Lattice started with 38,000 crawlable URLs and only 9,000 indexed. Six weeks later, the gap was 71% smaller.
Where the debt came from
Faceted navigation, stale help articles and duplicate locale paths generated most of the URLs that search engines crawled but never indexed.
The backlog they shipped
Canonical rules on faceted templates, a cleanup of outdated help content and hreflang fixes for locale duplicates made up almost the whole plan.
Takeaways
A short, prioritised backlog beats a long audit. Organic sign-ups rose alongside indexed pages within the same quarter.
