Challenge
We worked with two B2B SaaS companies. Both sell a complex product to a technical audience in a competitive international market where the big players have strong websites and budgets.
Project 1: a large content site
The site had a large volume of content and noticeable visibility, but technical problems were holding back growth. The audit found 672 URLs blocked in robots.txt and 412 pages with the status "Crawled - currently not indexed." In other words, Google saw these pages but did not consider them worth indexing. In AI answers, the brand ranked only 4th among competitors by number of mentions.
Project 2: junk in the index
The problem was the opposite: junk URLs with UTM parameters were getting into the index. These are duplicate pages that dilute signals and make Google spend resources on things that do not matter. CTR was low, and there was no traffic from AI assistants at all.
The goal for both: remove technical junk, strengthen useful pages, and get into AI answers.
What we did
Project 1
- We went through the 672 URLs blocked in robots.txt and determined which should stay blocked and which were blocked by mistake.
- We analyzed the 412 pages with the status "Crawled - currently not indexed" and drew up a plan: what to strengthen, what to merge, what to remove.
- We compared the brand's visibility in AI answers with competitors and identified topics where the brand is mentioned less often than it deserves.
Project 2
- We blocked UTM URLs in robots.txt to remove junk duplicates from the results. We knowingly accepted a drop in impressions, because those impressions brought no value.
- We worked on snippets and the pages that receive impressions to raise CTR.
- We started GEO work so the product would appear in AI answers on the key topics of its niche.
For both companies we produced monthly reports explaining every significant change, especially the ones that look like a decline at first glance.
Results
Project 1, March 2026 report
- Impressions: +7%, to 1.89 million.
- Average position: 7.16 → 6.73.
- Indexed pages: 591 in January → 631.
Project 2, March 2026
- CTR: 1.2% → 1.7%.
- Average position: 10.5 → 9.5.
- Impressions: a deliberate -37.8% after blocking UTM URLs in robots.txt.
- AI referrals: 0 → 6, the first visits from AI assistants.
The drop in impressions in the second project looks like a negative, but it is the expected result of the cleanup: duplicates left the results, and the metrics for useful pages, CTR and position, improved. Both projects were completed in spring 2026.
What makes this project special
These two SaaS projects show that technical SEO has no single recipe. One company needed to get useful pages back into the index, the other needed to clear junk out of it. In both cases we explained every step to the client, even when the numbers temporarily went down, and that kind of transparency is what makes the right decisions possible in a competitive international market.
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