Rebuilding category architecture grew a fashion retailer's organic revenue 2.8×

Challenge

The site ran on modern infrastructure, but its faceting was uncontrolled: combinations of colour, size, price and brand filters exposed more than 4 million crawlable URLs. Google visited the 340 category pages that actually mattered roughly once a month.

As a result, new season categories were indexed only after the season ended, and campaign pages never ranked at all.

Solution

We started with log analysis to establish real bot behaviour, then applied a three-layer fix:

• Filter combinations with real demand (e.g. "black leather jacket") were promoted to permanent, indexable category pages.
• All remaining combinations were removed from the crawl and stripped out of internal links.
• The 340 category pages received unique content, a correct heading hierarchy and product schema.

In parallel we ran Core Web Vitals work; mobile LCP dropped from 4.1s to 1.9s.

Outcome

After nine months organic revenue was up 2.8×. More importantly, new season categories now index within about four days and start ranking at the beginning of the season rather than the end.