Document

// Overview

UrbanLeaf is a fast-growing home-decor D2C brand shipping across 12 Indian cities. Their organic channel was flat at ~4,200 monthly sessions despite a 900-SKU catalog and steady paid growth. We rebuilt the SEO foundation from the technical layer up and turned organic into their #1 revenue channel in nine months.

// The challenge

A tangled site architecture (four competing category trees), thin PLPs with zero unique copy, near-zero authority backlinks, and 3,400+ crawl errors meant Google was quietly ignoring them for every high-intent buyer keyword like “buy wooden planter Bangalore” or “minimalist floor lamp online”.

// Our approach

A three-phase engagement: (1) fix the foundation — crawl, index, silo; (2) build the content engine — 60+ intent-mapped category and buying-guide pages; (3) authority and local — digital PR outreach plus a Google Business Profile rebuild across 12 city hubs.

// CHANNELS

Technical SEO

Local SEO

Content Strategy

Digital PR

GBP

The process

Technical audit

Full crawl with Screaming Frog + Sitebulb, log-file analysis, and Core Web Vitals baseline. Identified 3,400 crawl errors, duplicate faceted URLs and a broken hreflang setup.

Silo restructure

Collapsed four category trees into one intent-first taxonomy. Redirect map for 1,120 legacy URLs, zero traffic lost in the swap.

Content engine

Keyword-to-URL map for 340 target queries. 60+ pages shipped across category, sub-category, and buying-guide formats — all editor-reviewed, no AI slop.

Digital PR + Local

14 backlinks from home-decor and lifestyle publications. GBP rebuilt for 12 city hubs with review-velocity automation.

Where we started

UrbanLeaf's organic sessions had plateaued for 14 months. Rankings sat between page 3 and page 5 for the queries that actually convert. Meanwhile paid CAC had crept up 38% year-on-year, so the founders needed a channel with compounding economics.

Why the old SEO wasn't working

The team had been publishing blog content weekly, but none of it targeted commercial intent. Category pages — where the money is made — had 60 words of copy and no internal linking discipline. Google had no reason to trust them for buyer queries.

The compounding effect

By month five, category pages began ranking on page 2. By month seven, three flagship categories hit top 3 and organic revenue overtook paid social. The last two months were pure scale — 42 top-3 keywords and a 3.6× lift in organic revenue.

What we'd do again

Start with technical + IA before touching content. On D2C sites with big catalogs, architecture is the highest-leverage lever — everything else compounds on top of it.

What we delivered

✓

Technical SEO audit + implementation

✓

60+ optimized category & guide pages

✓

Monthly reporting dashboard (Looker Studio)

✓

New site architecture & 1,120-URL redirect map

✓

GBP setup across 12 city hubs

UrbanLeaf.