168% non-brand organic revenue growth for a UK homeware retailer
Twelve thousand product pages, forty thin category pages, and an index full of filter combinations. The fix was structural.
The problem
What was going wrong
The retailer ranked well for its own brand and almost nothing else. Faceted navigation had generated tens of thousands of indexable URLs, crawl budget was being spent on colour-and-size combinations, and category pages carried a single paragraph of duplicated copy.
The work
What we did about it
- Mapped commercial search demand against the catalogue and margin data to find which categories were worth owning.
- Rebuilt the taxonomy: new subcategory tier, consolidated overlapping collections, and 301 mapping for everything retired.
- Set crawl rules and canonical logic with a whitelist of indexable facets that matched genuine search demand, and removed the rest from the index.
- Built a category page template with buying guidance, comparison blocks and FAQs, then wrote content for the top 60 categories.
- Ran a digital PR programme producing two data studies that earned links to the category hubs.
We had been told for two years that we needed more blog content. We needed better category pages.
Services used
What this programme involved
Figures are taken from the client's own analytics and CRM over the stated period and are shared with permission. Client name withheld under NDA.
Portfolio
More work
Design, build and growth programmes we can talk about publicly — with the numbers the client signed off.
Next step
Your situation is probably not identical
But the method is. Send us the numbers and we will tell you which part of this applies to you.