| Client | A US healthcare technology and services company (name withheld) |
| My role | Freelance SEO and analytics specialist, working with the marketing team and the site developer |
| Period | 2026, ongoing |
| Platform | A WordPress site rebuilt as a JavaScript single-page app, served through a Cloudflare Worker |
| Focus | Migration clean-up, indexing, lead tracking, reporting and paid search setup |
The starting point
The company had moved from WordPress to a JavaScript app. Old articles, podcasts and case studies were missing or pointed to the wrong place, internal tool pages were open to search engines, and analytics counted every visit to the contact page as a lead, so the lead numbers were inflated.
What I did
- Restored or redirected legacy articles, podcasts and case studies, and redirected old case-study URLs at the edge in the Cloudflare Worker
- Mapped and prepared 235 redirects and more than 50 “410 gone” responses, and audited 207 soft 404s
- Rewrote titles on 96 pages, cutting truncated titles in search results from 59 to 12
- Set admin, draft and campaign routes to noindex, and checked it in the rendered page, because a JavaScript app can look different to Google than its source code
- Rebuilt lead tracking in Google Tag Manager: a lead now fires only when the form’s success message appears, and booking clicks are tracked as their own event. Tested live before the old rule was switched off
- Checked campaign links before an email sequence went out and found a redirect that stripped the UTM tags from all four links, which would have hidden the campaign in analytics. Flagged it with the fix before the send
- Built a Looker Studio dashboard for US organic search and set up weekly reporting
- Researched keywords and built search campaigns, left paused for the client’s review, and paused an automatic campaign set to spend $30 a day optimising for a non-lead event before it spent anything
Results so far
- Lead numbers now count real enquiries, not page views, so reports and ad bidding work from the right signal
- Legacy content is back in place or redirected, and internal pages carry noindex
- $0 spent on the automatic campaign that was optimising for the wrong goal
What to keep in mind
Traffic results from this work are still being measured, so I do not quote growth numbers here.
Need a technical audit?
Send me your site and what has changed recently. I will tell you where I would look first.