Technical SEO for a Swiss Company: A Technical SEO Case Study

A Swiss company had a website on Wix, and many of its pages were missing from Google. We ran a technical SEO audit in June and July 2026 to find out why. This write-up keeps the client unnamed. It shows the method and the evidence, because that's what you can reuse.

This was a diagnosis, not a ranking result. We aren't claiming any traffic gain.

How many pages weren't indexed, and why?

On 3 July 2026, Google Search Console listed 165 known URLs on the site. Of those, 61 weren't indexed. We grouped each one by cause.

26 had causes on the website: 15 pages returned 404, 8 redirected, 1 had a redirect error, 1 was a soft 404 and 1 returned a server error.
35 were Google's own decisions: 17 pages were discovered but not indexed, 17 were crawled but not indexed, and on 1 page Google chose a different canonical than the one the site set.

The first group can be fixed on the site: a 301 redirect map, a cleaner sitemap and better internal links, followed by a validation request in Search Console. The second group needs stronger pages and more links to them, so it takes longer.

Google Search Console report listing why pages are not indexed, including 15 not found, 8 with redirects, 17 discovered but not indexed and 17 crawled but not indexed

Google Search Console, 3 July 2026.

What did the schema check find?

We tested pages with Google's Rich Results Test on 30 June 2026 and found 2 defects. Both came from the site's templates, so they repeat on every page that uses them.

Breadcrumb markup was missing the itemListElement field. It was still missing when we retested.
Product markup on category pages had no offers. Search Console listed 10 invalid Product items in June 2026.

The fix is to describe category pages with CollectionPage, ItemList and BreadcrumbList markup instead.

Google Rich Results Test reporting 2 items, one of them an invalid BreadcrumbList that is missing the itemListElement field

Rich Results Test, 30 June 2026. Domain removed.

What did the search data show?

Search Console showed demand that wasn't turning into clicks. Two searches about one product topic got 454 impressions and 0 clicks. The page that covers that topic got 765 impressions and 3 clicks. From Germany, the click rate was 0.3% across 574 impressions. Pages like these need titles and descriptions that match what people type.

What else was in the audit?

URL clean-up: an old URL that returned a server error, slug typos and CMS slugs with special characters, plus a 301 map.
German page copy: meta descriptions written around the target keywords and approved by the client.
A ranked fix list: every action marked P1 to P3, each with a way to check that it worked.

The tools were Google Search Console, the Rich Results Test, Wix Analytics, the Wix CMS, Ubersuggest and Google Sheets.

What did the client get?

A written diagnosis they can check. Every not-indexed URL was grouped by cause. Two schema defects were traced to a template. Search queries were matched to pages, and the fixes were ranked. We aren't publishing the client's name or any traffic result.

What can you take from it?

Three things carry over to any site:

Group not-indexed pages by cause first. Some are your site's fault and some are Google's choice, and they need different fixes.
Test schema by page type. One template defect repeats on every page that uses the template.
Compare impressions with clicks. Pages with views but no clicks usually need a better title and description.

If your site feels stuck, our SEO audit is a good first step. You can also tell us about your site, and we'll say where we'd start.