Xodo

A full SEO audit focused on diagnosing and reversing sustained organic traffic losses driven by Helpful Content, AI Overviews and JavaScript rendering issues.

SEO Auditing
Technical SEO
Indexing & Rendering Audit
Content Quality & E-E-A-T Review
Link Profile Review
SEO Consulting & Strategic Guidance

All case studies

What we delivered

Key Achievements

Diagnosed the root causes of sustained organic traffic decline
Identified content segments impacted by Helpful Content updates
Quantified and surfaced click loss tied to AI Overviews
Identified critical JS rendering issues blocking key landing pages from ranking
Diagnosed why large volumes of pages were being dropped from the index
Resolved the diagnosis of crawled/discovered, currently not indexed pages where content was failing to render
Provided a clear, prioritised recovery roadmap

About Xodo

Xodo is a productivity software brand offering a suite of PDF and document tools used by millions of users globally. The Xodo website serves as the primary acquisition channel for their suite of tools, making organic search recovery and resilience to algorithmic shifts business-critical.

HCU
Recovery Roadmap
AIO
Click Loss Quantified
JS
Rendering Audit

The Challenge

Xodo had experienced sustained organic traffic losses across a significant portion of their site, with declines coming from multiple directions at once: HCU, AI Overviews, and technical and rendering issues.

HCU-related impacts had affected specific content segments, requiring forensic segment-by-segment analysis to isolate.

AI Overviews were absorbing click share on key informational queries, dragging measurable traffic from the highest-converting templates.

Important landing pages were prevented from ranking because dynamically loaded content was invisible to Google, with large volumes stuck in crawled/discovered, currently not indexed.

The Solution

We delivered a full deep-dive SEO audit structured around the specific failure modes we identified in the data, with each finding paired to a prioritised recommendation in a recovery roadmap.

Our Strategy

The strategy for Xodo was to work backwards from the traffic loss data to isolate root causes before recommending fixes.

We began with a deep GSC data extraction across domain and URL properties, processing the data through SEO Stack to segment impacted pages and queries by loss pattern, distinguishing HCU-style declines from AI Overview click suppression and from purely technical underperformance.

We then ran a full technical crawl alongside a dedicated rendering audit, comparing raw and rendered HTML on key templates to surface the JavaScript-dependent content that Google was failing to see.

The indexing audit reviewed each non-indexed reason at scale, with particular focus on crawled/discovered, currently not indexed pages where the rendered output did not contain the substantive content.

From there we layered in content quality, NLP and E-E-A-T review, followed by a link strategy review, and consolidated everything into a single recovery-focused audit with prioritised recommendations and strategic guidance.

The Goals

Diagnose the root causes of sustained organic traffic decline
Separate Helpful Content impact from AI Overview click loss and technical issues
Identify and resolve JavaScript rendering issues affecting key landing pages
Address indexing problems and crawled/discovered, currently not indexed pages
Strengthen content quality, NLP relevance and E-E-A-T signals
Improve the link profile and overall domain authority
Provide a clear, prioritised recovery roadmap for Xodo's SEO