Where they started
A mid-size fashion retailer with 4,000 SKUs, stuck on page 2–3 for every commercial term that mattered. Marketplaces owned the SERPs; the client owned a blog full of style guides that ranked for nothing anyone buys.
The diagnosis: authority spread thin across 700 thin URLs, and category pages starved of links.
What we did
- Collapsed 700 thin tag and filter URLs into 60 canonical categories.
- Rewrote the top 25 category pages around “buy-intent” language and FAQ modules.
- Built 74 links over 14 months — editorial fashion press and sustainability publications only.
- Re-wired internal linking so new arrivals push authority to evergreen categories.
Traffic compounding started in month 4, revenue followed in month 6. The chart below is monthly organic sessions across the engagement.