Home-goods store grows non-brand organic revenue 67%
A mid-market ecommerce brand wasted crawl budget on faceted URLs and had templated category copy. Fixing structure unlocked category rankings.
Illustrative sample data — not a real client engagement.
Non-brand Organic Revenue
Where they started
A 90,000-URL catalog generated millions of crawlable faceted combinations. Google spent its budget on parameter URLs while money categories sat on page 3.
- Faceted navigation created ~4M crawlable URLs
- Category pages: 40 words of boilerplate, no internal links
- Duplicate content across color/size variants
- Missing Product, Offer and Breadcrumb schema
- Log files showed 71% of crawl hits on non-indexable URLs
The plan
Define an index policy for facets, enrich the top 300 category pages with useful content and internal links, implement robust product schema, and connect buying guides to category and product pages.
- Technical
- On-Page
- Schema
- Content
What we actually did.
Facet rules (noindex/canonical/robots), parameter handling, sitemap rebuild.
Top 300 categories rewritten with buying context, FAQs and curated internal links.
Product, Offer, AggregateRating, Breadcrumb across all PDPs.
34 buying guides linking into categories and best-seller PDPs.
What changed.
How it unfolded.
“The same catalog and the same ad budget now produce far more organic revenue. Fixing the plumbing was the unlock.”