Rebuilding the Technical Foundations of Voyages.Golf
Improvement in Technical Health Score
Achieved in under three months.
Increase in Website Traffic
Recorded over the same period.
Increase in Mobile Page Speed
Measured on blog and news templates.
Voyages.Golf is a family-run golf travel agency that has been running tours since 1993. They sell escorted golf tours, cruises and packages built around the majors across 40 destination countries, and almost every booking starts with months of research on their website.
However, years of growth had left their website in poor technical health. Behind the scenes, broken links and pages Google could not reach were quietly limiting how many golfers ever found them.
See Our Solutions
A technical audit in May 2026 found a site that had grown across six continents without the foundations keeping pace. Its technical health scored poorly, and the audit traced the result to five root causes.
- Errors blocking the crawl
More than two thousand broken links, over five hundred redirect chains and a handful of server errors sat between Google and the content. Large parts of the site were being crawled but never indexed, which left pages the business depended on effectively invisible in search.
- A fragmented site structure
As the business grew, the site grew with it, and nothing had been consolidated. Pages sat buried too deep to be reached, blog and news content was scattered across inconsistent directories, and the same page could be found at more than one address.
- Unoptimised on-page elements
The heading structure was broken across hundreds of pages. Hundreds more carried no meta description, title tags ran too long, many images had no alt text, and links shared on social media rendered without images. The basics that tell Google and a reader what a page is about were missing at scale.
- Contradictory structured data
Two plugins were each telling Google what the business was, and they disagreed. One page carried two competing FAQ blocks, and the company listing on the homepage had no name in it. Presented with two versions, Google has no reason to trust either.
- Uncrawlable image URLs
Every image loaded normally for visitors, but the URLs behind them were served through a CDN subdomain that crawlers could not read. Thousands of image URLs were inaccessible to search engines and to the tools used to audit the site, which was holding the technical health score down.
Before anything could be built on top, thirty years of accumulated damage had to be mapped, ranked and worked through in order. We ran the engagement through our WPO Framework, repairing what was structurally broken before optimising anything above it.
1. Stabilise: stop the site working against itself
Every error Google meets costs crawl budget, and on a site of several thousand pages that budget runs out quickly. The first job was clearing the dead ends.
- A single URL format enforced sitewide through 301 redirects
- Broken links, redirect chains and server errors resolved, then re-crawled and resolved again as further issues surfaced
- A legacy taxonomy change untangled and properly redirected
- Blog and news content reorganised into a consistent directory structure
- Plugin conflicts resolved and unnecessary custom code removed
- The site brought onto a Scale Plan, with ongoing security scanning, rolling backups and continuous patching
2. Diagnose: measure it before changing it
A site this size attracts opinions about what is wrong with it. We replaced those with evidence, and put tracking in place so everything that followed could be proven rather than assumed.
- Analytics and event tracking configured
- Submission events built for the enquiry forms used across cruises, escorted tours and golf courses
- Email tracking that had stopped working identified and rebuilt
- Full crawl, indexation, structured data and on-page audit
3. Optimise: structured data
The fix was not to add better markup, but to work out which of the two sources was right and stop the other. Each conflict was compared field by field before anything was changed.
- Single business profile built on the homepage with real address, hours, contact details and Trustpilot rating
- Blog article markup corrected and a broken duplicate removed
- Tour and FAQ markup built across 13 tours and cruises from real itinerary data
- Two competing FAQ blocks on one page reduced to one
4. Optimise: search foundations
These are the least visible fixes on any site, and among the most valuable, because they are what a search result is actually built from.
- Internal linking rebuilt and crawl depth reduced, bringing buried pages within reach of the homepage
- Heading structure repaired, and meta descriptions and title tags rewritten, starting with the pages that matter most commercially
- URLs standardised and priority pages aligned to the terms people search
- Breadcrumbs, alt text and social sharing metadata completed
- Disavow file rebuilt from scratch, de-duplicated to unique domain-level entries, and reuploaded to Search Console
5. Optimise: page performance
The homepage was already performing well. The blog and news templates were not, and those are the pages read during months of research.
- Unused CSS and JavaScript identified and stripped from the template
- Render-blocking resources cleared, confirmed by Lighthouse
- Asset loading corrected across the template
- Verified on a physical Android device, not only in a testing tool
6. Optimise: image crawlability
Nothing was wrong with the images themselves. The problem was the route they were being delivered by.
- Image delivery disconnected from the image optimisation plugin and CDN subdomain that crawlers could not read
- Image URLs reconfigured to serve directly from the Amazon S3 bucket where they are stored
- Caching, optimised image delivery and reliable loading unaffected
- Image URLs now accessible to search engine crawlers and SEO tools
The first phase went on the foundations. Our technical SEO work resolved the issues limiting Google’s ability to crawl and understand the site, and made the pages golfers read while planning a trip noticeably faster.
More golfers are finding the site than three months ago. With that foundation in place, Phase 2 turns to the next layer of growth: elevating the design, UX and conversion experience so the site performs as strongly for users as it now does technically.