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Crawl Cleanup
Every broken internal URL documented with developer instructions, cutting tens of thousands of wasted crawl paths.
Case Study · B2B E-commerce
Enterprise technical SEO for one of North America’s leading barcode, RFID and point-of-sale suppliers.
North America · 9+ months, ongoing · Technical SEO, Content, CTR optimisation
The cleanup, in numbers
challenge
This B2B store runs one of the largest catalogues in its category: more than 71,000 URLs across products, categories and content. Over the years the structure had grown so complex that Google struggled to crawl it.
Our audit found more than 50,000 internal URLs returning no response, roughly 23,000 missing or wrong canonical tags, key pages buried too deep, weak internal linking, and pages with strong impressions but poor click-through.
What we did, in order.
Every broken internal URL documented with developer instructions, cutting tens of thousands of wasted crawl paths.
100,000+ URLs reviewed and 23,000 canonical errors corrected to remove duplication.
The site restructured so key category and product pages sit within three clicks of the homepage.
Competitor gap analysis, a content roadmap, monthly reviews of 15 underperforming pages and FAQ blocks for positions 4 to 20.
result
Organic clicks grew 24% to around 4 million, impressions rose 29% to nearly 69 million, and organic revenue increased by 10 to 20%. Crawl waste fell by tens of thousands of URLs and link equity now flows from content to the pages that sell.
The lesson: at enterprise scale, fixing structure is often worth more than any amount of new content.
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