Selected case studies.
2023–2025
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.
2024–2026
When 17× ROAS isn’t profitable: rebuilding three pool brands around margin, and selling them
"The client was running a 17× ROAS and losing money. We rebuilt three pool brands around margin instead of revenue. The business was eventually acquired."
A 17× ROAS that wasn't making money, three storefronts pulling against each other, and a brand-new owned product line with no traction. We rebuilt the portfolio around margin and the buyer journey across brands. The business was acquired.
2024–2026
Growing organic revenue 60% in the year SEO collapsed
"2025 was the year SEO traffic collapsed for most brands. We grew organic revenue 60% by going the other direction and locking down commercial queries while everyone else chased blog traffic that was already vaporizing."
A ladder reseller competing against the manufacturers it sells. We rebuilt their commercial query coverage at the category-page level and watched organic revenue grow 60% on flat traffic in a year SEO was supposed to be dead.