2× Growth in Google Top 3: How We Doubled Website Visibility Through Indexation and Internal Linking

Solution

We shaped the next SEO strategy based on the client’s business goals and the project's key challenges. Our focus was concentrated on three core areas: technical optimization, internal linking, and content improvements.

Results of the Previous Period

Alongside ongoing search optimization efforts, the SEO team conducted regular SEO audits to promptly identify and resolve issues. Despite previously implemented improvements, the analysis revealed additional technical limitations. Addressing these unlocked further opportunities for growth in rankings and organic traffic, which is why the technical aspect remained a top priority.

As a result of earlier efforts, year-over-year traffic growth reached 44%. Since both content and the backlink profile were already delivering stable results, we shifted our focus to improving the indexation of specific pages and optimizing those at risk of stagnation. We also continued strengthening the high-quality backlink profile.

Crawl Budget Optimization

At an earlier stage, we identified a critical issue with regional pages — many of them duplicated content, creating risks of search engine penalties. We закрыли 95% of such pages from indexation. After seeing the first positive results, the team moved to the next step, namely, analyzing filter pages. We excluded from indexation all pages that had no search demand or did not provide value. In such a way, we uncovered additional opportunities to optimize the crawl budget.

Crawl budget refers to the number of pages a search engine bot (e.g., Googlebot) is willing and able to crawl within a given timeframe. When a website contains a large number of low-value or technical pages, bots spend resources crawling them instead of focusing on high-priority pages with traffic potential.

We optimized the website’s codebase and retained only links to pages that were open for indexation and had confirmed demand or clicks in Google Search Console. This allowed us to concentrate the crawl budget on priority pages.

At the same time, links to other pages were removed from the code for search bots, while preserving user access to them, ensuring the website’s navigation remained unchanged.
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How It Works

For example, a product page typically includes a block with links to filters, such as product type, materials, colors, and heel height. Previously, search engine bots would crawl all of these links and follow them, even if those pages had no search demand or were excluded from indexation.

After optimization, these links remained accessible to users but were limited in the code for Google, preventing search bots from wasting resources on low-priority pages.

This approach allowed us to focus crawling resources on pages with the highest commercial potential and strengthen their role in capturing and generating demand.
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Internal Links Optimization

The second key focus area in our SEO strategy was improving the website’s internal linking. A logical and well-structured linking system shortens the user journey to target pages while strengthening key commercial pathways.

What We Did

Instead of long navigation paths (e.g., Home → Catalog → Shoes → Women’s Shoes), we implemented shorter, controlled link chains optimized for target queries (e.g., Home → All Women’s Shoes).

This approach allowed us to direct both users and search engines toward pages with the highest growth potential, increasing their visibility and impact.
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We developed a dedicated internal linking block for category pages. It is focused on the most popular filters, allowing us to redistribute internal link equity toward priority and high-value pages.

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We made targeted improvements to the overall site structure by removing duplicate categories with the same search intent. If multiple pages were competing for the same query, we kept only one — the highest-priority page, based on data from Google Analytics and Search Console.

Technical and Content Improvements

In addition to the core optimization directions, we implemented a range of supplementary technical and content enhancements aimed at improving page quality and overall user experience.

In particular, we added a reviews section to category pages, which helped strengthen brand trust and made the pages more informative for both users and search engines.

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We also created a dedicated “Reviews” page, which became an additional entry point from search results.

In parallel, the team fixed a number of minor technical issues that could affect proper indexing and overall site stability.
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All these improvements helped create better conditions for conversion growth and organic visibility, while enhancing page quality and increasing user trust.

Results

Even in a saturated market with overall declining demand, it is still possible to identify growth opportunities. Code optimization, improved internal linking, and the removal of technical barriers led to increased website visibility in search results.
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We continue working on the project, taking into account seasonality in demand and the dynamics of the fashion market, while testing new approaches to identify additional opportunities for scaling.
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