Impact of Technical Optimization on Traffic Growth and SEO Success

Client: A software company catering to major traders and organizations.

Goal: Increase target traffic and website conversions.

Kickoff: June 2024.

Initial metrics: The website generated about 2,000 clicks and 77,400 impressions per month in Google search results.

Issues identified during the audit

During the technical audit, we uncovered several problems negatively impacting the site’s indexing and visibility in search engines:

• Using HTTP links: Some internal links used the outdated HTTP protocol instead of HTTPS, leading to potential security issues and reduced trust from search engines;
• Missing ALT tags: Most images on the site lacked descriptions, which hindered their indexing;
• Suboptimal redirects: 301/302 redirect chains were in place, increasing page load times and worsening user experience;
• 404 errors: Some internal pages returned server errors, affecting SEO and causing traffic loss;
• Improper Sitemap.xml: The sitemap didn’t reflect current pages or included unnecessary ones;
• Duplicate metadata: Duplicates of title and description meta tags were reducing their effectiveness;
• Duplicate H1 headings: Repeating headings across pages made ranking more challenging;
• Lack of microdata: The site missed Organization and breadcrumb markup, limiting its ability to appear in rich snippets.

Implementing changes

Over the first two months, we introduced the following technical improvements:

• All internal links were updated to use the HTTPS protocol;
• ALT tags were added to all images with a focus on relevant keywords;
• Redirect chains were eliminated by replacing them with direct links;
• 404 errors were resolved — broken links were either removed or replaced with updated pages;
• Sitemap was updated and submitted to Google Search Console;
• Duplicate title, description, and H1 tags were removed. Each page was assigned unique metadata;
• The markup for Organization and breadcrumbs was implemented to improve interaction with search engines.

Results

Just six months after completing the technical optimization, the site achieved the following outcomes:

• Increase in clicks: The number of clicks grew by 117% compared to the previous six months;
• CTR growth: CTR improved by 114%, showing that our pages became more appealing to users in search results and encouraged more clicks;
• Improved rankings: The average position for key queries rose, and the number of pages in Google’s top 10 increased;
• Higher conversions: Technical improvements led to a boost in the number of targeted actions on the site.

Conclusion

This case proves that technical SEO optimization isn’t just about fixing errors — it’s a powerful tool for business growth. We didn’t just address the client’s issues; we transformed their site into a competitive asset. Enhancing security, structure, and the visual appeal of pages allowed the client to reach a new level in their niche. These results make us confident that our methodology can tackle even the toughest SEO challenges.