The Problem
The client operated a cognitive impairment testing platform for elderly and impaired drivers across North America. Their digital presence had a serious structural problem. Two separate websites were sitting inside a single root folder. Internal linking was cannibalized, meaning pages were competing against each other instead of supporting each other. The external link structure was messy and unfocused.
The result was predictable. Google couldn’t crawl or index the site properly. Pages that should have ranked were invisible. Traffic was flat, and the few visitors who did arrive had no clear path to convert. The site was essentially working against itself.
What i Did
This was a technical SEO project from start to finish. No paid ads, no quick fixes. The entire foundation needed to be rebuilt.
I consolidated both websites into a single clean domain structure. Every URL was audited and redirected properly so no existing authority was lost in the transition.
The information architecture was rebuilt from scratch. Page hierarchy, category structure, and navigation were redesigned to reflect how users actually search for and evaluate cognitive testing services.
Internal linking was completely rewritten to distribute authority where it mattered most. Instead of pages competing, they now supported each other in a logical topical structure that Google could follow.
URL patterns were fixed and standardized. Duplicate content issues were resolved. Page templates were optimized for both users and crawlers, improving load times, readability, and indexation signals simultaneously.
Keyword research informed every structural decision. On-page copy was developed around search terms tailored to the client's specific audience. Alt text was implemented across all images. Unnecessary pages were removed based on Google's best practices to reduce crawl waste and concentrate authority.
Tracking tags were set up and analytics platforms were integrated so every improvement could be measured against real performance data.
The Approach In Short
This wasn't about publishing more content or chasing backlinks. The site was broken at the structural level. Fixing the foundation, consolidating the properties, and building a clean architecture unlocked the organic growth that was already waiting.