Customer story
Daily orders from 2 to 12 for a D2C pet nutrition brand, before any paid spend.
A Pan-India D2C pet nutrition brand carries 800+ SKUs across a catalogue built for shoppers, not search engines. Webzenia rebuilt the crawl architecture, structured schema, and a buying-intent content programme so the catalogue could earn organic demand instead of paying for every order.
The challenge
A Pan-India D2C pet nutrition brand carried 800+ SKUs across a catalogue Google could barely crawl. Product pages were duplicated by colour and pack-size variant, and Search Console reported only a fraction of them as indexed. Organic traffic had sat flat at roughly 500 visits a month for 18 months.
Demand existed, but none of it was earned. Daily orders ran at 2, and every one came through channels the brand paid to reach. With no commercial-intent pages ranking, the depth of the catalogue worked against it.
The approach
Webzenia started with the crawl. A Screaming Frog audit and Search Console coverage report exposed the variant duplication and a thin internal-linking layer that left deep SKUs orphaned. The team set canonical rules, fixed the faceted-navigation crawl traps, and rebuilt the category-to-product link graph so all 800+ SKUs sat within reach of the homepage.
Structured schema came next. Product, Offer, and Review markup went onto every page so the catalogue could compete on commercial-intent results rather than brand search alone.
The content programme ran in parallel. Webzenia mapped buying-intent queries in Ahrefs and Semrush, then built feeding-guide and ingredient pages that linked down to the relevant SKUs. GA4 and Looker Studio tracked indexation and revenue side by side, so the team could see crawl gains turning into orders.
The results
Organic visits moved from 500 to 18,000 a month in 90 days, and kept climbing to 31,000 as the content programme matured. The catalogue went from barely crawlable to earning the demand the brand had only ever bought.
Daily orders rose from 2 to 12, every one of them earned ahead of paid spend. With all 800+ SKUs indexed and ranking on commercial queries, the depth of the catalogue started working in its favour instead of against it.
Organic enquiries settled at 67 a month, and the first measurable result landed inside 5 months. The gains held because the fix was structural. Canonical rules and a rebuilt link graph keep the catalogue eligible to rank rather than dependent on a one-time push.
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