D2C retail brand: technical SEO unlocked 4.2x indexation

The Problem

A D2C retail brand with 14,000 SKUs had only 3,200 products indexed by Google. Many product pages were caught in duplicate-content loops thanks to faceted navigation, while category pages competed against each other for the same terms. PageSpeed scores hovered in the low 30s on mobile.

What We Fixed

We deconstructed the faceted navigation, separating crawlable and non-crawlable parameters at the URL level. Canonical tags were rewritten across the product catalogue. A Product schema graph was deployed including aggregateRating, offers and brand entities. The image pipeline was migrated to a responsive WebP/AVIF service with priority hints on LCP candidates.

Result

Indexation grew from 3,200 to 13,400 indexable URLs (a 4.2x lift). Search impressions rose 218% across six months. Crawl errors dropped 94%. Average mobile PageSpeed score moved from 31 to 84, and Core Web Vitals went from "poor" on 78% of URLs to "good" on 96%.