It’s still incredibly common for organizations to become frustrated with organic SEO after investing time and money in updating content and keywords to align with higher placement on Google. And while it’s no secret that Google requires much more focus on your website’s technical build and mobile readiness to rank highly these days, many organizations aren’t sure where to start on improving technical SEO.

Specbee specializes in Drupal SEO and can provide the roadmap and technical improvements to get your organization’s Drupal website to where it needs to be for optimal placement on search engines.

Founded in 2016, Ubicquia, a leading technology company is making existing infrastructure smarter with easy, scalable, and innovative solutions. With consistent progress in its projects and a customer base of over 700 spread across the US, Canada, and Latin America, Ubicquia has excelled in its services to cities, utilities, and communications service providers.

The Goal: Ubicquia’s goal was to optimize its online presence and enhance organic traffic. Specbee was entrusted with conducting a comprehensive audit to identify areas for improvement and capitalize on growth opportunities.

Specbee’s steps that made revolutionary changes to Ubicquia’s website:

• Audit - We kicked off the project by first conducting a comprehensive audit of the current organic traffic, keyword, and content analysis as well as Drupal coding that affected technical SEO. We also ran a detailed analysis of on-site and core web vitals issues. Our focus was clear - upscaling Ubicquia’s website performance.
• Organic Traffic Analysis - Once we completed the audit, the next step was to understand the volume of pages crawled but missed indexing with Google.
• Technical Analysis - One of the most critical steps in today’s SEO requirements, Specbee then reviewed the website's technical performance. 
  • Google Search Console analysis: This sheds light on technical crawl and indexing issues of the website URLs. This analysis included discovering issues like additional 404 pages, soft redirects, and URLs not being a part of the sitemap. 
  • Improved page experience: This analysis gave us an early indication of where we needed to look to improve the overall website performance, especially on mobile devices. We used the core web vitals data to identify the key pages that would perform better with improved user experience. These issues included performance issues like slow page load and resource handling.
• Performance Optimization - Utilizing Drupal best practices like Webp, our team addressed sitemap-related problems, redirection, and broken links. 
  • Webp Module: The heavy jpg or png format images were holding the site down, resulting in slow page load time. We addressed this issue using next-gen format for the images to reduce the overall page size which improved the loading time. Thanks to Drupal's latest format for optimizing images - Webp which makes things way easier.
  • Redirect Module: Additionally, the unknown redirects and broken internal/external links within the website were hampering the user experience and the SEO of the website. We identified these issues using Drupal’s Redirect Module. It helped us fix the broken links and reset the correct form of redirects.
  • Sitemap Module: Finally, we reviewed to see if all the right URLs were made a part of the sitemap. This required us to remove HTTP URLs and include the HTTPS URLs. Our team used Drupal’s Sitemap Module to generate an XML sitemap and submitted it to the search engine for crawling and indexing.

Phase I of the project yielded substantial results, elevating the website's overall health score from 75 to an impressive 95. Phase 2 began with focusing on Ubicquia’s user behavior analysis, identifying areas misaligned with user intent, and optimizing content accordingly.