Case study · Snowy
Snowy's technical SEO: 257,000 clicks in 90 days
16.8 million impressions on Google in three months, without spending a euro on advertising. This is the technical work behind it, and the same work I apply when I review another website.
Snowy is a weather platform built with Next.js. I lead its development, and the technical SEO comes with it. Figures are from Search Console, 26 June to 24 September 2026.
- Impressions
- 16.8 M
- Clicks
- 257,346
- Average position
- 8.1
- URLs in the sitemap
- 7,538
What was done
The technical work, from what weighs most on the result to what weighs least.
One page per specific search
Every beach has its own page with the day's flag, every eclipse viewing spot has its own, and every earthquake its own record. That is more than 200 beaches and around 300 spots for the 2026 eclipse, with over 500 pages already set up for 2027. Someone searching for today's flag at Gandia beach lands on a page that answers exactly that.
Caching at the pace of each piece of data
Each page type is regenerated according to how long its content takes to go stale: the sitemap once a day, the eclipse spots once a week, pages about a past event once a month. Google finds fresh content and the server does not rebuild everything on every visit.
Sitemaps and structured data
A sitemap of 7,538 addresses, a news sitemap with consistent modification dates, and structured data on the pages, including the FAQs in articles.
Fewer pages competing with each other
Several earthquake pages were fighting for the same searches. One was declared the hub, the others were consolidated, and retired addresses redirect with a 301 so nothing gained is lost.
Readable by AI search
The ChatGPT and Perplexity bots do not run JavaScript. Snowy serves every page already rendered on the server, so ChatGPT's search bot gets the day's flag for each beach in the first HTML. The robots.txt lets them in and the structured data tells them what each page is.
Deciding with Search Console
Traffic is measured by section every few weeks, and that decides where to invest and what to leave alone. The repository has 138 changes tagged as SEO.
Where the traffic came from
Clicks over the 90 days, grouped by section.
Source: Google Search Console, 91 days.
Beaches
35.8%92,288 clicks, almost all looking for the day's flag
Eclipse
32.6%83,988 clicks, 27,351 on 12 August alone
Earthquakes
15.7%40,461 clicks, the section that holds up best out of season
WikiMeteo
7.2%18,468 clicks on the weather glossary
The best-performing query is today's flag at Guardamar del Segura beach: position 1.8, and 41% of the people who see it click through.
What I apply when reviewing your website
What these numbers teach before a single page is touched.
Go for the searches that can be won
For “weather in…” Google puts its own panel at the top and those Snowy pages convert at 0.1%. For today's flag at Guardamar beach it has none, and 41% of the people who see it click through. Before creating pages I check which searches really have room.
Get there before the peak
The eclipse brought 27,351 clicks in a single day because the page for each city had been indexed for weeks when the date came. Whatever your business knows is coming gets prepared in advance.
Source: Google Search Console, snowy.es property, 26-06-2026 to 24-09-2026. Clicks by section, grouped by URL.
Your website does not show up on Google or in AI answers?
We look at it on a half-hour call, and afterwards I send you in writing what I would change and what it would cost.