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.
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