See how ShasBa Marketing rebuilt its SEO foundation, boosting speed, fixing 250+ issues, and restoring indexation for real search gains
Case Study
TABLE OF CONTENTS
- The Discovery: A Clean Site With Problems Beneath the Surface
- The Problems Behind the Performance Drop
- The Rebuild: Fixing the Foundation So Google Can Read the Site Clearly
- The Results: A Site That Performs Because It Is Understood
- What This Means for ShasBa and the Clients We Support
- Build a Website Google Can Trust
Our Website Looked Great. Google Thought Otherwise.
Most websites look fine on the surface, but the structure underneath often limits how far they can go. Our site fell into that trap. Before we could grow traffic or improve rankings, we needed to address the technical issues that were quietly making it harder for search engines to read and trust the site.
This is how we uncovered the real problems, rebuilt the foundation, and created a site Google can finally understand.
I. The Discovery: A Clean Site With Problems Beneath the Surface
We expected minor fixes. Instead, the audit revealed issues that explained the stalled visibility.
- Over 250 structural issues reduced content clarity and search visibility
- Inconsistent metadata and missing titles limited how Google interpreted each page
- Several pages were discovered but not indexed, blocking them from ranking
- Weak crawl signals across key URLs reduced indexing priority
- Slow load times hurt page performance and early user engagement
Search Console showed 19 clicks and 395 impressions across three months. Google saw the pages but had no clear way to interpret them.
Left unresolved, these issues would have continued to quietly suppress visibility, regardless of how much content or paid media investment followed.
The site looked fine to visitors. To a search engine, it lacked structure.
II. The Problems Behind the Performance Drop
Three issues created the pattern we were seeing.
Slow, unstable performance
Mobile performance was low because large images and certain code slowed down what visitors saw first.
Unclear on-page signals
Google had little guidance. Important pages lacked structure and clarity, making it harder for Google to interpret the content and show it to the right audience.
Indexing instability
Dozens of URLs were crawled but left unindexed. Google was receiving mixed indicators about the site, which limited visibility and stability in rankings.
The system was working, but the structure underneath was fragmented.
III. The Rebuild: Fixing the Foundation So Google Can Read the Site Clearly
We rebuilt the technical environment step by step and focused on clarity, speed, and structure.
The objective was not to chase scores, but to remove friction so search engines could clearly interpret, trust, and surface the site.
Faster, more stable performance
We optimized the design, cleaned up unnecessary code, and improved how quickly the site load. Desktop performance reached 90, mobile scores moved into the high 60s, and page loads became consistent instead of unpredictable.
Why this matters: Faster, stable pages reduce bounce rates and give search engines confidence to crawl and rank the site more frequently.
Clean on-page SEO signals
We corrected headings, improved metadata, removed outdated URLs, and fixed canonical conflicts. The audit score moved from 76 to 100 and all 256 issues were resolved. Pages that previously sent mixed signals finally aligned.
Why this matters: Clear on-page signals help Google understand what each page is about, which directly affects rankings and visibility.
A clearer index
As the structure settled, Google crawled the site more consistently. More URLs moved into valid indexing and visibility shifts became stable instead of random.
Why this matters: When indexing is predictable, new and existing pages have a real chance to perform instead of being ignored.
This created an environment where new content could perform as intended.
What became clear during this phase was that the problem was never a lack of effort or expertise; it was that the site was not being interpreted the way it was intended.
Extending the rebuild for GEO and AEO
This rebuild was also designed with a broader search goal in mind. Alongside stronger Google performance, we wanted to improve how the site could be interpreted across GEO and AEO environments, where AI systems and answer engines rely on clear structure, service relevance, and well organized content to surface useful business information.
Why this matters: That meant the technical rebuild was about more than rankings alone. It was about making ShasBa easier to understand across both traditional search and emerging AI led discovery.
IV. The Results: A Site That Performs Because It Is Understood
As the technical fixes settled, Google began crawling the site more reliably. Pages that were previously ignored started appearing in the index, and Search Console began showing clearer signals across clicks, impressions, and ranking behavior.
A. Improved Page Speed
Before optimization, ShasBa’s site loaded slowly on both devices. Mobile scored 56 and desktop scored 66, with mobile showing long delays in rendering due to heavy files and unused code.
Mobile - Pagespeed before
Desktop - Pagespeed Before
We reduced image weight, removed blocking resources, cleaned unused CSS and JavaScript, simplified the DOM, and preloaded important assets. These adjustments lowered LCP, stabilized layout behavior, and improved how fast core content appeared.
After deployment, desktop performance increased to 90, and mobile moved into the high 60s. Overall site performance improved across speed, user experience, and technical quality.
After Report - Mobile Performance
This is where many brands misstep by scaling content or ads too early, without fixing the system responsible for visibility.
After Report - Desktop Performance
Independent testing tools showed significant improvements in speed and stability.
Ubersuggest recorded a 1.3s desktop load time and strong stability signals on both mobile and desktop.
B. Boosted Search Performance
In the earlier period, Search Console recorded 19 total clicks and 395 impressions. Visibility was unstable, and most queries produced only isolated impressions, with no sustained trends.
Before optimization
This showed the core issue clearly: the website did not give Google clear enough information to show the pages for valuable search terms.
After optimization
In the 3-month window following the technical overhaul, performance stabilized and began trending upward. Total clicks increased to 70, impressions rose to 28.2K, CTR improved to 5.1%, and average position strengthened to 30.6.
The graph shows a shift from sporadic impressions to steady daily visibility. Spikes in impressions correspond to improved crawl behavior and better alignment between content, metadata, and user queries.
C. Ranking Improvements by Query
The improved structure allowed Google to surface ShasBa for early-stage marketing searches, local SEO terms, and branded queries. Rankings began landing on page one and two for relevant topics, including:
- “shasba” – position 2.2
- “small business marketing” – position 11.2
- “small business near me” – position 2.0
- “how to grow your business with instagram” – position 34.0
- “publicité numérique 101” – position 10.8
These numbers show that the site no longer lived in isolation. It began appearing for the types of searches that feed awareness and pipeline flow for service-based businesses.
D. Organic Traffic Growth
Ubersuggest validated this trend with organic traffic climbing from near-zero to 21 monthly visitors, with movement upward across multiple months. While still early in the growth curve, the shift confirms that technical stability and on-page clarity translated into measurable real-world reach.
These gains were early, but they showed a clear trend. Once the structure improved, Google could interpret the site and reward it.
E. GEO and AEO visibility gains
The visibility gains extended beyond traditional Google rankings. As the site structure became clearer and service pages aligned more closely with user intent, ShasBa also began showing early traction in GEO and AEO related environments.
This mattered because answer engines and AI assisted search rely on many of the same foundational signals as technical SEO, including crawlable structure, clear topical relevance, and well organized service content.
Once those signals improved, the site became easier to interpret across both standard search results and emerging AI driven discovery experiences.
Early tracking indicated visibility for core service themes such as SEM services and social media marketing, along with blog-led discovery through content like Top social media for 2025.
While some platforms limited full keyword visibility without a plan upgrade, the available data still showed that ShasBa was beginning to appear for meaningful nationwide queries tied to its services.
This added another layer to the rebuild. The work improved more than indexing, speed, and rankings. It also helped position the site for the way users increasingly discover providers through AI generated summaries, answer engines, and prompt based search.
Importantly, we began gaining traction within six months or less, with early visibility showing up across core service themes and AI-related search experiences as the site became easier to crawl, interpret, and surface.
V. What This Means for ShasBa and the Clients We Support
A stronger foundation leads to better performance, faster load times, and more reliable search visibility. Google can move through the site without confusion. When these elements line up, every new page has a smoother path to indexing and ranking.
The process we used for our own site is the same one we apply to client projects. We fix the technical issues that slow visibility and create stable systems that support long-term growth.
VI. Build a Website Google Can Trust
If your website feels slow or hard to find, the issue may sit deeper than content. A technical rebuild can improve speed, stability, and how search engines interpret your pages.
We work with growth-focused brands across the US and Canada, helping them scale with technical clarity and AI-driven marketing strategies.
We work with brands that want clarity, stability, and scalable visibility. If that sounds like you, let’s talk.
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