A fictional business. The figures are a modelled scenario, not a client result.
Policy schedule · No. TB-5M-SIGNAL
Get Ranked On Top · Technical SEO
Trakia Brokers
Insurance brokerage · Stara Zagora, Bulgaria
* Fictional business; every figure on this page is a modelled scenario. See the note beside the results.
Schedule of benefits
Form TB/5/SIG
§1.1 Definitions. In this Schedule, “the Site” means the public website operated by the Policyholder, including every URL generated by its content management system, whether or not linked, submitted or intended to be found; “Crawler” means any automated agent of a search engine acting in good faith.
§1.2 Interpretation. Headings are for convenience only. Words in the singular include the plural. A reference to a page includes each of its parameterised variants unless a canonical declaration provides otherwise, and silence shall not be construed as such a declaration.
¹§1.3 Benefit. Online quote requests: +112%, measured as completed online quotation forms for motor, property and health cover over the final month of the policy period, against the baseline month.
§2.1 Scope of cover. The Engagement extends to technical performance, indexation, structured data and the mobile quotation journey. It does not extend to paid placements, third-party comparison portals or the weather in Stara Zagora on any given Tuesday.
§2.2 Exclusions. No undertaking is given as to the position of any page on any results page on any day. Search engines are independent parties whose algorithms the Agency neither controls nor warrants, and any modelled figure herein is illustrative only.
²§2.3 Benefit. Mobile load time: 7.4s → 2.1s, being the 75th-percentile Largest Contentful Paint on mobile devices, field data, for the quote landing pages most often reached from search.
§3.1 Duties of the Policyholder. The Policyholder shall grant read access to analytics and Search Console, shall not reinstate the retired homepage slider, and shall notify the Agency before installing any plugin described by its vendor as “all-in-one”.
§3.2 Measurement. Figures are measured as calendar-month totals against a baseline month immediately preceding commencement, on the 75th percentile of field data where performance is concerned, and are rounded in the ordinary way.
³§3.3 Benefit. Duplicate URLs: 5,200 → 0, being parameterised quote-form addresses in the index, each now consolidated to its canonical product page or returned as gone.
§4.1 Waiting period. Changes to indexation may take several crawl cycles to be reflected. The Policyholder acknowledges that removed URLs may linger in a search index for a period after removal and that this is not a claimable event.
§5.1 Notices. Any notice under this Schedule shall be in writing and delivered by email to the addresses on the cover page, and shall be deemed received on the next working day following dispatch, Bulgarian public holidays excepted.
⁴§4.2 Benefit. Organic sessions: +79%, being sessions arriving from unpaid search results across the final month, modelled, compared with the month before commencement.
§5.2 Severability. If any provision is held unenforceable, the remainder shall continue in full force. No delay in exercising a right is a waiver of it. This Schedule is governed by sound engineering and plain common sense.
§6.1 Entire agreement. This Schedule, the plan it is built on and the monthly reports together form the whole engagement. Nothing in the small print is intended to be hidden, which is precisely why the reader is handed a loupe.
Drag the loupe across the small print. Four clauses are benefits, not exclusions.
Article I
Whereas: An ageing CMS generated thousands of duplicate quote-form URLs and took over seven seconds to load on mobile, where most policy searches happen.
Trakia Brokers sells motor, property and health cover from one office in Stara Zagora. Most people looking for a policy do it on a phone, between other things, and they compare three brokers before they call one. A page that takes seven seconds to show a form loses most of them to the broker whose page does not.
Search engines had the opposite problem: far too much to read. The CMS minted a new address for every step, product and referral of the quote form, so the crawler spent its time on near-copies while the pages that sell policies waited in line.
Field data at commencement
| Metric | Before | After |
|---|---|---|
| LCP | 7.4 s | 2.1 s |
| INP | 480 ms | 160 ms |
| CLS | 0.31 | 0.02 |
| Page weight | 4.8 MB | 0.9 MB |
Mobile, 75th percentile, modelled.
Article II
5,200
indexable quote-form URLs (?product=&step=&ref=) with no canonical, each a thin near-copy of one of 14 product pages.
74%
of Googlebot requests in the server logs spent on those parameter variants, leaving new product pages uncrawled for weeks.
7.4s
mobile LCP (p75, field). A 3.1 MB homepage slider, 14 render-blocking scripts and four web-font files loaded before any text.
61%
of the 5,800 sitemap entries were non-canonical, redirected or blocked: a map that pointed the crawler at the problem.
0
structured data blocks. No InsuranceAgency, no Service, no FAQPage, no BreadcrumbList; office hours lived only in an image.
23
fields on the mobile quote form, 28 px tap targets, no numeric keyboards and a reset on every validation error.
Article III
Four undertakings, delivered under our Signal plan (technical seo). Each is written the way a policy is: a clause, then the specific work that discharges it.
§ 3.1
The Agency shall make the first useful screen appear before the visitor's patience lapses.
§ 3.2
Every page shall have exactly one address, and the index shall hold only pages worth finding.
§ 3.3
The Policyholder's identity and cover shall be stated plainly to machines as well as people.
§ 3.4
A quote shall be requestable with one thumb, on a bus, on a weak signal.
Article IV
Month 1
Full crawl of 6,000 URLs, a month of server logs and field data as baseline. Quote-form parameters mapped; canonicals and noindex shipped on the worst offenders in week two.
LCP 5.3s · dupes 3,150
Month 2
Orphaned variants returned as gone, sitemap rebuilt to 214 canonical URLs, internal links repointed. The homepage slider retired; blocking scripts deferred.
LCP 3.6s · dupes 940
Month 3
Critical CSS, system fonts and server caching take mobile LCP under 3 s. InsuranceAgency, Service and FAQPage markup deployed and validated.
LCP 2.6s · dupes 120
Month 4
Nine-field, three-step quote form with saved progress, numeric keyboards and inline errors. Sticky call bar during office hours.
LCP 2.3s · dupes 0
Month 5
Product pages per cover type expanded with FAQs; regression monitoring for duplicates and vitals; a maintenance runbook for the in-house team.
LCP 2.1s · dupes 0
Article V
+112%
86 → 182 completed quote forms a month
7.4s → 2.1s
Needle: after. Dashed: before. Under 2.5 s is good
5,200 → 0
Parameter variants left in the index
+79%
3,400 → 6,090 sessions a month
| Query | Searches / mo | Before | After |
|---|---|---|---|
| гражданска отговорност Стара ЗагораMTPL car insurance, Stara Zagora | 1,300 | 24 | 3 |
| каско Стара ЗагораCasco (comprehensive) cover | 880 | 31 | 4 |
| застрахователен брокер Стара ЗагораInsurance broker, Stara Zagora | 590 | 9 | 1 |
| застраховка имот онлайнHome insurance online | 720 | 47 | 8 |
| зелена карта онлайнGreen card online | 480 | not ranked | 6 |
| здравна застраховка ценаHealth insurance price | 390 | 38 | 11 |
Article VI · Execution
A technical audit, a written plan and month-by-month delivery, with no small print you need a loupe to read.