Location pages indexed
18% → 91%
Fryline Kitchens
Multi-brand delivery kitchen operator · Manchester
How a delivery-kitchen operator fixed 1,100 broken location pages across 6 brands
Headline8 months
Location pages indexed
18%to91%
Indexed location pages 18% → 91%
Service
Baseline
Location pages indexed
18% · 201 of 1,116
Tickets bumped
0/12
Grill
On order · diagnosing+ 6 more on the rail
Fry
Cooking · building the fixPass
Shipped · awaiting recrawl- Station clear
Bumpednothing yet — the rush is on
Rail clock: 10:00 on a ticket = one month of work. Modelled scenario.
01The rush
Six virtual brands across 31 kitchens had produced over 1,100 templated location pages. Most were soft-404s or canonicalised to the wrong city, so Google indexed less than a fifth of them.
Fryline Kitchens runs 6 delivery-only brands out of 31 dark kitchens across Greater Manchester and the North. Each brand had a page for every area it might deliver to — 1,116 in all — generated from one template that knew nothing about which kitchen actually served the area.
When no kitchen was in range the page still returned 200 with “no kitchens near you”. Satellite towns inherited a canonical to /manchester. Google treated most of the estate as duplicates or soft-404s, and orders went to aggregator apps that charged up to 30% commission.
- Brands
- 6
- Kitchens
- 31
- Location pages
- 1,116
- Indexed at start
- 201
Crisp Theory · Bao Down · Smash Club · Green Fork · Wing Shift · Late Loaf
02Audit check
What the printer said on day one.
Fryline Kitchens
Technical audit · 1,116 URLs
- IndexLocation pages submitted1,116
- IndexIndexed (Search Console)201
- IndexSoft-404: 'no kitchens near you' shells412
- IndexCanonical → wrong city238
- CrawlParameter URLs crawled / month61,300
- CrawlGooglebot hits on location pages14%
- CrawlSitemap entries returning 3xx/4041,870
- LinksLocation pages with 0 internal links533
- LinksMedian click depth from home7
- SpeedINP p75, mobile, menu pages410ms
- SpeedMenu JS shipped on first load1.3MB
- LocalPages with opening hours in HTML0
Pages earning orders18%
Search: “fried chicken delivery salford”
fryline.co.uk › crisp-theory › salford
Crisp Theory Salford | Fryline
Sorry — there are no kitchens near you right now. Try another postcode…
Soft-404 · canonical → /manchester · not indexed
fryline.co.uk › crisp-theory › salford
Crisp Theory Fried Chicken Delivery in Salford · Open till 2am
Delivered from our Ordsall kitchen in ~25 min. Wings, tenders & loaded fries. Order direct, no app fees.
Indexed · position 2 · Restaurant schema
The diagnosis was not “more content”. It was plumbing: the estate told Google 1,116 times that a page existed, then gave it nothing to index, the wrong canonical, or no link to find it by — and the few pages that did rank answered a tap in 410ms.
03The line
Four stations, one ticket at a time.
Built on our Signal plan (technical seo): fix what Google can crawl and trust before writing a word more.
- Station 01 · Grill
Programmatic location pages
Every brand × delivery-area page now earns its URL. The template pulls the real kitchen behind each area — opening hours, delivery radius, ETA and that brand's live menu — server-rendered so Googlebot sees it on first byte. Combinations with no kitchen in range return 410 instead of a "no kitchens near you" shell.
- Station 02 · Fry
Crawl budget
61,000 filter and sort URLs were eating 86% of Googlebot's visits. Parameters were noindexed and pattern-blocked, sitemaps split into six per-brand files with honest lastmod dates, and a weekly log-file watch alerts if any template loses crawl share.
- Station 03 · Pass
Internal linking
Nine city hubs link to every live kitchen page within two clicks, breadcrumbs carry brand → city → area, and each page links to four adjacent areas. Orphan location pages fell from 533 to 11, and click depth from seven to two.
- Station 04 · Expo
Core Web Vitals
The menu used to hydrate as one 1.3MB bundle, so the first tap on “Add” stalled. Menu sections became islands, the basket widget and seven tags moved off the input path, and INP at p75 fell from 410ms to 160ms.
048 services
Month by month on the rail.
- Month 0124% idx
Mise en place
Crawl of all 1,116 URLs, 90 days of log files, Search Console page reports split by brand. Canonical fix shipped in week 3.
- Month 0237% idx
Clear the shells
412 soft-404 shells triaged: 348 gained a real kitchen + menu, 64 empty combos returned 410. Parameter facets blocked.
- Month 0351% idx
New template on the line
Location template rebuilt with server-rendered hours, delivery radius and brand menu. Six per-brand sitemaps live.
- Month 0463% idx
Hubs and spokes
Nine city hubs launched; median click depth falls from 7 to 2. Indexation passes 60%.
- Month 0572% idx
Fix the input lag
Menu islands ship; basket widget and tags deferred. INP p75 drops under the 200ms ‘good’ line for the first time.
- Month 0681% idx
Neighbourhood links
Breadcrumbs and adjacent-area links on every page; orphan pages fall from 533 to 11.
- Month 0787% idx
Structured kitchens
Restaurant schema per kitchen and brand; log-file watch alerts on any template losing crawl share.
- Month 0891% idx
Board clear
91% of location pages indexed; QA reports per brand handed to the in-house team as a weekly ritual.
05Service report
The board, cleared.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Crawl errors
-87%
Organic order clicks
+204%
INP (p75)
410ms → 160ms
410
160
0200 good500 poor600ms
Rankings · Google UK, mobile, month 8
| Query | Landing page | Before | After |
|---|---|---|---|
| fried chicken delivery salford | /crisp-theory/salford | not indexed | #2 |
| bao delivery manchester | /bao-down/manchester | 34 | #3 |
| smash burger stockport | /smash-club/stockport | not indexed | #4 |
| late night food delivery bury | /late-loaf/bury | 61 | #5 |
| vegan delivery chorlton | /green-fork/chorlton | not indexed | #3 |
| wings near me didsbury | /wing-shift/didsbury | 48 | #6 |
| burger delivery oldham | /smash-club/oldham | not indexed | #7 |
| fried chicken open now leeds | /crisp-theory/leeds | 72 | #8 |
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Hundreds of templated pages, little of it indexed? Signal starts with the crawl, the canonicals and the links — then the speed.
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