Rebuilding organic visibility for a specialist retailerDemo
A category-led SEO and content programme for an online retailer whose rankings collapsed after a platform migration.
- Client
- Northbay Supply Co.
- Industry
- E-commerce
- Country
- United Kingdom
- Services
- SEO services, Content writing
The challenge
A replatform had changed every product and category URL without a redirect map. Organic sessions fell sharply and the internal team could not identify which templates were affected.
The strategy
Rebuild the category layer first, restore the lost URL equity through a complete redirect map, then treat product content as an ongoing programme rather than a one-off cleanup.
The execution
Full crawl and log analysis, a redirect map covering every legacy URL, rewritten category pages built around buying intent, an internal linking structure that pushes authority to commercial pages, and a content calendar the in-house team now runs.
What changed
- Legacy URLs mapped and redirected, ending the crawl errors
- Category pages restructured around how buyers actually search
- An internal linking model the team can extend to new categories
- A documented content process handed to the in-house marketer
They found the problem in the first week, which nobody else had managed, and then they fixed it in an order that made sense.
More work
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A custom WordPress build replacing a page-builder site that had become slow to load and impossible to edit.
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An authority programme for a financial comparison siteDemo
Twelve months of relevance-first outreach in a sector where editorial standards are unusually strict.
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