Doubling Organic Revenue for a UK Home Goods Retailer

The challenge

The retailer had strong brand recognition offline but almost no organic visibility for its category terms. A legacy platform generated thousands of duplicate URLs through faceted navigation, faceted pages were being indexed ahead of category pages, and the average product page took over six seconds to render on mobile.

What we did

• Crawled the full catalogue and mapped 9,400 duplicate and near-duplicate URLs created by filter combinations.
• Implemented canonical rules and a robots directive strategy that removed the duplicates from the index without losing the pages customers actually used.
• Rebuilt category templates with server-side rendering, deferred non-critical scripts and modern image formats.
• Produced buying guides targeting the informational queries that preceded high-value category searches.
• Ran a digital PR campaign that earned coverage in three national interiors publications.

The outcome

Within nine months organic sessions rose 218% year on year and organic revenue rose 141%. Mobile largest contentful paint fell from 6.1 seconds to 1.4 seconds, and 34 of the 40 priority keywords reached page one.