A fictional business. The figures are a modelled scenario, not a client result.
Health & Wellness · Varna, Bulgaria
A page-builder site took 7.4s to load on mobile and a botched redesign had dropped 40% of its indexed pages, including every doctor profile.
01Presenting complaint
A page-builder site took 7.4s to load on mobile and a botched redesign had dropped 40% of its indexed pages, including every doctor profile.
Kardia Varna is a private cardiology practice with fourteen consultants, a Holter and echo lab, and patients who usually search on a phone in the evening, often worried. The redesign looked modern in a desktop browser. On a mid-range Android over 4G, the first readable thing appeared after seven seconds.
Worse, the new theme changed every URL pattern without a single redirect. Searches for a doctor by name, historically the clinic's best converting traffic, now landed on a 404 or a competitor. Consultation requests from search had fallen to a trickle.
02Diagnostics
Field data from the Chrome UX Report, a full crawl, server logs and Search Console coverage, read side by side.
Mobile LCP at 7.4 s (p75 field data). The hero slider loaded four 2,400 px JPEGs before the headline painted.
LCP 7.4s1.9 MB of page-builder JavaScript on every URL, 41 render-blocking requests, layout shift from late web fonts.
CLS 0.31The redesign changed every URL pattern with no redirects. 1,320 crawl errors; 40% of previously indexed pages gone.
404 × 1,320All 14 doctor profiles were dropped into a single JavaScript tab panel with no own URL, so none could be indexed.
0 / 14No Physician, MedicalClinic or MedicalProcedure markup; opening hours and address appeared only inside an image.
0 entities37 orphaned condition pages, three-click-deep booking, duplicate Bulgarian/English pages without hreflang.
37 orphansBooking form validation and a third-party chat widget blocked the main thread on tap.
INP 480ms03Treatment plan
Stop the bleeding first, then restore circulation. The work ran on our Signal plan (technical seo), with a fixed scope and a monthly vitals report.
Rx 1
Make the site fast for a worried patient on a phone, measured in field data, not lab scores.
Rx 2
Recover every URL the redesign lost and stop the crawl budget bleeding into dead ends.
Rx 3
Give each cardiologist a page search engines can understand as a real, qualified person.
Rx 4
Turn a pile of pages into a body with a circulation: conditions, tests and doctors all connected.
04Chart notes
Rebuilt the redirect map from server logs and the old sitemap: 612 legacy URLs pointed at their nearest live equivalent, chains collapsed to a single hop.
0/14 profiles ranking · 610 errors
Moved to static templates on the same domain. JavaScript shipped per page dropped from 1.9 MB to 210 KB; the hero image became an AVIF with explicit dimensions.
3/14 profiles ranking · 180 errors
All 14 cardiologists got a profile again with Physician and MedicalClinic schema, credentials, languages, procedures and a booking link.
7/14 profiles ranking · 64 errors
Responsive images, preloaded LCP asset, system font stack and a single critical CSS file inlined under 14 KB.
9/14 profiles ranking · 31 errors
Condition pages link to the doctors who treat them and the tests involved; every profile links back. Orphan pages went from 37 to 0.
12/14 profiles ranking · 18 errors
Third-party chat widget deferred until interaction, booking form validation moved off the main thread.
13/14 profiles ranking · 14 errors
Field-data alerts on LCP and INP, a crawl budget report every Monday and a checklist for every new doctor page.
14/14 profiles ranking · 12 errors
Lead II · Month 7 of 7
Steady
LCP
1.6s
CLS
0.03
INP
130ms
Monitoring & handover
Field-data alerts on LCP and INP, a crawl budget report every Monday and a checklist for every new doctor page.
05Discharge summary
7.4s → 1.6s
1,320 → 12
0 → 14
+131%
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
+189% organic consultation requests, month 7 against the baseline month.
| Query | Vol/mo | Before | Month 7 | Page |
|---|---|---|---|---|
| кардиолог Варнаcardiologist Varna | 2,400 | #23 | #2 | Home |
| холтер ВарнаHolter monitor Varna | 590 | not in top 100 | #1 | Test |
| ехокардиография Варнаechocardiography Varna | 480 | #41 | #3 | Test |
| детски кардиолог Варнаpaediatric cardiologist Varna | 320 | not in top 100 | #4 | Doctor |
| аритмия лечение Варнаarrhythmia treatment Varna | 260 | #58 | #5 | Condition |
| тест с натоварване Варнаstress test Varna | 210 | not in top 100 | #2 | Test |
| д-р Петрова кардиологDr Petrova cardiologist | 170 | not in top 100 | #1 | Doctor |
| private cardiology clinic VarnaEnglish-language search | 140 | #34 | #3 | EN home |
Your site's vitals
A technical audit, a migration safety net and a monthly vitals report, scoped before we start.