Site maintenance is technical SEO, it just does not feel like it

Technical SEO gets discussed as audits and projects. Most of its value is actually in ongoing maintenance: keeping redirects intact, plugins current, pages fast, and structured data valid as templates change underneath it.

None of this shows up as a campaign, which is why it gets skipped, and why sites slowly lose ground without an obvious cause. A view of what that upkeep covers is in this note on technical support for a site, with a Ukraine market version.

Put it on a schedule. A monthly pass through the boring checklist prevents most of the technical problems that would otherwise need an audit to find.