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Results that compound.

Outcomes tied to real business goals — traffic, rankings and revenue across search and AI answers. (Sample results — replace with your own.)
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Trusted by leading brands
  • Northpeak
  • Cardstack
  • Marlow & Co
  • Vireo
  • Latch
  • Brightline
  • Aster Retail
  • Field & Forge
  • Tidewater
  • Northpeak
  • Cardstack
  • Vireo
  • Marlow & Co
The Challenge

Great products, invisible categories.

Northpeak Outdoors had built genuine demand for its gear, but almost all organic visibility sat on branded searches. The category pages that should have captured high-intent demand — the “insulated jackets” and “three-season tents” of the world — were thin templates with a product grid and little else.
Underneath, a faceted navigation was generating tens of thousands of crawlable filter URLs, diluting crawl budget and burying the pages that mattered. Our job was to make the commercial pages worth ranking, then make sure engines could actually find them.
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What we did

What we did.

Category page rebuild

Turned thin grids into genuinely useful buying guides.

Faceted navigation control

Cut crawlable filter URLs and reclaimed crawl budget.

Product schema at scale

Rich results across the full catalogue.

Buying-guide content

Top-of-funnel content mapped to seasonal demand.

Internal link architecture

Pushed authority into priority category pages.

AI search visibility

Made the guides quotable by AI answer engines.

Results

The results.

Twelve months of compounding category and technical work, measured against commercial outcomes.

214%

Increase in organic sessions

Non-brand category traffic drove the majority of the lift.
12 months

163%

Growth in organic revenue

High-intent category pages converted at well above site average.
12 months

41

Top-3 category rankings

Priority commercial terms moved onto page one and held.
From 6

88%

Reduction in crawl waste

Filter-URL controls refocused crawling on real pages.
Post-fix

3.2x

Buying-guide sessions

Seasonal guides became a reliable top-of-funnel engine.
Year on year

27

AI answer citations

Guides cited across AI assistants for category questions.
Tracked monthly
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Project detail

How we got there.

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Strong branded demand, but non-brand organic was under 20% of sessions and category pages barely ranked.

Thin category templates competing against retailers with far deeper content, plus severe crawl dilution from filter URLs.

We controlled faceted navigation, fixed indexation rules and cleaned the internal link graph before touching content.

Category pages were rebuilt as buying guides with genuine selection advice, sizing detail and comparison tables.

Original seasonal gear testing gave journalists something worth linking to, which lifted the whole category cluster.

Structured the guides into clear, extractable answer blocks and marked them up so assistants could quote them directly.

Technical gains showed within eight weeks; the compounding content lift built through months four to twelve.

Expanding into adjacent categories and deepening AI answer coverage ahead of each seasonal peak.

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