Rebuilding organic search for a multi-category online store

The problem

Faceted navigation was generating tens of thousands of crawlable URLs, the real category pages had no unique content, and product descriptions came straight from the manufacturer feed — identical to every competitor selling the same items.

What we did

We controlled the facets at crawl level, consolidated duplicate category paths, then rewrote the top categories around how customers actually search rather than how the catalogue is structured internally. Product content was rewritten in priority order by revenue, and schema was added so listings could earn rich results.

Outcome

• Crawl budget redirected from junk URLs to pages that can rank
• Category pages became entry points instead of dead ends
• Organic revenue share grew against a flat paid spend

Stack & channels