We Generated 600,000 Extra Organic Visits Per Month

Project Type

Technical SEO Audit


Classified Ads


This complex project was carried out for one of the world’s top ten classified ads websites, operating in 16 countries and 11 languages. It offers users a simple and sociable shopping and selling experience through an extensive range of advertising categories.

Users can buy and sell a range of services and products to the general public, including jobs, property, cars and more.

The Problem

Our client had historically enjoyed strong organic performance but in recent years had experienced a slowdown, both on the UK site and internationally. Due to the size and complexity of the international sites, we suspected that the cause was a combination of underlying technical SEO issues and changes to the wider search landscape which the business hadn’t kept up with.

Our Solution

To be certain that Google was crawling and indexing the sites correctly, we needed to ensure that they were technically sound. Each site had in the order of hundreds of thousands of URLs, so there were plenty of opportunities for a small development decision to create a huge indexing issue.

We conducted a comprehensive technical site audit that aimed to identify issues any and associated areas for improvement.

As all the sites utilised the same template, a lot of the recommendations were universally applicable.

However, we also performed a secondary analysis on each individual property to catch any issues unique to that particular site.

The extended technical analysis included:

  • XML sitemap diagnostics to make the site easier to crawl
  • Penalty analysis to determine whether the site was being held back by an algorithmic action or a penalty
  • Sub-domain migration analysis to highlight lingering issues from a website migration carried out prior to appointing us
  • A thorough review of over half a million URLs, categories, and filters Detailed site structure analysis to identify redundant and duplicated URLs
  • A review of hreflang setup to ensure correct implementation for appropriate geographic/linguistic audience targeting
  • Structural analysis to make sure that the various properties remained untangled from each other

Jumpstart Your Success

The Results

We produced a comprehensive 180-page technical audit with over 155 action points to be implemented by their web development team. We also provided a detailed report on site structure outlining areas for improvement across thin categories, vanity categories, user intent, and more.

What The Client Said

“We benefited greatly from Custard Online Marketing’s inclusive follow-up consultations and ad-hoc technical consultancy throughout… We’d have no hesitation recommending them for complex projects like ours.”

During the 12 months following the implementation of our advice, the UK site’s Sistrix visibility score (pertaining to organic search) increased by 286%, which translated into an additional 600,000 organic users per month, with organic revenue increasing by 18% YOY.