Catalog SEO at scale: running an SEO program as an operating cadence on a 700-URL Canadian medical distributor
"Most SEO programs are one-time projects that decay. We built one that ran on a recurring cadence, syncing the optimization calendar to the client's monthly merchandising calendar so SEO compounded with the business instead of aging out of it."
A 700-URL medical catalog with deeply nested categories, monthly product specials the client was running anyway, and an SEO program that needed to keep pace with all of it. We built SEO as a recurring operating system, not a one-time refresh.
Catalog scale
700+ URLs, 5 levels deep
Organic revenue
$380K → $5.6M
Organic ROI
35–38× sustained
Email channel partnership
$1.45M+