The challenge
The retailer had a strong product range and good reviews, but its most valuable search terms sat on page three of Google or lower. Most traffic came from its own brand name, so new customers were not finding it.
A crawl showed why. Filter and sorting options had created thousands of near-duplicate URLs, Google was spending its crawl budget on those instead of the real category pages, and product structured data was broken on most of the catalogue.
What we did
- Crawl and index clean-up: blocked low-value filter combinations, added canonical tags and fixed 212 pages that Google had flagged in Search Console.
- Category architecture: restructured the main categories so each targeted one clear buying intent, with unique introductory copy and logical internal links.
- Structured data: rebuilt product markup so prices, availability and reviews could appear in results.
- Content cluster: published buying guides answering the questions customers asked before purchase, each linking to the relevant category.
The results
The priority keyword set reached page one within six weeks of the technical fixes going live, and organic sessions grew 3.4 times over the quarter. Because the gains came from fixing foundations and covering the topic properly, they held after the project ended.
Results depend on the starting point: this site already had products people wanted and problems that could be fixed quickly. See how I approach this on the SEO service page.