A brilliant content strategy means nothing if Google cannot crawl the page it sits on. Three years in, the discipline has not lapsed, because at this scale clarity is not something you achieve. It is something you maintain.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
A brilliant content strategy means nothing if Google cannot crawl the page it sits on. Three years in, the discipline has not lapsed, because at this scale clarity is not something you achieve. It is something you maintain.
Danielle Schermerhorn
Founder and CEO, Atelier Commerce
BUILT WITH
A crawler arrives at a sitemap and starts walking. It follows a link to a category page, which redirects to another category page, which redirects back. Somewhere in the loop it gives up. In a fashion catalog with three hundred products, that loop costs a handful of impressions. In an aftermarket parts catalog with tens of thousands of SKUs sorted by fitment across model year and trim, that loop is the quiet reason revenue does not compound. Nothing on a homepage announces it. A search engine simply stops coming.
A crawler arrives at a sitemap and starts walking. It follows a link to a category page, which redirects to another category page, which redirects back. Somewhere in the loop it gives up. In a fashion catalog with three hundred products, that loop costs a handful of impressions. In an aftermarket parts catalog with tens of thousands of SKUs sorted by fitment across model year and trim, that loop is the quiet reason revenue does not compound. Nothing on a homepage announces it. A search engine simply stops coming.
A parts catalog written for shoppers and read by crawlers
The technical SEO problem facing a large aftermarket parts retailer is not the same problem a boutique brand solves with a keyword plan. It is making sure a search engine can crawl, render, and index a complex, filterable database of tens of thousands of pages without exhausting its patience or its crawl budget. UTV Source carried the structural debt any large catalog accumulates over years of edits, and technical SEO here is the load bearing wall the rest of the growth program leans on.
Redirect chains and loops had built up from countless catalog changes, sending crawlers in circles and bleeding authority at every hop. Duplicate title tags spanned hundreds of product and category pages. Structured data was invalid in places, and the blog was not using schema at all, which left its posts invisible in Google Discover. The sitemap was submitting incorrect and outdated pages to Google, actively pointing crawlers at the wrong targets. Pages sat more than three clicks deep, a crawl depth problem that quietly buries inventory in a catalog this size. On top of all of it, Search Console flagged Cumulative Layout Shift and slow page speed, the kind of performance friction that compounds across thousands of templated pages. This is the work that never makes a highlight reel. It is also the work without which nothing else in search functions.
A parts catalog written for shoppers and read by crawlers
The technical SEO problem facing a large aftermarket parts retailer is not the same problem a boutique brand solves with a keyword plan. It is making sure a search engine can crawl, render, and index a complex, filterable database of tens of thousands of pages without exhausting its patience or its crawl budget. UTV Source carried the structural debt any large catalog accumulates over years of edits, and technical SEO here is the load bearing wall the rest of the growth program leans on.
Redirect chains and loops had built up from countless catalog changes, sending crawlers in circles and bleeding authority at every hop. Duplicate title tags spanned hundreds of product and category pages. Structured data was invalid in places, and the blog was not using schema at all, which left its posts invisible in Google Discover. The sitemap was submitting incorrect and outdated pages to Google, actively pointing crawlers at the wrong targets. Pages sat more than three clicks deep, a crawl depth problem that quietly buries inventory in a catalog this size. On top of all of it, Search Console flagged Cumulative Layout Shift and slow page speed, the kind of performance friction that compounds across thousands of templated pages. This is the work that never makes a highlight reel. It is also the work without which nothing else in search functions.
The catalog held as living infrastructure
We treated the catalog as living infrastructure that has to be maintained rather than a one time cleanup that gets shipped and forgotten. Recurring Semrush audits run under campaign 10738940, and Screaming Frog crawls are coordinated against Google Search Console data so the picture is always current.
On crawl health, we ran at least six separate passes resolving redirect chains and loops, and performed a full product level crawl to find and fix redirects SKU by SKU. We corrected the sitemap.xml so Google receives an accurate map instead of outdated pages, resolved crawl depth issues where pages sat more than three clicks from the surface across multiple audit cycles, and ran indexing checks to confirm categories and products were never accidentally blocked. Search Console 404 errors were cleared in multiple rounds, including through an automated Google Colab pipeline built to handle remediation at catalog scale. On the signals that decide ranking and visibility, we remediated duplicate title tags across hundreds of pages over several rounds, fixed invalid structured data in multiple instances, and corrected the blog schema so its posts could finally appear in Google Discover. We implemented llms.txt for answer engine optimization, then fixed the formatting issues that followed, so AI engines read the brand correctly. We added Open Graph and Twitter Card meta tags so shared links render properly, and added alt text to homepage and recommendation imagery for both accessibility and image search. On speed, the work was structural. We audited the site's scripts and migrated off Render to cut page load, removed redundant code that was dragging performance, and addressed the Cumulative Layout Shift and speed issues Search Console had flagged. Supporting conversion at the infrastructure level, we implemented Cloudinary for BigCommerce to automate image transformation, sizing, format, and background fill, which gave the catalog consistent product imagery and faster loads at the same time. We refined the cart flyout with a full screen scroll, integrated and tuned the extended warranty script, connected Klaviyo email and SMS flows to BigCommerce, and managed the review platforms with optimized review requests.
The catalog held as living infrastructure
We treated the catalog as living infrastructure that has to be maintained rather than a one time cleanup that gets shipped and forgotten. Recurring Semrush audits run under campaign 10738940, and Screaming Frog crawls are coordinated against Google Search Console data so the picture is always current.
On crawl health, we ran at least six separate passes resolving redirect chains and loops, and performed a full product level crawl to find and fix redirects SKU by SKU. We corrected the sitemap.xml so Google receives an accurate map instead of outdated pages, resolved crawl depth issues where pages sat more than three clicks from the surface across multiple audit cycles, and ran indexing checks to confirm categories and products were never accidentally blocked. Search Console 404 errors were cleared in multiple rounds, including through an automated Google Colab pipeline built to handle remediation at catalog scale. On the signals that decide ranking and visibility, we remediated duplicate title tags across hundreds of pages over several rounds, fixed invalid structured data in multiple instances, and corrected the blog schema so its posts could finally appear in Google Discover. We implemented llms.txt for answer engine optimization, then fixed the formatting issues that followed, so AI engines read the brand correctly. We added Open Graph and Twitter Card meta tags so shared links render properly, and added alt text to homepage and recommendation imagery for both accessibility and image search. On speed, the work was structural. We audited the site's scripts and migrated off Render to cut page load, removed redundant code that was dragging performance, and addressed the Cumulative Layout Shift and speed issues Search Console had flagged. Supporting conversion at the infrastructure level, we implemented Cloudinary for BigCommerce to automate image transformation, sizing, format, and background fill, which gave the catalog consistent product imagery and faster loads at the same time. We refined the cart flyout with a full screen scroll, integrated and tuned the extended warranty script, connected Klaviyo email and SMS flows to BigCommerce, and managed the review platforms with optimized review requests.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
