The challenge
Important categories competed with duplicate faceted URLs, product content lacked decision-making detail, and internal links did not reflect commercial priorities.
The approach
- Consolidated crawl paths and clarified canonicals
- Rebuilt category architecture around demand and margin
- Created reusable product and category content standards
- Added contextual internal links from guides to commercial pages
Illustrative outcomes
- 148% growth in organic sessions across the measured period
- Stronger visibility for non-brand category queries
- A repeatable publishing and merchandising workflow