Print E-Commerce turned a 40,000-page catalog into a ranking machine
A publishing and printing catalog too big to crawl and a checkout that leaked buyers. We fixed both, then measured the revenue.
Print E-Commerce runs a catalog of tens of thousands of self-publishing, printing, and book manufacturing pages, and Google could only crawl a fraction of it. Faceted navigation spun up near-infinite filter URLs that burned crawl budget while real category pages went stale, and the checkout dropped buyers between the quote step and payment. Across eight months we rebuilt the templates so search could read the catalog, lifted category indexation from 38 to 94 percent, and rebuilt the checkout flow, driving organic clicks up 72 percent and checkout completion up 31 percent.
A huge catalog Google half-crawled and a checkout that leaked.
Print E-Commerce sells self-publishing, printing, and book manufacturing across tens of thousands of product and format pages. Faceted navigation spun up near-infinite URL combinations, so Googlebot burned its crawl budget on filter permutations while real category pages went stale. Product templates shipped no structured data, and the checkout dropped buyers between the quote step and payment. Traffic was flat and conversion was worse.
The two problems compounded each other. Because search could not reliably reach the money pages, the categories that did rank were often outdated versions Google had cached months earlier, so even strong demand landed on stale results. And when a buyer did arrive ready to order, the quote-to-payment flow asked for too much, too early, with no shipping clarity or trust signals, so a costly share of qualified traffic abandoned at the exact step where revenue is decided.
Rebuild the templates search can read, then fix where money leaks
We worked the problem in the order revenue demanded. First make the catalog legible to search so the pages that convert actually get crawled, indexed, and ranked, then rebuild the checkout so the traffic we earned stops leaking at the payment step. Every change was tied back to indexation, category rankings, and checkout conversion so the work always laddered up to order revenue.
The work, month by month
The same plan, laid out on the calendar it actually ran on.
Crawl and template audit
Mapped the faceted-nav traps, duplicate parameter URLs, and missing schema starving the money pages of crawl budget.
Template and canonical rebuild
Shipped clean canonical templates, crawl-safe facet rules, and Product plus BreadcrumbList schema across the catalog.
Indexation and category lift
Recovered crawl budget, rewrote category intros and internal links, and drove indexation from 38% to 94%.
Checkout CRO
Rebuilt the quote-to-payment flow, cut steps, added trust and shipping clarity, and measured completion against revenue.
Where buyers were leaking, and where we sealed it
Buyer progression through the quote-to-payment flow, before and after the CRO rebuild.
Stage percentages are relative to buyers who reached a product page. The rebuild recovered the largest drop between the quote and payment steps.
What we fixed to make the catalog crawlable and convertible
The template, crawl, and checkout gaps that held the catalog back, and how each was closed.
Filter permutations spun up near-infinite URLs that burned crawl budget.
The catalog ranks and the checkout converts
Eight months in, search could finally read the catalog and buyers could finally finish an order. Category indexation nearly tripled its healthy share, core printing and publishing categories climbed into the top five, and the rebuilt checkout stopped leaking the buyers the SEO work had earned. Organic clicks rose 72 percent and checkout completion rose 31 percent.
More client results
All case studies →Your category is being defined right now
Find out who AI engines cite when buyers ask about your space. We check before the call.