
There is so much technically that can go wrong in a migration;
No 301 mapping
.htaccess rules not written correctly/efficiently
Staging environment gets indexed
Staging robots.txt or meta robots data brought over to live
Different versions of PHP/Apache/jQuery between environments
I could go on, but the point is without technical SEO any one of these numerous issues could kill your site dead, overnight.