The Challenge
Polaris Health had undergone two site migrations in three years, and each one had left behind a layer of technical debt. By the time we were engaged, the site had hundreds of broken redirects, widespread canonicalization issues pointing Google to incorrect page versions, and a significant portion of their most valuable service pages effectively deindexed due to a misconfigured robots.txt that had been in place since the last migration.
Our Approach
This was a technical-first engagement with no content component in scope. We audited the full redirect architecture and rebuilt it cleanly, eliminating redirect chains and fixing broken links. The robots.txt was corrected immediately — that single fix re-exposed over 60 previously blocked pages to Google's crawler. Canonical tags were audited and corrected across the site, and a monitoring setup was put in place to catch technical regressions before they compound.
The Results
Within four months, indexed pages had increased by 40%, crawl errors were down 68%, and organic impressions had nearly doubled. The site was finally visible for the service terms it should have been ranking for all along.
"They found crawl issues our previous agency had missed for years. Rankings improved within weeks of the fixes going live."