Cleaning The Clutter for a Family Education Brand

Gigi’s Playhouse is a nationwide network of Down Syndrome Achievement Centers, connecting families, volunteers, and donors to local resources through its website. Despite its critical role, the site’s organic performance was severely limited by technical SEO issues at scale, most notably over 2.7 million auto-generated URLs that overwhelmed Google’s crawl budget and prevented key location pages from being indexed.

In 2025, Gigi’s Playhouse partnered with Redefine to clean up site infrastructure, eliminate low-value pages, and restore crawl efficiency. By removing mass WordPress-generated attachment pages, resolving duplicate metadata, fixing broken links, and implementing structured data improvements, Redefine reduced technical issues by 78% and significantly improved site health.

As a result, Gigi’s Playhouse saw a 31% increase in ranking keywords, a 71% lift in SERP feature visibility, and stronger top-of-page rankings for high-intent local searches—ensuring families can more easily find the resources and locations they need.