Turning SEO guesswork into evidence-based decisions

The client needed a technical SEO and content overhaul, including decisions on which pages to restructure, merge, or remove. The usual approach would have been to act on an audit's recommendations alone.

Every proposed page-level change was checked against actual traffic data before being greenlit, not just against the audit. Meta descriptions were rewritten across key pages, GTM tracking issues were resolved, and a flagship page was restructured based on what visitors were actually doing rather than on assumptions.

A leaner site architecture built on evidence rather than opinion, with tracking fixed so the next round of decisions has reliable data behind it too.