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A website that can't be properly crawled or indexed by search engines can't rank — regardless of how good the content is. Crawl errors, redirect chains, orphaned pages and indexing issues are silent problems that directly limit the visibility of your site in search.
Crawl and indexing improvements address those issues at the root. A systematic review of how search engines are navigating your site, followed by targeted fixes that remove the barriers preventing your pages from being discovered, understood and properly ranked.
Crawl and indexing improvements are technical changes made to a website to help search engines more effectively discover, crawl and index its pages. This might include fixing broken internal links, resolving redirect chains, removing duplicate content, implementing canonical tags, updating XML sitemaps, and addressing any directives that are accidentally preventing important pages from being indexed.
You need this when you publish content regularly but it isn’t generating organic traffic, when your existing articles and pages haven’t been updated in some time and may no longer accurately reflect current search best practice, or when there’s a backlog of content on your site that has the potential to perform well in search but has never been properly optimised.
This service includes a content audit identifying existing pages with optimisation potential, followed by targeted improvements to title tags, headings, copy depth, internal linking and structured data. Delivered as a content optimisation programme with regular reporting on the performance uplift of optimised pages.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
Technical changes to a website that help search engine bots more effectively discover, crawl and index its pages — ensuring that all the content you want to rank is accessible to search engines and that content you don’t want indexed (such as duplicate or thin pages) is excluded.
Pages may be blocked by robots.txt, carry a noindex meta tag, lack internal links pointing to them (orphan pages), be redirected incorrectly, return errors or be identified as duplicate content by the search engine.
Crawling is when a search engine visits a page to read its content. Indexing is when that page is added to the search engine’s database and becomes eligible to appear in search results. A page can be crawled but not indexed, if it’s identified as low quality, duplicate or blocked.
Via Google Search Console’s Index Coverage report, which shows which pages have been indexed, which have been excluded and the specific reason for each excluded page. A site search query (‘site:yourdomain.com’) provides a rough indexed page count.
A canonical tag tells search engines which version of a page should be treated as the original, authoritative version when similar or identical content exists at multiple URLs. Correct canonical implementation prevents duplicate content from diluting ranking signals.
An XML sitemap is a file that lists all the URLs you want search engines to crawl and index. Submitting an accurate, up-to-date sitemap to Google Search Console helps search engines discover and prioritise your most important pages.
Internal links — links from one page on your site to another — are how search engine bots navigate your site. Pages with no internal links pointing to them (orphan pages) may never be discovered by crawlers. A strong internal linking structure ensures all important pages are accessible.
Thank-you pages, login pages, filtered or sorted versions of catalogue pages, internal search results pages, staging or test pages and any page where indexing would produce duplicate or thin content. Excluding these pages improves the overall quality of the indexed content.
Google typically re-crawls frequently updated, well-linked sites every few days. Less active sites may take weeks between crawls. Changes submitted via Google Search Console’s URL Inspection tool can be prioritised for faster re-crawling.
A redirect sends a user (and search engine) from one URL to another. A 301 redirect passes ranking signals from the old URL to the new one. Incorrect redirects (redirect chains, redirect loops or redirects to irrelevant pages) waste crawl budget and can prevent important pages from being properly indexed.