Spa complex: payments from search nearly doubled in two months.

What we found first

A complete backup of the site was reachable from outside, without authentication. That was closed before anything else was touched, because no amount of ranking work matters on a site anyone can download whole.

Then the basics: every address returned 200, including ones that did not exist, so the site had an unlimited supply of pages as far as a crawler was concerned. That became a proper 404.

What we fixed

Unique titles across the site — there had been two titles covering every page. A working sitemap, canonical tags and organisation markup. Nearly a thousand service pages removed from the index.

This is the least impressive-sounding list in this set of case studies and it produced the fastest result, which is usually how technical debt works.

What it moved

Payments from search went from 72 in July to 139 in September — work began in the middle of August, so that is roughly six weeks of effect. Yandex clicks went from 4,167 to 6,549, up 57%.

Payment is a transaction goal in analytics, segmented to search traffic.

Services used on this project: Technical SEO, SEO.

Figures pulled by API from Yandex Metrica, Yandex Webmaster and Google Search Console on 26 October 2026. Every number can be opened in its source system on a call.