Case study Technical SEO
Turning a Google hit into six weeks of organic growth
Lily Charmed is a UK charm-jewellery brand that lives on organic search. They came to us after a sharp drop in Google rankings. We cleared the index bloat dragging the site down — and within six weeks, traffic and revenue had turned back up.
The challenge
Lily Charmed sells charm jewellery that people give to mark a moment — the kind of store that lives or dies on organic search. When they came to us, Google visibility had taken a sharp hit, and because so much of the revenue is search-led, that hit landed straight on the bottom line.
Under the hood, the real problem was scale gone wrong. Google had crawled tens of thousands of URLs it simply would not index. At the start of our engagement, Search Console listed 68,751 pages as not-indexed against roughly five thousand that were — textbook ecommerce index bloat, where stale, thin, and near-duplicate URLs bury the handful of pages that can actually rank.
What we did
- 01
Audit what Google sees, not what the CMS says
We mapped what Google was crawling against what it was actually ranking. The gap made the problem obvious: the index bloat was the anchor holding the whole store down.
- 02
Cut the dead weight
We pruned the stale, thin, and duplicate pages so crawl budget goes to URLs that can earn rankings — not to dead ends. This is exactly why impressions dropped over the period. That drop was the plan, not a problem.
- 03
Concentrate authority on pages that convert
With the bloat gone, the pages that matter get found, indexed, and ranked. Top-3 positions and clicks climbed even as the total index shrank.
- 04
Build topical authority (in progress)
We're now building topical authority around the collections and search terms that convert, so the store owns its categories instead of renting a few keywords.
The results
Six weeks in, the picture had turned. Every number below is pulled straight from Lily Charmed's own Ahrefs, Google Analytics, and Search Console, and each is labelled with its source and date range. Nothing here is an estimate we invented or a metric without a receipt.
The evidence
Pulled straight from the client's own dashboards. Every figure is labelled with its source and date.
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