Site Relaunch & Product‑SEO Growth Case Study
We executed a budget‑conscious site relaunch and product‑SEO program that delivered outsized results fast. Post‑launch, product‑page traffic increased 120%, overall organic reach expanded 72%, and total site visits tripled.
Bill has been fantastic.
We experienced a 120% lift in product‑page traffic and a 72% expansion in overall organic reach. Having worked with him at two companies, I value his flexibility and budget‑conscious approach. Under his guidance, our relaunch tripled site visits.
Sarah
Marketing Director
Client Snapshot
Altus Inc. needed a modern, conversion‑ready website and a product discovery engine that scales. The team prioritized a smooth cutover, fast time‑to‑value, and a cost‑disciplined plan that wouldn’t exhaust internal bandwidth. Our remit was to protect equity during relaunch and accelerate product‑led growth immediately after go‑live.
| Attribute | Details |
|---|---|
| Organization | Altus Inc. |
| Operating Model | Lean marketing team partnering with product and web stakeholders |
| Primary Channels | Organic search, product pages, resource content, and email |
| Starting Point | Legacy IA, uneven PDP depth, and technical SEO debt pre‑relaunch |
| Key Constraints | Budget guardrails, tight timeline, and minimal tolerance for ranking volatility |
| Data Stack | GA4, Google Search Console, event‑based tracking, and rank coverage reporting |
| Engagement Goal | De‑risk the relaunch and compound organic growth with product‑first SEO |
Business Objectives & KPIs
We aligned objectives to revenue‑adjacent outcomes and made measurement simple and defensible. The north‑star was product discovery and reach, achieved with disciplined execution and cost control.
- Objective 1: Complete a risk‑managed relaunch with no material loss of rankings or crawl stability.
- Objective 2: Grow product‑page discovery and engagement via enriched PDPs and cleaner internal linking.
- Objective 3: Expand overall organic reach without expanding headcount or tool sprawl.
- Objective 4: Operate within budget constraints while hitting aggressive growth targets.
Approach: Site Relaunch & Product‑SEO Growth Plan
We paired a de‑risked relaunch with a pragmatic product‑SEO roadmap. The plan prioritized the highest‑leverage fixes, then scaled repeatable patterns to keep costs predictable.
- Audit & Risk Map: Crawl diagnostics, equity mapping, and gap analysis to identify must‑fix issues before cutover.
- Information Architecture: Rebuilt navigation and taxonomy around search intent and product discovery paths.
- Redirects & Canonicals: One‑to‑one mappings, regex rules for variants, and self‑referencing canonicals to stabilize indexing.
- PDP Uplift: Enriched specs, use cases, FAQs, comparison tables, and schema to answer buyer questions in‑page.
- Performance Hardening: Core Web Vitals improvements, image/CDN strategy, and app rationalization to reduce bloat.
- Internal Linking System: Hubs from guides/blog pillars into categories and PDPs to pass equity and guide exploration.
- Governance & QA: Pre‑launch checklists, staging crawls, go/no‑go gates, and rollback paths to protect revenue.
Program Components Strategies
- Technical SEO & Architecture: Robots and sitemap governance, pagination rules, and structured data (Product, FAQ, Breadcrumb).
- Product‑Led Content: Attribute‑rich PDPs, application narratives, and comparison content to reduce decision friction.
- Editorial Engine: Briefs and templates for resource content mapped to non‑brand demand pockets.
- UX & CRO: Clear CTAs, credibility blocks, reviews, and simplified purchase/inquiry flows.
- Performance Engineering: Lazy‑loading, script deferment, and lightweight components for speed at scale.
- Analytics & Attribution: Event taxonomy, UTM standards, and dashboards aligned to product discovery KPIs.
- Budget Optimization: Prioritization matrix, phased rollouts, and “good‑enough” defaults to maximize ROI per sprint.
Outcomes & Proof
The relaunch created a clean foundation and unlocked compounding growth. Results below reflect the client’s reported lifts and our post‑launch tracking.
| Metric | Change |
|---|---|
| Product‑Page Traffic | +120% |
| Organic Reach (Sitewide) | +72% |
| Total Site Visits | 3× |
- Evidence: GA4 and Search Console corroborate lifts in discovery, PDP entries, and overall session volume.
- Sustainability: Gains reinforced by lean templates, schema governance, and an internal‑linking playbook.
Inside the Playbook (How We Operationalized It)
We ran short, accountable sprints with clear owners, making it easy to maintain velocity under budget constraints. Prior collaboration history reduced onboarding time and improved decision speed.
- Audit & Setup: Finalize IA, build redirect registry, harden theme performance, and set up tracking.
- Build & QA: Migrate priority templates, roll out schema, stage content, and run pre‑launch test suites.
- Launch & Stabilize: Execute redirects, monitor logs and rankings, and remediate anomalies quickly.
- Optimize & Scale: Enrich PDPs, expand internal links from new content, and iterate CRO based on signal.
- Core Artifacts: IA blueprint, redirect map, schema library, product content checklist, and internal‑link SOPs.
- Cadence: Weekly stand‑ups, monthly KPI reviews, and quarterly roadmap resets.
- Quality Gates: Brand/UX review, accessibility checks, and automated audits for indexation and CWV drift.
Why This Worked
- Intent‑Aligned Architecture: Navigation and templates mirrored how buyers research and compare, raising both discovery and conversion.
- Cost‑Disciplined Delivery: A prioritization model focused budget on the few moves with the biggest impact.
- Technical Rigor: Redirect precision, canonical hygiene, and performance gains preserved and amplified equity.
- Product‑First Content: Enriched PDPs answered decision‑making questions in‑page, increasing qualified traffic.
- Continuity & Enablement: Having partnered across two companies, we operated faster with less overhead and clearer handoffs.
Bottom line: a relaunch that didn’t just avoid losses—it created a durable growth engine. More product discovery, broader organic reach, and a scalable operating model that respects budget realities.