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.
+67%
Non-brand Organic Revenue
+29%
Indexed Category Pages
-71%
Crawl Waste
The challenge
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.
What the audit found
- 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 strategy
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.
Health
94/100
+22 pts
Indexable
12,480
+38%
Avg LCP
1.9s
-1.9s
Crawl requests / day
What we did
Technical
Facet rules (noindex/canonical/robots), parameter handling, sitemap rebuild.
On-Page
Top 300 categories rewritten with buying context, FAQs and curated internal links.
Schema
Product, Offer, AggregateRating, Breadcrumb across all PDPs.
Content
34 buying guides linking into categories and best-seller PDPs.
What changed
+67%
Non-brand Organic Revenue
12-month comparison
+112%
Category Page Sessions
top 300 categories
+29%
Indexed Category Pages
valid, indexable
-71%
Crawl Waste
log-file analysis
+3.4x
Rich Result Impressions
product + review
+14%
Conversion Rate
category → PDP path
How it unfolded
Month 1
Crawl + log audit, facet policy defined
Month 2
Technical fixes shipped, sitemap rebuilt
Month 3–5
Category enrichment + schema rollout
Month 6–12
Buying guides, rankings and revenue compound
The same catalog and the same ad budget now produce far more organic revenue. Fixing the plumbing was the unlock.
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