The client challenge

Cobalt published consistently for two years and grew nothing. A JavaScript-rendered site left 41% of pages effectively uncrawled, competing articles cannibalised each other, and none of the content was written for anyone with buying authority.

Research & Technical Audit

The audit explained why good content had never had a chance.

• Crawl and log-file analysis across 2,800 URLs
• 41% of content pages rendered client-side and rarely indexed
• Keyword cannibalisation across 74 overlapping articles
• Gap analysis against four competitors covering 2,100 commercial queries

Strategy

Fix the foundations, consolidate what exists, then publish against demand rather than opinion.

• Server-render every indexable route and rationalise the URL structure
• Consolidate 74 articles into 31 canonical pieces with redirects
• 14 topic clusters mapped to buying stage and role
• Original-data articles as the engine for the authority programme

Content & On-page

Every template was designed for the query it serves, not for a generic blog layout.

• Pillar, comparison, glossary and tool templates with distinct schema
• Programmatic internal linking driven by cluster relationships
• FAQ, Article and SoftwareApplication structured data
• Editorial standard requiring a named expert reviewer on clinical content

Technical Delivery

Implemented alongside Cobalt's engineers with search health monitored in CI.

• Migration to server-rendered routes with correct canonicals and hreflang
• Core Web Vitals brought to green across all templates
• XML sitemap segmentation and crawl-budget control
• BigQuery pipeline from Search Console for query-level reporting

Programme Output

Nine months of compounding work, still growing without additional spend.

• 62 articles and 9 interactive tools published
• 31 legacy pieces consolidated and redirected
• 48 earned links from health and technology publications