2012 - 2013
Turned a non-existent SEO footprint into thousands of high-value pages, driving an immediate surge in organic traffic and establishing a sustainable content engine.
Challenge
The Clymb’s site architecture effectively blocked search engines from indexing product catalog pages, limiting SEO visibility to a single homepage and an underperforming blog featuring mostly internal culture content. As a result, organic search contributed virtually no meaningful traffic or revenue.
Approach
My strategy combined technical SEO fixes to unlock the product catalog with editorial transformation to make the blog a magnet for the target audience.
- Catalog Indexing: Expose product pages to search engines while hiding real-time inventory and pricing, balancing discoverability with competitive security.
- Content Revamp: Transform the company blog into a visually stunning outdoor adventure magazine, featuring National Geographic–level photography and articles from renowned contributors.
- SEO Education: Create internal process docs for producing technically sound, keyword-optimized content to maintain SEO health over time.
Execution
- Coordinated with engineering to produce product pages and a sitemap that exposed product images, names, and descriptions while hiding pricing per partner requirements, then requested re-crawls from Google and Bing to trigger immediate indexing.
- Partnered with an in-house copywriter to leverage their personal network of adventure photographers and writers, championing and securing resources for the idea.
- Designed blog UX for immersive storytelling with large-format imagery, parallax scrolling, and category navigation aligned to customer interests.
- Developed editorial guidelines and a repeatable workflow for SEO-friendly content creation across all websites exposed outside the login wall.
Results
- Indexed thousands of previously hidden product pages in a single release, expanding the site’s search footprint virtually overnight.
- Achieved an immediate and dramatic spike in organic traffic as Google and Bing re-crawled the site.
- Established an outdoor adventure content hub that attracted, engaged, and retained target audiences.