3.1× organic revenue in 9 months

The challenge

A migration to a headless stack two years prior had collapsed Northwind's organic revenue by 58%. Faceted navigation was generating ~480k crawlable URLs Google was refusing to index. Category pages were thin, duplicated across regions, and missing the entity coverage needed to compete with vertically-integrated incumbents.

Our approach

1. 1

   Audited 480k URLs, identified canonical and parameter-handling strategy, killed crawl traps without losing long-tail demand.

2. 2

   Rebuilt the PLP template with intent-grouped content blocks, programmatic style-guide modules, and structured data for product collections.

3. 3

   Shipped a 240-page style-guide hub mapped to the seasonal buying cycle, linked from every relevant PLP via templated modules.

4. 4

   Engineered an internal-link graph so every new product page receives 6–9 contextual internal links the day it ships.

The outcome

Within nine months, non-brand sessions grew 248% and organic revenue 312%. The style-guide hub became the largest organic acquisition channel and now drives more revenue than any single paid campaign.