By team

Ecommerce

Category and product visibility at catalogue scale, tied to margin rather than sessions.

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Catalogue scale
Faceted navigation
Margin-weighted

The problem

What usually goes wrong

The patterns we see most often before teams move onto AASEO.

Category pages underperform

The highest-intent pages on the site are templated afterthoughts with no unique content.

Faceted navigation leaks crawl budget

Millions of parameter URLs consume crawl and dilute the pages that matter.

Seasonal demand missed

Content briefed during the season instead of before it.

Volume over margin

Effort goes to high-traffic categories that make almost nothing per order.

Duplicate product copy

Manufacturer descriptions repeated across every retailer in the category.

Losing the comparison query

Answer engines summarise the category and cite someone else.

Outcomes

What changes

Revenue

95%

increase in organic revenue

Global retail group

Technical

62%

less crawl waste

After facet governance

Planning

4 wks

earlier seasonal readiness

Driven by trend modelling

Efficiency

2.8x

return on refresh effort

Margin-weighted prioritisation

The approach

How we get there

01
Weight by margin

Attach margin to categories so the backlog optimises for profit rather than pageviews.
02
Govern the facets

Rules for which parameter combinations are indexable, enforced and monitored.
03
Brief ahead of season

Trend models drive the content calendar a quarter before demand arrives.

FAQ

Common questions

Can you handle a million-SKU catalogue?

Yes. Crawling and scoring are template-aware, so analysis scales by page type rather than by individual URL.

Do you integrate with our commerce platform?

Shopify, Magento, Salesforce Commerce and custom platforms via the API. Margin and inventory data can be imported to weight prioritisation.

Get started

Let's talk about Ecommerce

Thirty minutes with a strategist who has run this exact motion before.