Pages were being removed from search
The site was still online and usable for visitors, but the noindex directive prevented search engines from maintaining normal organic visibility.
A hidden noindex tag nearly erased a global roofing manufacturer from search. Cadence SEO diagnosed the issue, restored visibility, and then built a content strategy that helped the brand grow beyond recovery and compete with major home-improvement retailers.
Organic traffic fell sharply in a single month after the website was accidentally set to noindex.
Removing the blocking directive returned the site to its normal organic baseline.
The broader SEO program quadrupled organic traffic in under a year.
The manufacturer began ranking above Home Depot and Lowe’s for its own products.
Onduline develops innovative roofing materials and operates across more than 100 countries. The company wanted to expand its US presence and reach more homeowners, DIY builders, contractors, and customers researching roofing projects online.
The product had a compelling use case and an established international brand. The immediate problem was not market demand. It was that search engines had suddenly stopped including the website.
Traffic was dropping quickly and consistently. The internal team spent hours reviewing performance and troubleshooting possible causes, but the decline continued.
The site had been marked with a noindex directive. That small implementation mistake told search engines not to include the pages in their results, creating a dramatic decline that looked much larger and more complicated than its actual cause.
The site was still online and usable for visitors, but the noindex directive prevented search engines from maintaining normal organic visibility.
Performance data showed the decline, but it could not explain why it happened. The answer required direct technical inspection of the website.
Without organic visibility, prospective customers could not reliably discover products, project ideas, or educational resources through search.
A Cadence SEO strategist reviewed the website and identified the noindex directive. Removing it allowed search engines to include the website again, and traffic returned to its previous level.
The fast recovery solved the emergency, but it also revealed a larger opportunity. The website could do much more than return to normal—it could become an active growth channel for the US market.
Once technical visibility returned, the next gap became clear: the website offered little educational content for DIY audiences, while larger retailers were outranking the manufacturer for searches connected to its own products.
Identify the projects, questions, installation needs, and product searches that potential customers used while planning home-improvement work.
Give writers a clear structure built around audience intent, useful answers, product relevance, and the information required to complete a project.
Develop helpful, compelling resources that inspired DIY builders and showed how Onduline products could bring specific ideas to life.
Connect educational resources with relevant products so search visibility supported both customer education and commercial intent.
The content strategy moved beyond basic product descriptions. It connected inspiration, education, project planning, and product relevance in a way that created useful search destinations for people earlier in the buying journey.
Content introduced practical ways customers could use roofing products in sheds, outdoor structures, agricultural buildings, and other DIY projects.
Educational pages answered the installation, material, planning, and comparison questions that appeared during project research.
Relevant internal paths helped readers move from learning and inspiration toward the products capable of supporting the project.
Home Depot and Lowe’s had enormous domain authority and broader retail visibility. Onduline’s advantage was direct product expertise and the ability to create more specific, useful resources for the people planning relevant projects.
The engagement did more than recover lost traffic. It created a larger search footprint, stronger product discovery, and useful content that helped customers plan real projects with the brand’s roofing materials.
The expanded technical and content strategy produced four times the organic traffic in under a year.
Onduline began outranking Home Depot and Lowe’s for searches connected to the manufacturer’s own products.
Project-focused content gave builders across the US more ways to find the brand, learn, and choose relevant products.
The case study demonstrates why technical SEO, content strategy, and customer-focused execution must work in sequence rather than as disconnected activities.
An accidental noindex directive removes the website from normal organic visibility.
Technical diagnosis identifies the cause, and removing the directive restores traffic.
Search-led project resources create new ways for customers to discover and evaluate products.
The brand broadens visibility and outranks larger retailers for important product searches.
Technical accessibility restored eligibility, while research, content, and page optimization created the durable growth that followed.
Find and resolve crawling, indexing, rendering, migration, and implementation problems before they become larger losses.
Explore the service →Map the questions, project needs, product searches, and customer journeys that deserve useful pages.
Explore the service →Create expert-led resources that help audiences solve real problems and discover the right products.
Explore the service →Improve page relevance, structure, internal links, clarity, and conversion paths around meaningful intent.
Explore the service →Start with a personalized video audit highlighting meaningful opportunities in your website’s technical access, search targeting, content, authority, and customer journey.