Basket & Co.: From Invisible Catalog to Real Growth

Basket & Co. runs a curated e-commerce marketplace selling premium goods across several categories. Despite a strong product catalog, most pages were invisible in search. Search engines were struggling to crawl and index the store properly, so organic traffic stayed flat while paid ads carried most of the load.

The goal was simple: fix the technical foundation so the products people already wanted to buy could actually be found. Basket & Co. brought in DAM to run a full technical audit and lead the fix.

A technical audit uncovered the root causes behind the poor visibility:

• Large sections of the product catalog were excluded from Google’s index
• Duplicate URLs were created by filter and sort parameters
• Product pages had thin, templated descriptions
• Core Web Vitals scores were failing on mobile
• No structured data was present on product or category pages
• Category pages competed against each other for the same keywords

Competing stores with cleaner site structures and faster load times were consistently outranking the business, even with smaller catalogs.

DAM built a three-phase plan to fix the store’s visibility from the ground up. Each phase built on the last, moving from technical fixes to content and finally to authority.

We started by making sure search engines could crawl and understand the store correctly.

• Fixed indexing gaps across the product catalog
• Added canonical tags to resolve duplicate filter and sort URLs
• Cleaned up and resubmitted the XML sitemap
• Improved image compression and lazy loading to boost page speed
• Fixed layout shift issues affecting Core Web Vitals

With crawling and indexing fixed, we rebuilt the site’s content layer.

• Rewrote thin product descriptions with unique, keyword-relevant copy
• Restructured category pages to target distinct search intent
• Added internal links between related products and categories
• Introduced product schema markup for pricing, availability, and reviews

• Earned backlinks from lifestyle and gift-guide publications
• Secured placements in curated shopping roundups
• Built internal linking pathways from high-authority blog content to key product pages

• Product pages began appearing in search results for the first time.
• Category page traffic started climbing steadily.
• Core Web Vitals moved from “Poor” to “Good” across mobile.

• Category page traffic had doubled compared to the pre-project baseline.
• Organic sessions became a growing share of total store traffic.
• Rich results (star ratings, pricing) started appearing for key products.

“Our catalog was strong, but customers simply couldn’t find us through search. Once DAM resolved the indexing issues, we started seeing consistent organic growth for the first time.”

— Founder, Basket & Co.

Working with DAM, these results came from solving indexing and crawlability issues before investing further in content or links. For e-commerce sites, technical fixes aren’t optional groundwork — they’re the difference between products that sell and products no one ever sees.