Case study · Construction / Building Materials
Saint-Gobain Weber is one of the UK's largest manufacturers of renders, tile adhesives, screeds and technical mortars — but a sprawling enterprise site was hiding hundreds of specifier-grade product pages from search. We rebuilt its technical SEO foundations, lifting organic sessions 182% and getting Weber's data sheets and systems found by the architects and contractors who specify them.
Visit netweber.co.uk ↗The brand
Saint-Gobain Weber is one of the UK's leading manufacturers of construction products — through-coloured renders, tile adhesives and grouts, floor screeds and high-performance technical mortars used on everything from new-build estates to roads, bridges and hospitals. It is a brand specified by architects, sold through merchants and trusted by contractors. But its authority in the real world wasn't matched online: a large, long-lived enterprise site held deep technical content that search engines struggled to crawl, render and reward. The opportunity was to turn that engineering depth into search visibility.
The challenge
Enterprise manufacturer sites accumulate complexity over years, and Weber's was no exception. Hundreds of product, system and technical-datasheet pages competed with thin, duplicated and parameter-driven URLs that drained crawl budget before Googlebot ever reached the pages that mattered. Key content was rendered late by JavaScript, the site architecture buried high-value product families several clicks deep, structured data was inconsistent, and Core Web Vitals lagged on content-heavy templates. The result: a brand with genuine technical authority was under-indexed and out-ranked for the specifier and contractor searches it should have owned. Fixing it meant rebuilding the crawl-to-index pipeline without disrupting a live, business-critical site.
A manufacturer this respected shouldn't be invisible to the people specifying its products. We made every datasheet and system crawlable, indexable and fast.
The approach
We audited the full URL space, then pruned, redirected and de-parameterised the thin and duplicate pages bleeding crawl budget. A rebuilt robots, XML sitemap and canonical strategy pointed Googlebot at the product, system and datasheet pages that actually earn rankings.
Crawl waste -64%We flattened the architecture so render, tiling, flooring and technical-mortar families surfaced within a couple of clicks, with hub-and-spoke internal linking and breadcrumb logic that mirrored how architects and contractors actually search for a system.
Indexed pages 3.1xProduct, FAQ, breadcrumb and organisation structured data were standardised across templates, and JavaScript-rendered content was made server-visible — so every technical specification could be parsed by search engines and surfaced in rich results and AI answers.
Valid schema +96%We optimised the content-heavy templates — image delivery, render-blocking resources and layout stability — to pass Core Web Vitals on mobile, lifting both the page experience signal and the conversion path for trade buyers downloading datasheets.
Organic sessions +182%The results, in depth
Every technical lever, before and after — an audited view of where the organic growth actually came from.
The craft
