How Slicker boosted site health and visibility with technical SEO

The challenge

Slicker’s newly launched website was struggling with technical SEO problems. A thorough SEO audit identified 1,667 issues at three different severity levels, leading to a site health score of only 82%.

The technical barriers were significant. The website had 188 critical errors that prevented search engines from effectively crawling and indexing it. Among the most urgent issues were duplicate title tags, which meant search engines couldn't differentiate between service pages. Other pages shared duplicate meta descriptions, while some had no meta descriptions at all - missing vital opportunities to attract clicks from search results.

Performance was another major concern. The site was burdened with unminified JavaScript and CSS files, considerably delaying page load times when user experience and Core Web Vitals are ranking factors. The site structure itself presented challenges, with broken internal links, incorrect sitemap entries, and pages returning 4XX status codes.

Without regular technical monitoring, these issues would continue to compound, making it increasingly difficult for potential customers to discover their services through organic search.

Site Health score before technical SEO fixes

Critical SEO errors before technical SEO fixes

The Solution

Fresh B2B implemented a comprehensive Phase 1 technical SEO fix, systematically addressing key issues across four main areas over four weeks.

Content optimisation
We resolved duplicate and missing content elements affecting search engines. We gave 33 pages unique, keyword-optimised titles, crafted compelling descriptions for 31 pages with duplicate meta descriptions to boost click-through rates, and added well-written meta descriptions to 26 pages lacking them, optimising for search engines and user engagement.

We also optimised title tags that exceeded 70 characters, which were being truncated in search results and failing to communicate their full value proposition. Finally, we corrected pages that had multiple H1 tags, establishing a proper content hierarchy that helps search engines understand page structure and importance.

Technical infrastructure repairs
The technical foundation required several critical fixes. We identified and repaired broken internal links affecting service pages. These broken links not only frustrated users but also prevented search engines from properly crawling the site. We corrected incorrect entries in the sitemap.xml file and resolved pages that returned 4XX status codes, ensuring all pages were accessible to both users and search engine crawlers.

Performance optimisation
To dramatically improve site speed, we installed and configured the Hummingbird plugin for comprehensive file optimisation. This enabled us to minify all unminified JavaScript and CSS files, significantly reducing file sizes and improving page loading times.

Site structure enhancement
We reconnected orphaned pages into the site structure, ensuring all content was easily discoverable. Through strategic internal linking, we improved the site's page authority distribution and improved crawl efficiency by reviewing and optimising permanent redirects. We also fixed pages blocked from crawling and corrected 117 external links that were returning 403 status codes.

The Results

Eliminated all critical technical errors that were blocking search engine crawlers
Achieved 99% site health score, placing the website in the top tier of technical SEO performance
Improved page loading speeds through comprehensive file optimisation
Enhanced click-through rates from search results with optimised title tags and meta descriptions
Created a solid technical foundation ready for ongoing SEO growth
Positioned Slicker for improved rankings for target recycling industry keywords

The Impact

The technical SEO overhaul set Slicker Recycling up for sustainable organic growth. With a 99% site health score, it provides a strong foundation for search engine crawling and indexing. Removing critical errors enables search engines to discover, crawl, and rank Slicker's content - key to reaching decision-makers seeking waste management solutions.

The improved site performance offers a better user experience with faster load times, boosting user satisfaction and Google's ranking factors. Better title tags and meta descriptions increase click-through rates, attracting more qualified visitors. The optimised structure and internal links enhance page authority and boost key pages' rankings.

About Slicker Recycling

Slicker Recycling is a UK-based company and a leader in environmental waste management, specialising in the collection and recycling of waste oil and other waste streams. They are the UK's largest waste oil collector and are recognised for their sustainable approach of re-refining used oil into high-quality base oil to produce new lubricating oils, which supports the circular economy and significantly reduces carbon emissions compared to other processing methods.

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Working with Fresh B2B has been refreshingly straightforward. They explained everything in plain English, got stuck in straight away, and delivered exactly what they promised. Within a month, Amanda's team had improved our site health from 82% to 99% and eliminated all critical errors. More importantly, they've given us confidence that we're now visible to the customers searching for us. Fresh B2B feels like an extension of our team - responsive, reliable, and genuinely invested in our success. We're excited to continue working with them on our SEO strategy and see where this takes us.