Full-site crawl, nine-category scorecard, severity-rated findings, and a 90-day remediation roadmap your dev team can plan against. Prepared by WE-DO for Riverbend Outfitters, a Bozeman-based fly fishing DTC brand.
Overall technical SEO score: 67/100. The foundation is stable — HTTPS is enforced sitewide, sitemap and robots.txt are configured, no homepage indexability issues. Top three priorities: (1) 22 product pages have duplicate titles caused by the templated "Riverbend Outfitters | Product Name" format collapsing to identical strings when product names share words, (2) zero JSON-LD on any crawled page leaves rich-result eligibility on the table, (3) 14 pages return 404 from internal nav links, leaking link equity. If shipped on the 90-day plan, we estimate the overall score lifts to 86/100 with measurable downstream effects on indexed page count and CTR.
| Category | Score | Weight | Top issue |
|---|---|---|---|
| Crawlability | 62/100 | 15% | 14 internal links return 404 |
| Indexability | 58/100 | 15% | 22 product pages share duplicate titles |
| On-Page Technical | 71/100 | 15% | 36 pages exceed 60 chars in title (truncated in SERPs) |
| Sitemap & Robots | 90/100 | 10% | Sitemap omits 8 active product pages |
| Security & HTTPS | 95/100 | 10% | Missing HSTS header (low priority) |
| Structured Data | 35/100 | 15% | Zero JSON-LD on any crawled page |
| Page Speed / CWV | 68/100 | 10% | 11 pages have LCP > 4s (mobile) |
| Mobile & UX | 80/100 | 5% | Proxy-measured; full audit not in scope |
| Site Architecture | 75/100 | 5% | Average click-depth 3.4 from home |
Pages including /collections/sale-discontinued, /collections/2024-archive, and 5 product pages return 404 but are still linked from the primary nav and footer. Discovered via the crawl follow-up of every internal href. Wastes crawl budget and frustrates returning users who bookmarked these URLs.
Fix: Update primary nav and footer to remove links to discontinued URLs. For pages with live equivalents (e.g., /collections/sale instead of /collections/sale-discontinued), set up 301 redirects in your e-commerce platform's redirect manager.
/products/yellowstone-pro-wading-boots and /products/madison-spring-creek-rod-9ft returned 503 errors on three of nine crawl attempts. Both pages drive significant impressions in GSC. Cause likely a CDN cache miss timing out against the backend.
Fix: Diagnose with hosting provider; increase upstream timeout, pre-warm CDN cache for these two URLs, or move to a static product detail template.
The product page title template {Product Name} | Riverbend Outfitters collapses to identical strings on 11 pairs of products (e.g., "Madison Rod 9ft 5wt" vs "Madison Rod 9ft 6wt" both render as "Madison Rod 9ft | Riverbend Outfitters" because the rod-weight variant is in URL but not page title).
Fix: Update product page title template to include line and weight: {Product Name} {Line} {Weight} | Riverbend Outfitters. Differentiates all 22 affected pairs without manual edits.
No <script type="application/ld+json"> blocks detected on home, collection, product, or article pages. Eligible rich results currently forfeit: Product (price, rating, availability), Article (author, dateModified), Breadcrumb, Organization, WebSite (sitelink search box).
Fix: Add JSON-LD via your SEO plugin or template injection. Start with Organization + WebSite on every page, Product on PDPs, Article on blog, Breadcrumb on collections. Validate with the schema-generator service before deploy.
Mobile LCP measured at 4.2-6.8s on 11 collection pages, all driven by a hero image weighing 1.4-2.1 MB. PSI rating: poor (above 4s threshold). Affects Mobile-first indexing and Page Experience signals.
Fix: Compress hero images to under 200 KB (target WebP/AVIF format), add explicit width/height attributes to prevent CLS, lazy-load below-the-fold images, preload the LCP image.
Sitemap contains 410 URLs but crawl found 418 indexable pages. The 8 missing URLs are recent product additions (Q1 2026 launches) that appear to have not been included when the sitemap was regenerated. All 8 return 200, have internal links, and are crawlable — just not signaled to Google.
Fix: Trigger sitemap regeneration in the CMS, validate URL count matches indexable page count, resubmit in Google Search Console.
Detailed in full audit. Highlights: 36 titles exceed 60 chars (truncated in SERPs), 19 pages have no meta description, missing HSTS header, breadcrumb markup absent on collections, average click-depth 3.4 from home (target 2-3).
Findings grouped by phase. Each phase has a defined window, effort estimate, and expected score lift.
Total estimated effort: ~51 hours over 90 days. Expected overall score lift: 67 → 86/100 (+19 points). We recommend the follow-up Technical SEO Report 90 days after the Phase 3 sprint completes to measure actual delta and isolate any regressions.
riverbendoutfitters.com/robots.txt and sitemap.xml for content + freshness validation.