Systematic Category SEO That Delivered Peak-Season Growth
Robert Dyas operates a large ecommerce platform with hundreds of categories and thousands of products across home, garden and seasonal retail.
Our objective was to improve organic visibility, rankings and revenue across thousands of commercial pages without disrupting site structure or performance.
Challenge
The primary challenge was scale. Optimisation had to be systematic, prioritised and commercially aligned to generate meaningful impact.
Key challenges included:
- Hundreds of category and sub-category pages requiring optimisation
- Little to no SEO content across core commercial pages
- Inconsistent or non-optimised title tags and meta descriptions
- Limited above-the-fold contextual content
- No structured FAQ implementation across priority categories
Strategy
Rather than attempting to optimise the entire site at once, we built a phased, category-led rollout strategy.
Garden & Outdoor was identified as the initial priority due to high seasonal demand, strong commercial value and significant opportunity for non-brand growth.
This allowed us to test, refine and scale improvements across the wider site.
Implementation
Metadata Optimisation at Scale
We rewrote and scaled optimised title tags and meta descriptions across priority categories and sub-categories to ensure consistent keyword targeting and hierarchy.
Content Framework for Category Pages
We introduced a scalable content framework including above-the-fold introductory copy, below-the-fold SEO content blocks and structured FAQ sections across core categories.
Technical SEO Roadmap
We created a detailed technical roadmap covering on-page SEO fixes, internallinking improvements, content placement best practice and scalable implementation recommendations.
Results
Summer 2025 vs Summer 2024 – Peak Season Comparison)
+37% increase in traffic to the Garden Furniture category
+51% increase in traffic to the Sheds category
+10% increase in organic revenue across garden-related pages
By prioritising high-volume categories and implementing scalable SEO improvements, Robert Dyas achieved measurable growth during peak seasonal demand.
Explore More Case Studies
-
John Lewis
SEO & Data Insight
Custom built dashboard that helps John Lewis make better marketing decisions
VIEW CASE STUDY
Ready to grow your business?
Tell us about your brand and we'll show you exactly where the biggest search opportunities are — and how we'd go after them.
Get in touch
Latest Blogs & Articles
-
Google Search Console Just Added AI Visibility Reporting. Why That Matters
How AI search is changing what it means to be visible in Google results Google has announced new Search Generative AI performance reports in Search...Read Article → -
Are Marketers Creating Too Much Content?
The internet has never had more content, but attention has not grown with it Content has never been easier to create. AI can write blogs,...Read Article → -
Why ranking and visibility in SEO are no longer the same thing
The gap between ranking and visibility is getting bigger For a long time in SEO, the assumption was simple. If you rank well you will...Read Article → -
GEO isn't replacing SEO. It's raising the bar.
Google published official guidance on optimising for AI Overviews and AI Mode last week, and for anyone following the noise around GEO and AI search,...Read Article → -
Google Is Removing FAQ Rich Results From Search
Google has officially ended FAQ rich results in Search, marking another clear shift in how visibility is earned in modern SEO. As of May 7,...Read Article → -
Have Algorithms Started Shaping Personalities?
The growing impact of algorithms on online behaviour Algorithms have always shaped what people see online, but it now feels like they may be starting...Read Article →
