In competitive digital markets, organic search remains one of the most cost-effective and sustainable channels for customer acquisition. For a platform like Cityintyg.se, which provides digital health certificates and intyg-related services to users across Sweden, ranking well in search engine results pages (SERPs) directly influences how many new users discover and trust the service. Search engine optimization (SEO) is not a one-time fix. It is an ongoing discipline that combines technical SEO, on-page optimization, content strategy and continuous performance monitoring.

Times of SEO was brought on to manage the full SEO lifecycle for Cityintyg, with a mandate to improve keyword rankings, strengthen technical health, and grow qualified organic traffic in the Swedish market while maintaining full compliance with Google’s search quality guidelines. This case study documents the strategy behind that engagement and presents the real performance data pulled directly from Google Search Console, covering indexation, crawl budget management, sitemap health, structured data (schema markup) validation, and search performance trends across both a long-term (16-month) and a recent (3-month) window.

Client Overview

Cityintyg is a Swedish website offering digital health certificates and related services to individuals and businesses across Sweden. As an online-first platform, consistent organic visibility on Google is essential to reaching new users actively searching for health certificate and intyg-related services. Times of SEO was engaged to manage ongoing search engine optimization for the site, with a focus on technical SEO health, indexation management and long-term organic search growth.

The Challenge

Before our engagement, the site had a large number of URLs competing for limited crawl budget, along with common technical SEO issues such as unnecessary redirects, unindexed pages and inconsistent canonical signals. These issues, while common, can quietly suppress a site’s ability to rank and can slow down how quickly new or updated content gets discovered by Googlebot. The objective was to build a technically sound foundation, an SEO-friendly site architecture, clean sitemaps, valid structured data, and healthy crawl behaviour, while steadily growing organic clicks, impressions, keyword visibility and average ranking position in Sweden, the client’s primary market.

Our SEO Strategy

Our approach combined technical SEO, structured data implementation and continuous search performance monitoring through Google Search Console. Rather than chasing short-term ranking spikes, we focused on building durable search equity across four core pillars:

• Technical SEO and crawl budget optimization, ensuring Googlebot can efficiently discover, crawl and index priority pages without wasting resources on low-value URLs.
• Indexation management, actively reviewing ‘why pages aren’t indexed’ reports and resolving redirect chains, 404 errors and canonicalization conflicts.
• Structured data and schema markup, validating breadcrumbs and product snippets so the site remains eligible for rich results in the SERPs.
• Sitemap architecture, keeping XML sitemaps clean, current and successfully processed so search engines always have an accurate map of the site.

Together, these pillars support the broader goal of sustainable organic growth: better keyword rankings, higher click-through rate (CTR), and stronger average position across Sweden and other target markets.

Results

Over the course of the campaign, the site’s search performance showed measurable, data-backed improvement. Comparing the most recent 3-month period to the trailing 16-month view, average CTR improved from 2.6% to 3%, and average position improved from 10.4 to 9.1, a strong signal that the site is climbing higher in Google search rankings while also earning more clicks per impression, a key indicator of both relevance and improving SERP presence.

1.68k / 1.21k Clicks: 16-month total vs. recent 3-month pace

2.6% → 3% Average CTR

10.4 → 9.1 Average Position

0 Structured Data Errors

Sweden remains the platform’s core market, accounting for the large majority of organic clicks and impressions, confirming strong local SEO performance in the country that matters most to the business. Technical health is equally strong: crawl stats show over 9,000 crawl requests processed with a 602ms average response time and 75% of requests returning healthy 200 responses, meaning Googlebot is crawling the site efficiently without hitting major errors. Both submitted XML sitemaps report a successful status, and structured data checks show zero invalid items across breadcrumbs and product snippets, meaning the site’s rich result eligibility is fully intact heading into the next phase of growth.

Detailed Performance Data

Search Performance (16 Months)

FIGURE 1  |  Search Console Performance Overview, 16-Month Window

This view tracks the account’s full organic search performance history. Over 16 months the site generated 1.68k total clicks and 64k total impressions, with an average CTR of 2.6% and an average position of 10.4. The highlighted stat row shows the four core search metrics Google Search Console uses to measure organic visibility, and the upward slope of the impressions line in the chart below confirms the site is steadily earning more visibility in Google’s search results over time.

FIGURE 2  |  Performance by Country, 16-Month Window

Sweden is the platform’s primary target market and dominates the country breakdown, marked here with 1,592 clicks and 59,469 impressions at an average position of 10.6. This confirms that local SEO efforts are correctly aligned with the client’s actual customer base. Smaller volumes of incidental international traffic from Bangladesh, Finland, Spain and Norway show some global reach, but Sweden remains the strategic focus for continued keyword targeting and content optimization.

Recent Performance (Last 3 Months)

FIGURE 3  |  Search Console Performance Overview, Last 3 Months

Isolating the most recent 3-month window shows the tangible impact of recent optimization work. The marked stat cards show average CTR climbing to 3% and average position improving to 9.1, both stronger than the longer-term 16-month averages. Sweden alone accounted for 1,157 clicks and 37,582 impressions in this period, confirming the core market is still growing even as overall site health improves.

Indexation Health

FIGURE 4: Page Indexing Report

Google Search Console currently reports 64 indexed pages, marked in green, against 294 not indexed. The chart shows total known pages rising steadily since April, which is expected as new content is published and discovered. Our team continues to review the ‘why pages aren’t indexed’ reasons below, such as redirects and 404 errors, to prioritise which additional URLs should be pushed into the index next as part of ongoing indexation management.

Crawl Budget and Crawl Efficiency

FIGURE 5: Googlebot Crawl Stats

Crawl stats confirm Googlebot is accessing the site efficiently, with the marked stat row showing 9.07k total crawl requests, 443MB downloaded and a 602ms average response time. All five hosts, including the main domain and static subdomain, show a ‘No problems’ status. 75% of crawl requests return a healthy 200 response, and the bulk of crawl activity is refresh-type, meaning Google is regularly revisiting existing pages to keep the index current, a strong indicator of healthy crawl budget allocation.

XML Sitemap Health

FIGURE 6: Submitted Sitemaps

Both submitted XML sitemaps, the post sitemap and the sitemap index, show a marked Success status as of the most recent read. Together they cover 210 discovered pages (90 and 120 respectively), giving Google a clear, up-to-date map of the site’s content structure and supporting faster discovery of new and updated pages.

Structured Data and Schema Markup Validation

FIGURE 7: Breadcrumbs Structured Data

43 breadcrumb items validate successfully, marked in green, with zero invalid items and no issues detected in the last 90 days. Clean breadcrumb schema markup helps Google display readable navigation paths directly in search results, improving both usability and the site’s SERP appearance.

FIGURE 8: Product Snippets Structured Data

9 product snippet items are marked as valid with zero errors, meaning eligible pages remain fully qualified for rich result features in search, a technical SEO detail that supports stronger click-through rates and better SERP real estate.

Conclusion

This case study demonstrates that consistent, technically grounded SEO work compounds over time. For Cityintyg.se, resolving crawl and indexation issues, validating structured data, and maintaining clean XML sitemaps created a stable technical foundation, and that stability is now translating into measurable organic growth: better average position, stronger click-through rate, and continued dominance in Sweden, the platform’s most important market.

SEO success is rarely the result of a single change. It comes from disciplined, ongoing execution across technical SEO, structured data, content and performance monitoring, exactly the model Times of SEO applies to every client engagement. For businesses looking to improve organic search visibility, strengthen technical SEO health, and build long-term, sustainable growth in Google search rankings, this campaign reflects the kind of measurable results a structured SEO strategy can deliver.

Times of SEO continues to manage and optimize Cityintyg’s search presence, with ongoing work focused on expanding keyword coverage, further improving indexation rates, and deepening organic visibility across Sweden and adjacent markets.