Hi Iwan,
Ever heard the saying "SEO takes a long time"?
Well, we just helped a client grow their organic traffic by 84% in just 4 months…
And increased their ChatGPT referral traffic by 190%...
All by fixing the 'invisible' problems holding their site back.
Here's exactly what we did to get these results:
1. Making Internal Links Crawlable
- We found that all internal links on the main Locations page were being loaded with JavaScript, which blocked search engines from following them.
- We replaced JS-only navigation with proper HTML <a href=""> tags to make it easy for Google and AI models to follow links throughout the site.
- Pages that were previously invisible to search engines became discoverable and properly linked within the site's architecture.
2. Fixing Broken Backlinks to Reclaim Authority
- Several pages that no longer existed were still receiving backlinks, causing valuable ranking power to be lost.
- We mapped all 404 URLs with referring domains using backlink tools like Ahrefs and GSC. Broken pages waste valuable ranking signals and confuse AI crawlers trying to understand site structure.
- We implemented 301 redirects to the most relevant live pages to preserve domain authority and help AI systems surface and cite relevant content.
- We prioritized backlinks from high-authority domains which are more likely to influence search rankings and be used as trust signals by AI systems.
3. Cleaning Up Heading Structure for Better SEO
- Multiple H1 tags were being used on nearly every page, creating confusion for search engines and diluting topical signals.
- We used a single, descriptive <h1> per page to clearly define the main topic and help Google and AI models to quickly understand the page's focus.
- We applied a consistent heading hierarchy (<h2>, <h3>, etc.) to structure subtopics, allowing language models to break down content into logical chunks for easier parsing.
- We wrote headings that reflected real search queries, making it easier for Google and AI systems to match page sections with user intent.
4. Optimizing Meta Titles for Clicks and Relevance
- Many meta titles and descriptions were missing or poorly written, limiting the site's visibility in both traditional and AI search results.
- We ran a full metadata audit across high-priority pages and delivered optimized titles and descriptions for both human users and AI systems.
- We placed the primary keyword near the front of meta titles—short, clear titles are easier for AI to quickly understand what the page covers.
- We wrote engaging, intent-matching meta descriptions (≤155 characters) with soft calls to action, helping AI extract context and user-friendly snippets.
- We avoided duplication across all URLs—unique metadata signals topic clarity, reducing confusion for Google and AI models parsing site structure.
The results speak for themselves:
- Organic sessions: 24,851 → 45,733 (+84% growth)
- Engaged sessions: 15,334 → 25,010 (+63% growth)
- ChatGPT referral traffic: +190% increase
…all within just 4 months.
Want the same results? Start by spotting and fixing the technical issues holding your site back.
And if you want expert help on that, head over to The Search Initiative for your free website audit.
To your continued success,
Matt Diggity
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