Our Successful Project
Juniper & Rye Store Cleanup
Our Success Stories
Project Overview
Organic revenue up 71% after taming 14,000 filter URLs. Faceted navigation had flooded the index with duplicates and starved category pages. New rules, rewritten collections and a set of buying guides turned organic into the store's largest channel. Category pages carried one line of copy each, product pages reused maker descriptions, and the buying guides that did exist linked nowhere.
- Category:
- E-commerce
- Service type:
- E-commerce SEO
- Engagement:
- 12 months, Growth retainer
- Location:
- Portland, OR
- Client name:
- Juniper & Rye
Key Results And Tangible Business Benefits
Juniper & Rye sells cookware and knives from small makers. Their store had 620 products and more than 14,000 indexed URLs, almost all of them filter and sort combinations. Over twelve months the work below changed the numbers that matter to the business, not just the ones that look good on a chart.
Monthly organic sessions
11,20038,600+245%
Organic revenue per month
$21,400$36,600+71%
Category pages on page one
726+19
Indexed filter URLs
14,200310-98%
Fictional client. All figures and quotes are sample data.
What We Did
Five Pieces of Work, In This Order
- 01
Faceted navigation rules
Set canonical and noindex rules for filters and sorts, keeping only the nine filter pages with real search demand.
- 02
Rewrote 32 collection pages
Added buying context, care notes and comparison tables above and below each grid.
- 03
Original product copy
Wrote descriptions for the 140 products that drive 80% of revenue and templated the rest from product data.
- 04
Buying guides that link in
Published 18 how-to-choose guides, each linking to two or three collections.
- 05
Revenue by landing page
Reported organic revenue by page group so the team could see which collections earned their place.
Services used
Team: Strategist, e-commerce lead, writer
Results Over Time
Twelve Months, Three Measures
Organic sessions a month
Sessions from organic search
| Month | Organic sessions |
|---|---|
| Sep | 11,200 |
| Oct | 11,497 |
| Nov | 13,580 |
| Dec | 16,559 |
| Jan | 18,763 |
| Feb | 23,961 |
| Mar | 25,673 |
| Apr | 31,520 |
| May | 32,487 |
| Jun | 37,176 |
| Jul | 37,236 |
| Aug | 38,600 |
Average position
Tracked keywords, lower is better
| Month | Average position |
|---|---|
| Sep | #14.1 |
| Oct | #13.9 |
| Nov | #13.4 |
| Dec | #12.5 |
| Jan | #11.5 |
| Feb | #10.3 |
| Mar | #9.1 |
| Apr | #8.0 |
| May | #7.0 |
| Jun | #6.2 |
| Jul | #5.6 |
| Aug | #5.4 |
Organic orders
Per month
| Month | Organic orders |
|---|---|
| Sep | 186 |
| Oct | 202 |
| Nov | 214 |
| Dec | 244 |
| Jan | 301 |
| Feb | 319 |
| Mar | 402 |
| Apr | 406 |
| May | 490 |
| Jun | 483 |
| Jul | 539 |
| Aug | 532 |
Sample figures for a fictional client. Hover, tap or use the arrow keys on a chart, or switch to the table view.
Timeline
How The Year Ran
- 01
Month 1
Catalog crawl and revenue mapping.
- 02
Month 2
Navigation rules shipped, index cleanup begins.
- 03
Months 3 to 5
Collection and product copy published.
- 04
Months 6 to 12
Buying guides, seasonal pages and refreshes.
We had assumed more pages meant more chances to rank. Cutting 98% of them was the best thing we did all year.
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