Smart Web Agency loves taking on projects where we can make a real difference. Recently, we worked with an entertainment brand based in London, a creative business that had a great website, but one big problem it wasn’t showing up in Google search results.
The team knew something wasn’t right, so they reached out to us to investigate. What we discovered was stopping their site from ever having a chance to rank, and once fixed, it transformed the way their website performs online.
The Challenge
The main issue was hidden in the site’s settings: many important pages had nofollow and noindex tags applied. This meant Google wasn’t allowed to crawl or index them. In other words, the site was invisible in search results.
On top of that, there were several technical SEO problems, from duplicate content to broken links, slow page speed, and weak metadata. These issues were quietly damaging the site’s visibility and user experience.
Our Process
1. Investigating the Root Cause
We began with a full site check-up. Right away, we found the nofollow and noindex tags that were blocking the pages from appearing in search results. Removing these gave the website a fair chance to rank again.
2. Running a Full SEO Audit
Using SEMrush, we carried out a detailed audit. This revealed crawl errors, missing metadata, keyword gaps, duplicate content, and broken links. The audit gave us a clear roadmap of what needed fixing.
3. Fixing Technical Issues
Our technical audit covered everything from hosting and SSL to site structure and crawlability. We:
- Fixed canonical errors, 404s, and redirects
- Repaired duplicate content and broken internal links
- Cleaned up metadata issues
We also double-checked indexing in Google Search Console to make sure important pages were finally showing up where they should.
4. Improving Crawl Efficiency
Not all pages are useful for SEO, so we blocked unnecessary ones (like parameter pages) and created a fresh XML sitemap. We also optimised the robots.txt file so search engines would focus on the most valuable content.
5. On-Page Optimisation
We fixed missing and duplicate H1 tags, organised heading structures, and updated meta titles and descriptions. These changes made the site more user-friendly and keyword-relevant.
6. Speeding Things Up
Nobody likes a slow website. We improved performance by compressing images, enabling caching, and minifying code. These tweaks boosted speed, reduced bounce rates, and helped with rankings.
7. Tracking Performance
Finally, we linked the site to Google Search Console and GA4. Now the client can track impressions, clicks, and conversions in real time and spot any SEO issues before they become problems.
The Results
By the end of the project, the entertainment brand based in London had:
- Important pages are now fully indexed and ranking.
- Technical issues like errors, warnings, and duplicate content were eliminated.
- Faster page speed improves both user experience and SEO.
- On-page elements (titles, meta tags, H1s) optimised for visibility.
- Google Search Console & GA4 are providing ongoing performance insights.
The website is now search-friendly, stable, and primed for long-term growth.
Final Thoughts
This project was a perfect example of how small technical issues can hold back a great website. The entertainment brand based in London had the content and design, but technical SEO was standing in the way. Once we fixed these problems, the site became visible, faster, and ready to grow. At Smart Web Agency, we don’t just fix websites; we give them the tools to succeed in search.
FAQs – Problems We Solved
Why wasn’t the site ranking?
Important pages had noindex and nofollow tags, blocking them from search results.
What technical issues were fixed?
We resolved duplicate content, broken links, server errors, 404s, and metadata issues.
Was the site slow?
Yes. We sped it up by compressing images, enabling caching, and cleaning up code.
How did you improve crawlability?
We built a clean sitemap, adjusted robots.txt rules, and blocked irrelevant pages.
How can performance be tracked now?
The site is fully connected to Google Search Console and GA4 for real-time insights.
