Case Study: Refinery29 achieves better SEO visibility and faster issue detection with Botify

How media leader Refinery29 uses Botify to keep up with their constantly-evolving site

Refinery29, the fast-growing independent fashion and style media site, needed a better way to keep up with constant on-site changes across a very large, always-evolving website. With limited internal technical resources and little visibility into how changes affected Googlebot and search performance, the team turned to Botify’s Log File Analyzer and Web Crawler to monitor SEO impact in real time.

Botify gave Refinery29 ongoing analysis and monitoring of Googlebot activity, helping the team quickly spot and fix issues like missing meta tags, broken hrefs, redirect chains, and missing rel=alternative tags. The platform helped them catch a major template error that caused a sharp drop in organic traffic, resolve it quickly, and improve communication with product and engineering teams; Botify also became central to their workflow for measuring site changes, speeding issue resolution, and supporting ongoing organic traffic and revenue growth.

Refinery29

Hank Azarian

SEO Team Lead