Digital Marketing Case Study

VMware Sees Significant Organic Search Improvement by Fixing Technical SEO Issues

Diagnosing and fixing common technical SEO issues is a crucial part of any holistic white hat SEO strategy and provides an incremental boost to organic search performance – especially for larger domains with many URLs. When an important VMware business unit domain suddenly saw a sharp decline in organic search impressions and clicks a comprehensive technical SEO audit was needed to identify and fix the SEO technical issues. While Firebrand had been improving technical SEO for this domain for a while (core web vitals, broken links, duplicate content) we conducted a deeper technical SEO analysis that led to the discovery of incorrect SEO canonicalization that caused a large number of URLs to be removed from the Google index. After rolling out the fix for this – along with improving additional SEO canonicalization – VMware not only recovered the lost organic search impressions and clicks, but has since seen improved monthly numbers.

Results after fixing major technical SEO issue

Results after fixing major technical SEO issue

Results after improving SEO canonicalization (specific pages)

Results after improving SEO canonicalization (specific pages)

Key Results

Z

48% positive recovery in organic search impressions (one month after fixing major issue)

Z

60% increase in organic search clicks (one month after fixing major issue)

Z

49% growth in position one ranking keywords with 17% growth in SERP1 ranking keywords as pages fixed allowed more keywords to rank (one month after fixing major issue)

Z

60% boost to organic search impressions with 79% jump in organic search clicks (one month after improving SEO canonicalization on additional pages)

Approach

E

Comprehensive technical SEO audit using Screaming Frog SEO Spider to crawl the entire domain and troubleshoot technical SEO issues.

E

Diagnosed major issues and clearly mapped out changes to HTML allowing for deindexed URLs to be indexed again and show up in search engine results pages (SERPs).

E

Improved SEO canonicalization for specific pages that allowed for improvement beyond the main issue to avoid duplicate content warnings and allow the best URLs between similar technical documentation pages to be preferred by Google and rank higher.

E

Validated fixes through Google Search Console and provided full reporting to show the tangible value of fixing and improving technical SEO.

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