A three-domain garden retail group, up 120% year on year after seven months
Three ecommerce domains competing with each other, a duplication defect across 466 products and broken ecommerce tracking. Seven months later, Search Console showed 120% year-on-year growth across the group.
- Sector
- Pumps, irrigation and garden supplies
- Scope
- Three ecommerce domains, later a fourth
- Work
- Technical fixes, content plans, tracking, editorial tooling
- Status
- Ongoing
Context
A long-standing retail group sells pumps, irrigation systems and garden supplies through three separate online stores aimed at overlapping customers. Each domain had grown on its own, so they targeted the same queries, described the same products differently and split their authority.
What we found
- A duplication defect repeated across 466 product pages, diluting the pages that should rank
- Three domains competing for the same searches instead of dividing the market between them
- Item-level ecommerce metrics in GA4 were inflated, so add-to-cart and revenue figures by product could not be trusted
- Growth guides that drew large search volume had no route to the products they discussed
What we did
- Resolved the duplication defect across all 466 products
- Split the properties by audience: one for professional and industrial buyers, one for the homestead and garden, one for hobby gardeners, with rules for which brand leads commercial links
- Built a 100-article cluster plan for each property, 400 articles across the group including the fourth domain
- Built a Search Console tracking system in Google Sheets and Apps Script that the client runs without us
- Flagged the GA4 defect before it corrupted another quarter of reporting
- Built a brief generator per brand so the client's team produces articles to the same standard from a single pasted plan row
Result
- Search Console performance across the three original domains up 120% year on year after seven months
- The client now plans, briefs and tracks content in-house using the tools delivered
- The engagement widened to a fourth domain and a request for competitor price monitoring
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