Industries We Know
Marketing for E-commerce & DTC
- +63%Median lift in organic revenue
- 81%Duplicate URLs removed from the index
- 9 to 27Collections on page one
The Pattern
What We Usually Find in E-commerce
The revenue in e-commerce search sits on category and collection pages, and most stores treat them as an afterthought. Meanwhile filters and sorts generate thousands of duplicate URLs that dilute everything.
Our work starts with which collections deserve to exist, moves through navigation rules and copy, and ends with guides that feed shoppers into those collections.
- 01
Index bloat from filters
Thousands of near-duplicate URLs competing with your real categories.
- 02
Borrowed product copy
Maker descriptions shared with every other stockist.
- 03
Seasonal pages rebuilt every year
Losing accumulated authority each time the URL changes.
The Playbook
Four Plays We Run for E-commerce & DTC
- 01
Collection architecture
A map of which categories earn a page, built from search demand and margin.
- 02
Faceted navigation rules
Clear index and canonical rules so filters help shoppers without confusing crawlers.
- 03
Evergreen seasonal URLs
One gift guide URL that is updated, not replaced, each year.
- 04
Buying guides
How-to-choose content with comparison tables linked into collections.
Searches We Plan Around
Four Queries, Four Different Pages
| Sample search | Intent | Page that should answer it |
|---|---|---|
| carbon steel skillet | Commercial | Collection page |
| carbon steel vs cast iron | Comparison | Buying guide |
| how to season a carbon steel pan | Informational | Care guide linked to products |
| best chef knife under 150 | Commercial | Curated collection |
Illustrative queries, not keyword data.
Case Study
Juniper & Rye, Portland, OR
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.
Read the full case studyServices we usually combine
Organic orders per month
Juniper & Rye, sample client, 12 months
| 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 |
Testimonials
“The audit was twelve pages, and the first page was all we needed to get budget approved. Nine months later organic is our largest source of demos.”
Priya RamanVP Marketing, Tallgrass Ledger“They told us to delete most of our blog and explained why in plain terms. Consultation requests nearly tripled.”
Jonah CastellanPartner, Castellan & Voss“Our front desk teams have one process now. Reviews tripled and the phones are noticeably busier.”
Dr. Elena GarzaManaging Partner, Bexar Ridge Family Dental“Writers who interview our engineers and get the details right. We approve most drafts with one round of comments.”
Soren AlbrechtHead of Content, Kestrel Freight Systems“The monthly report is two pages and I read all of it. That has never happened with an agency before.”
Dale WhitcombOwner, Pecan Street Plumbing & Air* Sample reviews from fictional clients.
Ready for a Plan Written for E-commerce, Not for Everyone?
Join the monthly briefing: one page on what changed in search, paid, social and email, and what to do about it. No sales emails, and you can leave in one click.
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