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 improving SEO canonicalization (specific pages)