National sporting goods chain captures new traffic with SearchDex faceted navigation automated page creation.
Our client, a large national chain, suspected they weren’t efficiently capturing their target audience’s attention and traffic as well as they could.
While users could filter pages based on product attributes like brand, color, or size, allowing search engines to crawl pages with each combination of attributes was not an option, as it would mean crawlign a huge number of low value, unoptimized pages that would eat up their crawl budget and create massive duplication issues. On the other hand, blocking crawling of these pages would result in vast lost opportunity where they have the products users want, but would not show up in search results.
Using Searchdex hypercategory pages (“hypercats”) that provide faceted navigation at an optimized URL, our client was able to capture traffic that would have been otherwise lost.
Implementing faceted navigation SEO allowed us to create indexable versions of the pages users were searching for. As stand-alone landing pages, page attributes, such as title, meta description and page content, could be easily optimized to ensure accurate relevance for customers. Page creation could even be automated to allow marketing and product teams to be agile and responsive to search trends.
Number of hypercats pages that received traffic
Percent of organic traffic to category pages that was driven by hypercats.
Percent of organic revenue to category pages that was driven by hypercats.