CONVERTIBLE CONTEMPORAIN
36% more organic sessions for Italy's leading convertible sofa maker
Convertible Contemporain is Italy's leading convertible sofa maker. We wrote search-led category and product copy and restructured the catalogue, so more organic shoppers reached the right pages.
THE CHALLENGE
What was at stake
Losing at the comparison stage
Non-brand shoppers were meeting competitors first at the comparison stage.
Catalogue depth working against it
Catalogue depth was working against the site instead of for it.
Growth tied to brand spend
Growth stayed tied to brand awareness spend rather than compounding search demand.
Priorities pointing elsewhere
Merchandising priorities and search visibility were pointing at different pages.
THE SOLUTION
What we did
We stopped the catalogue competing with itself, then rebuilt the pages around what shoppers actually search for.
- 01
Stop pages competing for the same query
- Grouped catalogue URLs by the query they target
- Separated overlapping pages and folded variants into parent pages
- Chose one target page per query and pointed internal links at it
- 02
Rebuild category pages around real searches
- Mapped non-brand demand across the catalogue
- Rewrote category copy and reordered page structure around it
- Gave category and product pages different jobs
- 03
Cover variant demand and connect the catalogue
- Expanded coverage of real variant demand
- Upgraded internal linking so authority reaches the right pages
- Improved crawl paths through the catalogue
THE RESULT
What it moved
36%Organic sessionsOrganic sessions grew steadily as shoppers found the pages they were looking for.
8 minAverage time on siteTime on site climbed alongside the new category pages.
How we measured it: Organic sessions and average time on site, from the client's analytics.
The most senior team we've worked with. No hand-offs, no fluff, just work that moves the KPI.
Anna Beltran
CMO, Convertible Contemporain
MORE WORK
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