E-commerce / fashion · United Kingdom
UK fashion e-commerce: 312% organic revenue growth in 6 months
A mid-size UK retailer had 40,000 indexable filter URLs, cannibalised categories and a Shopping feed rejecting a third of its catalogue.
+312%
Organic revenue
2.4x → 5.1x
Blended ROAS
40,000 → 6,300
Indexed URLs
9 → 74
Top-10 commercial keywords
Challenge
Where they started
Crawl budget was consumed by faceted URLs, category pages had no unique content, and paid and organic were bidding against each other on the same terms.
Approach
What we actually did
- 1Set indexation rules for facets and consolidated 27 overlapping categories into 11 authoritative hubs.
- 2Wrote category buying guides and implemented Product, Breadcrumb and Review schema.
- 3Repaired the Merchant Center feed and restructured Shopping and Performance Max campaigns.
- 4Aligned paid and organic keyword ownership to stop internal competition.
“For the first time we can see which categories actually make money, in organic and paid.”
Services used
More work
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