# E-commerce SEO Overhaul

## The challenge

An Edinburgh-based retailer with a 15,000-product catalogue was losing organic rankings despite strong content. A technical audit revealed a raft of crawl and performance issues compounding over years of incremental development.

The site had accumulated duplicate content from faceted navigation, broken canonicals, render-blocking third-party scripts, and no structured data. Google was spending crawl budget on thousands of near-duplicate URLs and ignoring the product pages that mattered.

## Approach

Starting with a full crawl audit, we identified the highest-impact issues and prioritised them by traffic opportunity. Faceted navigation was controlled via robots directives and canonical tags. Product structured data (Schema.org `Product`, `Review`, `BreadcrumbList`) was implemented across all category and product templates.

Performance work targeted Largest Contentful Paint — images were lazy-loaded, fonts preloaded, and third-party scripts deferred. A Cloudflare Worker handled long-tail redirect management without touching the origin.

## Outcome

- Organic sessions up 34% within 90 days of implementation
- LCP improved from 4.2s to 1.8s
- 11,000 duplicate URLs removed from the crawl index