Campaign started in January 2022. The main opportunity of the campaign is to recover from the technical debt brought on by a site migration that happened in 2018. The website has about 150,000 pages, on a client-side server.
This challenge has been preventing the client to leverage Organic searches as their top marketing channel.
The work done here involves intensive SEO consultation, training and project management.
CHALLENGES
Most of the issues encountered were attributed to the lack of technical SEO audits.
Being a large site, there is also a challenge of gaining a 360º view of overall site health.
The following are the most prominent issues seen during the engagement:
- Inefficient crawl rates
- Crawl budget wastage
- Cluttered Site Architecture
- Faceted Search and Filter menus
- Ineffective On-page Elements
- Below par page speeds and page experience
RESULTS
During this time, Google was implementing an all-out campaign to improve page experience.
Identifying the patterns where the speeds and mobile experience are falling behind, major development changes were championed by the involved SEO proponents on the side of the client.
Within 12 months, a cumulative total of 93.5K pages were indexed since start of the campaign. This has been a tremendous increase in crawl budget and any new pages published on the website has a faster rate of getting included in the searches.
By addressing the generation of unnecessary URLs and fixing the site structure. Therefore, improving page experience, and regaining their website’s crawl budget from their first campaign month.
51.2% increase in pages with good user experience
Addressing the cluttered URL structures and site architecture, increases in revenue and Organic users progressed on a month-to-month basis.
Extensive guidelines and tight sprint schedules with the development teams of the client were followed to make these URL and site structure changes happen.
A$1M average monthly increase in revenue
Gained from fixing only one technical SEO issue
