What we found: a catalog working against itself
- Indexation. Pages that should be indexed and weren’t, pages that shouldn’t be and were, and a sitemap that didn’t match the site.
- Duplicate and thin content. Variants, filters and tag archives scattering authority.
- Information architecture. Categories that reflected how the catalog grew, not how people shop.
- On-page basics. Titles, headings, product copy and alt text.
The rebuild: fix the structure, then feed it
- Repair before building. Crawl and indexation first, so every later fix is seen.
- Consolidate. One canonical page per buying intent.
- Rebuild the architecture around how customers shop for soap: by use, ingredient and gift occasion.
- Rewrite the on-page layer for the buyer, not the supplier feed.
- Then content strategy, with each piece linking into the categories it supports.
The trajectory
Rankings moved toward page one, and sessions improved over time. That’s the honest shape of a cleanup: not a spike, a trend. We won’t dress it up with numbers we haven’t published.
