Without a healthy technical foundation, every website is vulnerable to Google changing the algorithm.

For this particular website, it was a lack of strategy for crawling & indexing that cost them 70% of total search visibility.

Instead of indexing their newly published pages, Google started deindexing their existing ones. And didn't even bother crawling the new content.

Before we started implementing fundamental changes, the number of uncrawled pages reached an all-time high — over 2 million pages not even visited by Googlebot.

But we moved quickly.

Google isn't perfect, and it often struggles with crawling and indexing due to its own limitations.

But in most cases, if there are over 2 million unindexed pages on your website... it's on you.

After auditing our client's server logs and Google Search Console, we used ZipTie (our proprietary indexing intelligence platform) to find out which pages aren't getting indexed and why.

It turned out that a mix of technical SEO issues was to blame, including:

- content duplication,
- poor server performance,
- disorganized sitemaps, and more.

With a website large enough, any of these areas can make your search visibility go down the drain.

Within 4 months, we started making progress.

We created a holistic strategy for generating listing and property pages, and started cleaning up the cruft. We helped the client team with new sitemaps and implementing proper tags to help Google find and index the good stuff.

We also worked on web performance to make sure Google can crawl the website as extensively as needed.

By December 2022, the website's visibility was fully recovered (going up from its lowest point by 248%).

And we're happy to say that we helped this business get through one of the most volatile periods in its history. Plus, it looks like its visibility is only going up from here!

You can't control Google.

You can't control the market.

But you can have full control of your website. Don't let technical issues take it away from you.