E-TECHSystems & Solutions
← Work
Commerce SEO·E-Commerce · Garden & Home·2025·6 months (ongoing)

£180k of annual revenue sitting in page-2 search results.

Commerce SEOContent architectureTechnical audit

Northfield Supply — visual walkthrough available on request

Results

340

keywords moved from page 2 to page 1

6 months

£180k

estimated additional annual revenue from organic

4.1×

increase in organic sessions

Year-on-year

Keyword positions tracked via Ahrefs weekly. Revenue estimate based on keyword search volume, average CTR for position 1–3, and site conversion rate. Organic sessions from Google Search Console, year-on-year.

Situation

Northfield had a 12-year-old garden supply store with a loyal customer base, strong product margins, and 4,000 SKUs. They were ranking on page 2 for 340 commercial-intent keywords with high monthly search volume. No one had ever done a proper technical SEO audit. The opportunity cost was calculable and significant.

What we did

  1. 01

    Full technical audit — crawl budget, indexation, cannibalization, Core Web Vitals

  2. 02

    Category page architecture rebuilt from scratch with proper hierarchy and internal linking

  3. 03

    Product schema and review markup implemented across all 4,000 SKUs

  4. 04

    Content strategy for 18 category-level buyer guides targeting commercial intent

  5. 05

    Google Merchant Centre feed rebuilt and submitted clean

Before / After

BeforeCategory architecture

12 orphaned category pages, no internal linking structure

AfterCategory architecture

Hierarchical category architecture with breadcrumb schema and cross-links

BeforeTechnical health

Core Web Vitals failing — CLS 0.42, LCP 6.8s

AfterTechnical health

All Core Web Vitals passing — CLS 0.02, LCP 1.9s

Tech stack

ShopifyScreaming FrogAhrefsGoogle Search ConsoleGoogle Merchant Centre

Technical audit

Findings from the pre-engagement audit. All resolved before handoff.

Audit findings8 findings — all resolved
Critical3 issues
Crawl budget waste
4,200 non-canonical URLs being crawled — diluting budget from real pages
Canonical map implemented, crawl budget redirected to 2,800 product pages
Fixed
Orphaned category pages
12 category pages with zero internal links — invisible to crawlers
Hierarchical architecture with breadcrumb schema and cross-links
Fixed
Google Merchant Centre
340 products disapproved — missing GTIN, price, and availability
Full feed rebuilt, all 4,000 SKUs approved and serving Shopping ads
Fixed
High3 issues
Core Web Vitals — CLS
CLS 0.42 (failing) — layout shift on image and font load
CLS 0.02 (passing) — reserved dimensions, font-display: swap
Fixed
Core Web Vitals — LCP
LCP 6.8s (failing) — hero image unoptimised, no preload
LCP 1.9s (passing) — WebP, preload hint, CDN delivery
Fixed
Product structured data
No schema markup on 4,000 SKUs — ineligible for rich results
Product + Review schema on all SKUs, rich results appearing in 6 weeks
Fixed
Medium2 issues
Duplicate title tags
220 product variant pages with identical page titles
Template-generated unique titles for every variant
Fixed
Missing meta descriptions
1,800 category and product pages with no meta description
Template system generating descriptions for all non-editorial pages
Fixed

Walkthrough

Full build teardown and before/after demo

Video walkthrough

Full build teardown available on request

Working on something similar?

We take on a small number of new engagements each year. Tell us about your project.

Start a conversation

Related work

All work
Store Redesign·2025

Velo

Sixty percent of customers were leaving before they paid.

Theme Development·2025

Carve

Their existing theme was costing them 40% of mobile revenue.