Case Study · Technical SEO

99.1% Good URLs on mobile — and a 5× keyword lift to show for it

A systematic Core Web Vitals + mobile usability rebuild that pushed Good URLs from ~60% to 99.1%, added 735,000 impressions and lifted ranking keywords from ~7,000 to 35,000+.

RoleSEO Lead

Duration~6 months

ScopeCore Web Vitals, mobile usability, performance engineering

99.1%Good URLs on mobile

+735KImpressions gained

5×Ranking keywords (7K → 35K+)

1M+Discover pageviews in Q1

01 · Context

The situation.

A new site had mobile-first indexing working against it: Good URL percentage hovered near 60%, LCP/CLS/INP all failing on key templates, and mobile usability errors across the catalogue. Traffic was flat at 26,000 sessions a month.

The hard part: Core Web Vitals is where SEO stops being marketing and starts being engineering. The win depended on getting the right fixes shipped by developers who had ten other priorities — so every ticket had to be justified by exact business impact.

02 · Approach

Three pillars.

Fix Core Web Vitals properly

LCP, CLS and INP addressed at the root — image pipeline, render-blocking resources, font-loading and JS execution.

Mobile usability without compromises

Viewport, touch targets, font legibility and spacing — the small things that make a site actually usable on a phone.

Instrument the recovery

GSC + PageSpeed Insights + Mobile-Friendly Test on a weekly audit cadence — catch regressions before they cost traffic.

03 · Execution

What we actually shipped.

01Compressed and lazy-loaded images, migrated to WebP, cut LCP below 2.5s.
02Added width/height attributes to every image and iframe to eliminate CLS.
03Used font-display: swap and size-adjust to kill font-driven layout shifts.
04Minimised third-party scripts and deferred non-critical JavaScript to improve FID/INP.
05Fixed viewport meta, scaling and horizontal scroll on every template.
06Enlarged touch targets and spacing on all interactive elements; minimum 16px fonts.
07Minified HTML/CSS/JS and migrated to a high-performance HTTP/2 server.
08Set up a weekly audit cadence with GSC, PageSpeed Insights and the Mobile-Friendly Test.

04 · Evidence

The receipts.

Evidence

Good URLs on mobile (% of indexed URLs)

Source: GSC Core Web Vitals report.

Before / After

Metric	Before	After	Delta
Good URLs on mobile	~60%	99.1%	+39 pts
Monthly traffic	26,000	150K+ / quarter	5.8×
Ranking keywords	~7,000	35,000+	5×
Google Discover pageviews	minimal	1M+ in Q1	↑↑
Domain Rating	32	37	+5
Impressions gained	baseline	+735,000	+735K

05 · Timeline

How it unfolded.

Diagnose

Full CWV audit, template-level bottleneck map, dev ticket pack.

M1–M2

Image + layout

WebP pipeline, lazy loading, image dimensions, CLS fixes.

M3–M4

JS + fonts

Defer non-critical JS, font-display: swap, HTTP/2 migration.

M5–M6

Instrument

Weekly audits, regression alerts, mobile usability sweep.

06 · Outcome

What it meant for the business.

Organic moved from a traffic line in a monthly deck to a revenue line the CFO forecasted against. The team stopped debating “more content” and started debating which revenue hypothesis to brief next. That shift — more than any single ranking — is what the program was really for.

07 · Lessons

Three principles I kept.

“Core Web Vitals is engineering work. Treat it like a dev project, not an SEO task list.”

“Every CWV fix needs a business case or it dies in standup. Bring the impact math.”

“Instrumentation is the difference between a fix that holds and a fix that silently regresses.”

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