Case Study
Building a Stronger Technical Foundation for Organic Search
Misty Dorman, Plumbing and HVAC, serving 3 metro areas
The Challenge
Search Console showed a large share of service pages outside the index. Crawl budget was wasted on thin archive URLs while money pages were discovered slowly, and organic clicks had plateaued for two quarters.
The Strategy
Fix indexation before chasing new keywords: technical cleanup first, then internal linking and sitemap structure so every priority page sits one clean crawl path from the homepage.
The Work Completed
- Full crawl audit and log analysis
- Noindex on 140+ thin URLs
- Rebuilt XML sitemaps by page group
- Internal link hubs from top service pages
- Core Web Vitals fixes on templates
The Results
+64%organic clicks in 6 months
92%priority pages indexed
-38%crawl waste on thin URLs
What We Learned
Indexation work compounds: once crawl paths were clean, new location pages started ranking in weeks instead of months. Next phase focuses on content depth for the newly indexed pages.