Low-Value URLs Removed
Unindexed Pages Resolved
Crawl Budget Refocused on Revenue Pages
Webb's Water Gardens is an established ecommerce retailer specializing in pond supplies, koi, water gardening equipment, and aquatic products. Tens of thousands of SKUs across hundreds of categories, running on a custom K9 Commerce platform, with years of authority in the pond industry behind it.
The site had roughly 700,000 crawlable URLs, despite only a fraction of that being valuable, indexable content. Google was spending its crawl budget on faceted navigation, duplicate product variations, internal search pages, and parameter URLs, instead of the category and product pages that actually made money.
The symptoms showed up clearly in Search Console: more than 33,000 URLs sitting in "Crawled – Currently Not Indexed." Google was reaching pages and deciding they weren't worth indexing. Organic growth had stalled despite a strong catalog, and the site's architecture had become hard for search engines and users to make sense of.
We used Screaming Frog, Google Search Console, and enterprise auditing tools to find where the index bloat was coming from and which URL patterns were eating the crawl budget.
We identified the duplicate URLs, parameter pages, internal search results, and product variants that shouldn't be competing for crawl budget, and set rules for what Google should and shouldn't spend time on.
We rebuilt category structure, breadcrumbs, canonicalization, and internal linking so the site clearly communicated its hierarchy and pushed authority to the pages that mattered.
We implemented Product, Breadcrumb, ItemList, and Organization structured data aligned with Google's current recommendations, so the commercial pages were as legible to search engines as possible.
We mapped the move from the legacy K9 platform to BigCommerce with URL mapping, redirects, and architecture planning, so the migration would preserve SEO equity instead of recreating the same index bloat on a new platform.
The breakthrough was reframing the problem. This wasn't "too many pages." It was a crawl budget and information architecture problem. Once we stopped trying to simply cut pages and started making it easy for Google to understand which pages mattered, the site's strongest commercial pages began getting crawled and indexed consistently again.
RESULTS
We removed well over 100,000 unnecessary crawlable URLs in the initial cleanup, with a roadmap to eliminate the rest, and resolved the bulk of the 33,000+ pages Google had left unindexed. Google shifted its crawl resources toward valuable category and product pages instead of duplicate and thin-content URLs, and the site now has a technical framework built to carry that through the BigCommerce migration rather than start the problems over.
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