Set In One
Set In One came in with a website that was technically solid but organically invisible — buried past page two for its most valuable ecommerce search terms. The brief was simple: turn the site into a durable organic acquisition channel without touching the brand experience customers already trusted.
The Challenge
Crawl budget was being wasted on thin, duplicate, and orphaned pages. Core Web Vitals were failing on mobile, indexation was inconsistent, and the existing content targeted broad terms with no commercial intent — traffic without revenue.
Research & SEO Audit
A full technical crawl (Screaming Frog + Search Console + log file analysis) mapped every indexation, canonicalization and rendering issue. Keyword and competitor research in Ahrefs and SEMrush uncovered a cluster of high-intent, under-served terms competitors had ignored.
Strategy
- Rebuilt the information architecture around intent-based topic clusters
- Prioritised commercial and transactional keywords over vanity traffic
- Set a Core Web Vitals remediation plan ahead of content work
- Established a repeatable internal linking and content refresh cadence
Implementation
- Rewrote title tags, meta descriptions and header hierarchy sitewide
- Consolidated duplicate and thin pages with 301 redirects and canonicals
- Deployed structured data across products, articles and breadcrumbs
- Migrated critical rendering path assets and optimised image delivery
Technical Fixes
- Fixed render-blocking resources and deferred non-critical JavaScript
- Implemented lazy loading and modern image formats (WebP/AVIF)
- Resolved crawl traps, redirect chains and duplicate parameter URLs
- Added XML sitemap segmentation and cleaned up robots.txt directives
Organic traffic growth, month over month
Organic Traffic
Page 1 Keywords
Avg. LCP
Domain CTR
