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A Enterprise Technical SEO case study by In Marketing We Trust
Expedia already had an existing internal link structure widget which was providing some level of internal linking, however the links were being rapidly outdated by changes in the site caused by ongoing business activity.
The currently available crawler solution would not make the cut for this site.
We ended up upgrading our own customised web crawler to rapidly and efficiently crawl through the website to identify broken or underperforming links.
Working closely in regards to the business concerns of the client, we also built an automated logic engine which identified the best action to take with a broken link – to change its target, remove it, or to flag it for human attention.
Using some of our existing Machine Learning solutions, we developed an algorithm capable of suggesting the most accurate replacement for an error page and turned a painstaking manual process into an automated one.
The internal link structure is now progressively kept up to date, with fix recommendations being issued every 24 hours.
This has brought the number of bad internal links down from tens of thousands to less than a thousand at any given time, and has considerably improved the valid-to-invalid Googlebot crawl ratio, meaning that the site is updated faster and is seeing improved organic results on search engines.
The next step on this project was to start analysing the landing page conversion outcomes of pages, and influence the internal link structure to prioritise pages with better conversion outcomes, while maintaining the breadth of internal links necessary to ensure that crawlers can still find everything on the site, and that internal links keep high levels of relevancy.