Buying guides that sell the category.

The challenge

Category pages were not ranking and the brand relied heavily on paid search. The blog published trip stories that rarely linked to products.

What we did

We mapped clusters around buying decisions such as choosing a tent or layering for cold weather. Buying guides written by guides and gear testers fed category pages through a rebuilt internal linking structure.

• Hive Map of 8 product clusters
• 42 buying guides from field-tested writers
• Category page copy for 30 collections
• Internal linking overhaul across 600 URLs
• Schema for products, reviews and FAQs

Timeline

1. Month 1Audit of 1,200 URLs and category mapping
2. Month 2Internal linking overhaul shipped
3. Month 5Buying guides rank for core category terms
4. Month 12Organic revenue up; paid budget cut by a third

Results reflect a specific program and are not a guarantee of future performance. Figures in this template are illustrative.