The challenge
Terrafirm sold well through paid social, but customer acquisition cost had climbed for six straight quarters. Their 2,400 product pages carried manufacturer-supplied copy duplicated across a dozen retailers, and their category pages ranked below the marketplaces that resold them. Two marketers were producing four blog posts a month, and none of it was ranking.
What we did
- 01
Audit first, publish second
The content audit returned a verdict on all 2,400 URLs. Just over a third were flagged for removal or merge — near-duplicate product variants generating no traffic and diluting the category signal. Fixing index bloat came before writing a single new word.
- 02
Category pages rebuilt as buying guides
The eighteen highest-value category pages were rewritten to carry genuine buying-guide depth above the product grid: how to choose, what the specifications actually mean, and honest comparison against the alternatives. Conversion rate did not drop; it rose four per cent.
- 03
Product copy regenerated at catalogue scale
The Content Engine generated specification-grounded, unique descriptions for every remaining SKU, with Product and Offer schema applied through the template. Duplicate-content overlap fell from 71% to under 4%.
- 04
Buying-guide content aimed at AI answers
Sixty 'best X for Y' articles were structured answer-first with explicit comparison tables — the format models quote most readily when a shopper asks for a recommendation.
The outcome
Non-brand organic sessions grew from roughly 11,000 to just over 64,000 within ninety days of the category rebuild going live. Aeologic's visibility tracking recorded Terrafirm appearing in 44% of tracked product-recommendation prompts by month four, up from 3% at baseline. Paid spend was reduced by 22% without a fall in total revenue.
“We went from four blog posts a month to forty-two, and the category pages finally started outranking the marketplaces reselling us. The AI visibility work was the part I didn't expect to matter — it's now a third of our discovery.”