Runyon Surface Prep’s website had numerous technical issues that contributed to poor performance. Several of the pages used similar content and SEO keywords, making it difficult for search engines to “read” and rank the pages based on specific search terms. As a result of these and other technical SEO issues, their core service pages were not displaying when people searched for flooring service providers or for the many products Runyon offered.

Another issue was that e-commerce tracking had not been installed on the website. As a result, the company could not view conversion data or gain a clear picture of ROI. Resolving these issues would involve a website audit followed by monthly technical fixes and sitewide content edits.

The website needed an overhaul to repair technical glitches, reorganize page content, and implement a strong SEO strategy. To accomplish these goals, we started with a technical audit of the website covering the back-end structure, integrations, analytics tracking, page categorization, content cannibalization prevention, and keyword optimization. 

An audit uncovered over 1 million technical issues — a staggering number for any website. Duplicate page URLs, non-indexed pages, duplicate content, lack of internal linking, and a confusing site structure are just a few of the items our team noted. Since technical problems occur “behind the scenes,” Runyon Surface Prep was unaware that these issues were affecting their website's overall performance. 

Auditing website content was the next phase. Here, the team noted repetition across several areas, while other pages lacked well-written content. After a thorough analysis, we developed a strategy to overhaul content on the most critical pages and implement a focused keyword strategy to improve organic traffic and search rankings.