VMware Sees Significant Organic Search Improvement by Fixing Technical SEO Issues

Diagnosing and fixing common technical SEO issues is a crucial part of any holistic white hat SEO strategy and provides an incremental boost to organic search performance – especially for larger domains with many URLs. When an important VMware business unit domain suddenly saw a sharp decline in organic search impressions and clicks a comprehensive technical SEO audit was needed to identify and fix the SEO technical issues. While Firebrand had been improving technical SEO for this domain for a while (core web vitals, broken links, duplicate content) we conducted a deeper technical SEO analysis that led to the discovery of incorrect SEO canonicalization that caused a large number of URLs to be removed from the Google index. After rolling out the fix for this – along with improving additional SEO canonicalization – VMware not only recovered the lost organic search impressions and clicks, but has since seen improved monthly numbers.