The lack of first-hand historical data on their previous rankings certainly wasn’t making the identification of THE issue any easier but by pulling the required historical rankings from a range of different tools VROOM was able to generate a report where keyword rankings and their respective landing pages pre and post drop were compared side by side.
Having mined the relevant data and analysed the site, we were able to verify the circumstances of the drop and pinpoint the technical causes leading to it: the failed indexation and ranking of a number of URLs made it clear enough for our Team that the redirects taking place on the site were causing a spillage of the historical link equity accumulated over the years. Case closed? Not quite!
While the dev team was preparing the main fix there were plenty of tasks to keep our technical SEO hands busy, including a typical side effect of the lack of SEO rein over an e-commerce website, i.e.: over-indexation of duplicate URLs due to untreated faceted navigation.
Pulling from our personal technical SEO handbook, we devised an action plan comprising of a number of tasks that included putting a halt to the proliferation of duplicate URLs of the categories and products that was bleeding the site’s crawl budget dry and of course causing even more link juice spillage.
It is also worth noting that we were under an extreme time restriction with the lucrative Holidays / Christmas period fast approaching and it being just a matter of months before Weir & Sons needed to be found.
Our SEO team spent almost 5 days on the deep-dive Technical SEO Audit and Implementation that was carried out through strong collaboration with the Client’s internal teams. Together we incorporated a seamless SEO integration on their website with zero downtime or interruption to the service!
August showed the early signs of the ranking improvements that allowed Organic Visibility to grow five-fold in the period between July and Nov 2017 i.e. pre- and post- implementation.
Such a Visibility increase was echoed by incremental growth of all main KPIs over the same period, which culminated in November 2017 being the most successful month ever recorded for the Weir & Sons site!!!