Schema repair, redirect mapping, and thin-page cleanup shipped to two live sites, a Scottish estate agency and a conveyancing firm, each measured against a baseline captured before the first fix went out.
Both sites carried technical debt that doesn't show up until someone goes looking. A literal placeholder string sat inside the estate agency's review schema, which meant Google had no real rating to display even though the reviews existed. Redirects had accumulated into a malformed double-hop chain through www, sending crawlers and visitors through two jumps instead of one. And hundreds of thin, auto-generated tag and archive pages sat indexed, spreading crawl budget across pages with nothing on them.
Each issue got a direct fix rather than a patch. The placeholder string in the review schema was replaced with the real markup so the actual rating could surface. The double-hop redirect chain was mapped and collapsed to a single hop. Hundreds of thin tag and archive pages were identified and cleaned up, and new location pages were built to replace the gap. A dated baseline was captured before the first fix shipped, so every change since has something real to measure against.
Before any fix shipped, the site's technical and local state was recorded and dated, so later changes have a fixed starting point to measure against.
Structured data was audited page by page. A placeholder string inside the review schema, left over from a template, was replaced with the real markup so Google could read the actual rating.
The redirect chain was traced end to end, including a malformed double-hop through www, and rebuilt so every old URL resolves in a single hop.
Hundreds of thin, auto-generated tag and archive pages were identified and removed or consolidated, cutting the amount of near-empty content sitting in the index.
New location pages replaced the gap left by the thin pages removed, built around the areas each business actually serves.
20 minutes. No slides. One process, one prototype.
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