Case Study
Improving Organic Discovery Across an E-commerce Website
Adam Vaira, online retail
The Challenge
Hundreds of products, but organic traffic landed on the homepage and blog. Category pages were thin, product descriptions were copied from manufacturers, and filter combinations had created thousands of weak indexed URLs.
The Strategy
Win on the money pages first: category architecture matched to search intent, unique product copy for top sellers, and filter controls so crawlers spend budget on pages that sell.
The Work Completed
- Category tree rebuilt around customer search language
- Unique descriptions written for top 120 products
- Canonical and noindex rules for filter combinations
- Internal linking from guides to category pages
- Breadcrumbs added
The Results
+38%organic revenue
120+product pages optimized
-71%thin indexed URLs
What We Learned
Category pages carried the growth: a few strong category rankings outperformed dozens of blog posts for revenue. Next phase tackles site speed on image-heavy templates.