How Surgica removed over 700 pages from the index with technical SEO

Surgica, which publishes software for the e-health sector, has taken back control of its indexing, with more than 700 pages moved to noindex after previously being detected as not indexed by the search engine. This work is part of an SEO engagement deployed by Growth Room since July 2026, covering the audit, tracking and reporting, technical clean-up, editorial strategy and preparation of the upcoming website rebuild.

About Surgica

Surgica publishes SaaS software for the e-health sector. Its business is B2B: it sells to healthcare professionals, and to medical specialists in particular. The purchase decision is taken in a professional setting, with the constraints specific to the medical field.

The market is dominated by one very large player, present across the whole range of sector queries. In that situation, a general visibility strategy makes little sense: the ground that can actually be contested sits in the niche Surgica addresses, not on the broadest queries.

The starting point

The objective is to improve Surgica's organic visibility among medical specialists. The initial audit puts the company's SEO maturity close to zero: technical foundations, content structure and performance tracking all had to be built.

The main challenge is non-branded visibility. Part of the existing organic traffic comes from the company name, meaning people who already know it. Building non-branded visibility means reaching those who are looking for an answer without knowing Surgica, in a market where a dominant player already occupies most of the ground.

SEO: building the foundations before producing content

Full SEO audit

We started with an audit covering four dimensions: technical, semantic, competition and brand presence. The point is not to produce a list of recommendations, but to set priorities: knowing what stops the search engine from processing the site properly, before deciding what to publish.

Tracking and quarterly reporting

A measurement setup was put in place from the start, with quarterly reporting. On a site with low SEO maturity, the first value of tracking is to make the effect of technical fixes visible, before rankings begin to move at all.

Technical clean-up

The technical clean-up covered metadata, heading structure, indexing and structured data. Indexing was the heaviest part of the work: more than 700 pages, until then detected as not indexed, were explicitly moved to noindex.

The difference matters. A page that is simply not indexed, with no instruction attached, leaves the search engine to decide page by page and spreads its crawling effort thin. A page set to noindex is a deliberate decision: the site states what it wants indexed and what it does not. The indexable scope then becomes readable and manageable.

Editorial strategy

Editorial production is built on semantic analysis and keyword targeting specific to Surgica's niche. We write the briefs, review the articles and handle on-page optimisation. Content comes after the technical fixes, not before them: publishing on a site the search engine reads badly only adds pages to a scope that is already unclear.

Preparing the rebuild

A website rebuild is planned. We are supporting Surgica on site structure, architecture and the creation of pillar pages. The aim is for the rebuild to set the base for a complete SEO mechanism: pillar pages on the structuring topics, fed by long-tail articles.

Results

• More than 700 pages moved to noindex since July 2026, after previously being detected as not indexed with no explicit instruction.
• Tracking and quarterly reporting in place since the engagement started in July 2026.

The engagement started in July 2026. It is still early to consolidate organic performance indicators over a meaningful period. The work under way is on the foundations: a controlled indexing scope, measurement in place, and a rebuild prepared to carry the editorial strategy.

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