The situation
The client supplies Lenovo, HP, Epson and other business hardware to resellers and corporate buyers from Dubai. Its old site was replaced with a new WordPress build. A relaunch is risky for any catalogue: old URLs break, pages are left set to noindex, and product pages go live with no focus keyword.
What we found
Our page-by-page audit on 20 October 2026 found:
- 27 of 44 pages indexed, and 17 not yet indexed.
- 9 of those 17 were still excluded by a noindex tag left over from before the relaunch. They were guides and buyer articles.
- The rest were "discovered but not crawled" or unknown to Google, mostly newer product pages.
- Most pages had no focus keyword set, so every keyword test failed. Several titles were too long and some images had no alt text.
- Two old sitemaps were still submitted in Search Console and now returned 404.
What we did
- Gave every page a job. Each of the 44 pages got a target phrase, such as "Lenovo ThinkSystem servers Dubai" or "ready stock IT hardware Dubai", mapped to one page.
- Tightened titles and meta descriptions (edits applied on staging first). Titles were kept to about 50 to 57 characters and descriptions to about 140 to 160, with a quote request as the action.
- Added the missing phrases naturally. The real problem was not keyword stuffing. Target phrases were missing. The highest exact-keyword density we measured was 1.22%.
- Mapped old URLs. Old service, news and team pages were 301-redirected to their new equivalents.
- Checked structured data (breadcrumbs, FAQ, product-collection and service markup) page by page.
- Listed lead-capture pages to build next: a request-for-quote page, a weekly stock-list download, a dealer application and model pages.
Results so far
| Measure | Result |
|---|---|
| Pages indexed (20 Oct 2026) | 27 of 44 |
| Pages on our internal Rank Math check at 8 to 10 out of 10 | About 30 of 40 |
| Mobile bugs found and fixed in QA | Including a products page that scrolled sideways on phones |
| Pages awaiting re-crawl after noindex removal | 9 |
These are early, honest numbers. Traffic and enquiry gains need several weeks of data after Google re-crawls the pages.
What we would do next
Request re-crawling of the 9 pages that were noindexed, build the quote-request page, and add one page per popular server model. We will update this case study with Search Console clicks and enquiries once the data exists.
Lessons for ecommerce teams
- Check noindex and robots settings before launch, not after.
- Give every product and category page one clear target phrase.
- Treat "discovered, not crawled" as an internal-linking and quality signal, not a bug in Google.
Client details are anonymised. Figures come from the client's Google Search Console exports, site audits and our own checks, as dated above.