Affinity recognises that SEO plays a massive part in all of our clients digital marketing strategies but what is sometimes forgotten in their thought processes is the technical element of SEO. We don't think we can say it any better than Chris Ebbs (7th Sept, 2015):
 

"Technical SEO (activity to ensure that a website can be indexed effectively and meets search engine guidelines) is one hugely important part of SEO that tends to be left out of people's generalisations about SEO. It falls outside of most people's responses to the "what is SEO?" question.

At least on-page SEO, link generation and UX generate some awareness, even if they are widely misunderstood. They are perhaps easier concepts to grasp than the complexities of technical setup (server response codes, search engine crawlers, robots directives).

Even if on-page SEO and link building were 'dead' and could be delivered effectively by other disciplines, technical SEO would still be required to ensure that your website did not drop off the face of the Google planet. It's really that important. Ignore it and your website will not be indexed and ranked effectively, leaving large amounts of traffic and sales on the table.

Search engine guidelines are published and freely available for non-SEO disciplines (designers, developers) to follow. However until all technical disciplines are strongly versed in search engine guidelines and work strictly to these guidelines then website projects will need SEO input."