Google was crawling 340,000 URLs to find 11,000 products.

Case studyEcommerce · specialty outdoor Google was crawling 340,000 URLs to find 11,000 products. Faceted navigation had multiplied the catalog thirty times over. Most of the store had never been indexed at all, and the agency’s answer had been to write more category descriptions. 11,040products in the catalog340k+crawlable URLs3,110products ever indexed7%of crawl reaching products Read […]

A law firm ranked #1 and lost the case anyway

Field notes · Teardowns A law firm ranked #1 and lost the case anyway A six-attorney plaintiff-side firm in a Midwestern county seat, around $9M in annual fee revenue, holds the top organic position for the term that matters most in its market. It also takes a median of 19 hours to answer an inquiry. […]

A landscaping company that ranks for its own name

Field notes · Teardowns A landscaping company that ranks for its own name and nothing else The monthly report showed 3,100 organic sessions and a top position for every term that ranks. Nearly all of it was people typing the company’s name. The profitable half of the business was invisible to anyone who didn’t already […]

A dental group on a website nobody can book on

Field notes · Teardowns A dental group paying $4,000 a month for a website nobody can book on Four locations, strong rankings, and a booking widget that fails silently on iPhones. Nobody on the team had tried to book an appointment from a phone in two years. Here’s what the teardown found and what I […]

Ranking for its own name, and nothing anybody searches for.

TeardownLandscaping contractor Ranking for its own name, and nothing anybody searches for. The keyword report looked healthy until you crossed out every brand term. One row was left standing, and they ranked ninth for it. 12terms on the report11of them brand terms530monthly brand searches18,400category searches they miss Read this first Nobody asked me to write […]