We grew Bark.com's organic revenue by +99% through intelligent crawl optimization
The Challenge
What we were up against and why it mattered
Analysis of Google Search Console data revealed that Bark.com's site structure created significant crawl budget issues, leading to a poor indexing state for a large portion of its pages. Approximately 40% of the site's key directory pages were classified as 'Not Indexed'. The core problems were identified as: Excessive Crawl Demand: The /company/ subdirectory, containing ~3.6 million URLs, generated excessive crawl demand from Googlebot. With only 3% of these profiles belonging to active sellers, the majority of this crawl activity was directed at low-value pages, diverting Google's resources from commercially important sections of the site. Poor Indexing State: Consequently, across the UK and US directories, nearly 400,000 pages remained in a 'Not Indexed' state within the Page Indexing Report, preventing them from being eligible to appear in Google's search results. Bing Penalty: The presence of numerous spammy profiles within the /company/ subdirectory had led to a sitewide penalty from Bing, causing the entire site to be de-indexed from its search results. Redundant Crawl Demand: The presence of both AMP and non-AMP page versions effectively doubled the crawl demand for the same content, further diluting Googlebot's crawl capacity. AMP was poorly implemented, also resulting in poor UX.
Our Strategy
How we tackled it and what made our approach different
The Results
What we achieved together and the impact it created
The strategic crawl optimization produced measurable, dramatic impact on both Googlebot behavior and business outcomes. The most significant result: 99% year-on-year increase in organic revenue, accompanied by a 99% increase in URLs ranking in Google Search. This near-doubling represents a massive expansion of Bark.com's organic search footprint. The technical changes directly influenced Googlebot's interaction with the site. Crawl volume on high-value category and location pages doubled from ~2M to ~4M requests, and this reallocation led to the discovery of nearly 1M additional unique URLs. The 400,000 pages previously stuck in 'Not Indexed' state became eligible to rank, shifting from invisible to revenue-generating. The successful Bing penalty resolution restored visibility in Bing search results and created new paid marketing opportunities. This engagement demonstrates that deep technical SEO expertise—grounded in crawl budget management and indexing mechanics—directly unlocks organic revenue growth at scale.
What our Partners say
"Alchemy's deep understanding of technical SEO and their data-driven approach were instrumental in resolving our complex indexing issues. The results speak for themselves - a 99% increase in organic revenue is a phenomenal outcome that has had a direct, positive impact on our business."
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