Context
A fast-growing DTC brand had duplicate collections, weak schema, and unclear collection-to-PDP funnels, limiting organic growth and conversion efficiency.
Technical SEO and CRO cleanup that increased qualified traffic
Fixed crawl/indexing blockers and strengthened conversion paths for organic traffic.
Goals
- Improve crawl health and indexed page quality
- Increase organic sessions to money pages
- Improve conversion from SEO landing traffic
What I did
- Audited and resolved canonical conflicts and orphaned collections
- Implemented structured data enhancements and internal linking improvements
- Reorganized collection templates around intent and margin priorities
- Connected SEO landing flows to clear merchandising paths
Stack
ShopifySearch ConsoleScreaming FrogGA4GTM
Before / after metrics
| Metric | Before | After | Change |
|---|---|---|---|
| Indexed valid pages | 1,240 | 1,710 | +37.9% |
| Organic sessions | 52k/mo | 69k/mo | +32.7% |
| SEO landing CVR | 1.2% | 1.8% | +50.0% |
Lessons learned
- SEO wins matter more when templates are built for conversion intent.
- Technical cleanup should map directly to revenue pages, not vanity metrics.