• Very complex site structure
• Most of the landing pages did not have SEO texts
• The domain is quite old and trusted
• The brand is famous

The niche is competitive: the sale of components and consumables for printers, as well as the printers themselves.

The client turned to us with the need to scale the most effective
lines of business.

• Reach to TOP 3 in priority categories

A full audit was carried out twice:

1. When we were starting a project
2. After six months of project management, to check why positions in some categories were not growing

During the first audit, no critical issues were identified, only minor improvements were needed.
During the second, deeper audit, which could only be done after the project was underway, due to the very complex structure of the site, duplicate pages were found.

No obvious technical errors were found either during parsing or during manual verification.
Duplicates were found when checking our texts from the category that were posted this and last month. For the 1st landing page, up to 10 pages of duplicates were found open to the index: odd listings that were generated programmatically, while texts and meta tags from our promoted categories were pulled to these listings.

As a result, we checked all texts from all listings for uniqueness and identified pages that were duplicated. We assigned technical specifications for developers to eliminate the error.

To eliminate duplicates, first of all, we manually removed duplicate pages from the Search Console and made page-by-page redirects to the correct URLs. At the same time, the programmer was working on correcting errors.

1. Semantics collected for priority categories drafted terms of reference for copywriting
2. Optimized meta tags
3. Purchased article links
4. Purchased crowd links
5. Additional linking blocks in texts were created for the correct distribution of internal weight

1. Search console
2. Semrush
3. Serpstat
4. Ahrefs
5. Google Analytics

• A technical audit should be done not only when starting a project or making software changes, but also to be sure that the problems of the website are not in the technical part.
• Every year, John Muller announces to us that the links “do not work” anymore, but experience shows that additional “help” with article links only benefits the project.
• The content on the pages is important, Google loves long reads and expertise.
• If there are duplicates, the website may grow, but the process will not be as fast as one would like.