A large online retailer of home and DIY products has a broad range and seasonal demand. Improving non-branded visibility required connecting content work with the catalogue and practical shopper questions.
Expand non-branded search visibility across a home-improvement assortment.
This meant extending coverage for categories and practical customer tasks while keeping the content connected.
At this scale, we worked as a content-planning hub, selecting topics, setting standards, managing the content set and coordinating with the client’s large SEO team.
- Developed a catalogue content model with standard templates and quality requirements for categories, subcategories and product groups.
- Mapped demand across the assortment, including non-branded product searches, customer tasks and practical home-improvement questions.
- Planned content within a large SEO team, prioritizing by demand, competition and effort while coordinating contributors.
- Expanded practical content with guides and solution roundups that address informational demand and support trust in product pages.
- Kept the content set connected with internal links, reduced cannibalization and refreshed outdated materials.
- Tracked results by category, query type and page, adjusting the plan regularly.
A large catalogue depends on discipline: shared page requirements, coordinated updates and clear links between categories and materials. This process supports content expansion without losing structure.
Over a year, non-branded impressions grew 45%, and more than 1,200 queries reached Top 10. Catalogue coverage expanded across thousands of product lines; the client’s name and source site are not disclosed.
| Metric | Result |
|---|---|
| Non-branded impressions over a year | +45% |
| Queries in Top 10 | +1,200 |
| Catalogue coverage | Thousands of product lines |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
The next planning cycle could focus on:
- Develop deeper project guides for typical repair and home-improvement tasks.
- Support key guides with video and visual materials that encourage users to stay.
- Build GEO visibility so the retailer appears in AI answers about products and home improvement.