AlWaseet Classified Ads
110,000 unique visitors from one campaign, and +30% across every organic KPI.
The business
One of the region's largest classified advertising platforms, operating across Egypt, Kuwait and the wider GCC, a site where listings appear, expire and vanish continuously, and where the page count runs into the hundreds of thousands.
The brief
Ranking one page is easy. Keeping a constantly churning inventory of hundreds of thousands of pages indexed, fast and crawlable is a different discipline entirely.
What was in the way
- Listing pages are created and expire continuously, crawl budget was being spent on pages that no longer existed.
- Site architecture had grown organically until category depth was burying the pages that carried commercial value.
- Core Web Vitals were failing at template level, which meant every one of hundreds of thousands of pages inherited the same defect.
- Multi-country operation across Egypt, Kuwait and the GCC, with the geo-targeting and duplication problems that come with it.
What I did
Attacked everything at template level
On a platform this size, fixing individual pages is pointless. Every improvement was made in the template so it propagated across hundreds of thousands of URLs at once.
Rebuilt indexation logic around expiry
Crawl directives, canonicals and expired-listing handling were reworked so search engines spent their budget on live, valuable inventory instead of dead pages.
Flattened the architecture
Category and internal linking structure reorganised to shorten the path from the homepage to any commercially relevant page.
Ran a high-volume keyword campaign
A targeted campaign against the highest-volume category terms in the market, built on the newly stable technical foundation rather than in spite of it.
What changed
Two years of platform-scale SEO, the work that teaches you architecture beats content volume every time.
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