Case Study

eCommerce SEO & Site Architecture Restructure

  • Industry: Retail / eCommerce
  • Project Duration: 8 months
  • Scope: Technical SEO, Website Architecture, Content Optimization

A large niche eCommerce retailer came to me with a familiar challenge: despite having hundreds of products and years of blog content, their organic traffic and rankings were stagnating. The website had grown fast, but without a clear structure, making it difficult for both users and search engines to find the right pages.

Over eight months, I led a full SEO restructuring project to rebuild the site’s architecture, improve technical health, and connect high-traffic content to the products that mattered most.

The Challenge

The website had more than 800 products and over 1,000 URLs, but its growth had led to multiple SEO and UX issues:

  • Confusing navigation and poor category structure
  • Duplicate categories without canonical tags
  • Missing breadcrumbs and schema markup
  • Large numbers of 404 errors, redirect chains, and redirect loops
  • Insecure pages still indexed by Google
  • Blog posts driving traffic but not conversions — due to broken or irrelevant links, weak headers, and no internal linking to products

The result: wasted crawl budget, missed opportunities, and users dropping off before purchase.

The Approach

1. Technical & Structural Audit

  • I conducted a deep crawl to identify technical issues, duplicate pages, and redirect errors.
  • I mapped all categories and subcategories to assess hierarchy, crawl depth, and internal linking flow.
  • I reviewed Google Search Console data to identify underperforming URLs and crawl anomalies.

2. Website Architecture Redesign

  • I consolidated duplicate categories and restructured the entire hierarchy for clarity and crawlability.
  • I created optimized category pages targeting strategic keyword clusters.
  • I implemented breadcrumb navigation and improved internal linking logic between key product and content pages

3. Content & UX Optimization

  • I reviewed high-performing blog posts and optimized them to funnel traffic toward related product pages.
  • I added relevant internal links and replaced outdated or broken links.
  • I improved product page design to highlight essential purchase details (e.g., price visibility, delivery info, and call-to-action clarity).
  • I introduced structured data (Product, Article, and Breadcrumb schema) to enhance SERP presentation.

4. Technical Fixes

  • I removed redirect loops and chains.
  • I fixed 404 errors and updated all internal links.
  • I ensured HTTPS consistency and eliminated insecure page versions

The Results

After 8 months, the impact was clear:

  • +174% increase in organic visibility across key commercial and content keywords.
  • +15% growth in total eCommerce revenue attributed to organic search.
  •  Improved crawl efficiency and site performance.
  • Content and product pages now worked together, and more blog readers became buyers.

Key Takeaways

  • Strong site architecture is one of the most underrated SEO levers for eCommerce growth.
  • SEO success doesn’t always require migration, restructuring and cleanup can deliver major wins.
  • Connecting content and commerce (blogs → products) is essential for full-funnel SEO impact.

Get found. Get clicks. Get results.

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