The challenge
Oakmark is a 20-year-old family furniture retailer with 2,400 SKUs on Shopify. Google could not crawl the site properly due to faceted navigation creating thousands of duplicate parameter URLs. 600 thin category pages competed with each other for the same terms.
What we did
We cleaned up faceted navigation with proper canonical tags and parameter handling. We consolidated 600 thin category pages into 85 high-quality hubs, each with buying guides, comparison content, and care instructions alongside product listings. We launched a buying-guide programme targeting mid-funnel informational queries that drove users into the product catalogue.
The results
Organic revenue grew 268% within six months. Annual revenue attributed to organic search reached $4.8M. The buying guide content now drives 38% of organic revenue. Crawl efficiency improved from 30% to 90% of budget spent on rankable pages.