seo · paid media · merchandising
Wellness brand with a great catalog nobody could find
Freelance engagement. Strong product, loyal existing customers, and almost no discoverability — plus a paid account spending against terms the site couldn’t support.
The problem
Product pages written like packaging copy: evocative, and useless to a search engine. Collections organized around internal categories rather than the way customers describe what they want. Paid media spending into that structure and blaming the creative for the results.
What I did
- Mapped intent before writing a word. What people actually search for in this category, at which stage, and which of those queries the brand had any right to win.
- Rewrote product content and restructured collections. Real product detail, honest specifics, and site architecture that gave each intent a page to land on.
- Rebuilt the paid account around the new structure. Feed hygiene in Merchant Center, campaigns pointed at pages that could actually convert the query, and budget pulled off terms that never would.
- Put promotions on a calendar. Planned sequencing instead of reactive discounting, so paid and lifecycle stopped competing for the same margin.
What happened
Organic traffic grew 5×. Paid settled at a 2.8 ROAS on a cleaner account, and monthly revenue doubled in the campaigns where the new product content and the media plan lined up.
What I’d tell you in the interview
Product content is the most underrated asset in ecommerce. It’s the input to organic search, paid quality, on-site conversion, and now to whether an AI assistant can recommend you at all. One rewrite, four channels improved — which is why it’s the first thing I audit.