E-commerce SEO: 2.8× organic traffic in 8 months

Challenge

A home-goods store with an 8,000-item catalog lived on paid traffic: organic brought under 15% of orders. The audit showed the classics: faceted filters had spawned hundreds of thousands of junk URLs, categories cannibalized each other, product pages had no unique descriptions.

Solution

We started with a technical cleanup: indexing rules for filters (useful combinations become landing pages, junk gets blocked), duplicate consolidation, and green Core Web Vitals. We mapped category demand and turned promising filters into full pages — with copy, meta and product markup. Product pages got templated optimization: metas and descriptions generated from attributes.

Result

In 8 months organic grew 2.8× and became the primary channel: orders from search +140%, 120+ category queries in TOP-5. Ad spend as a share of revenue halved — the store stopped renting its traffic.