Nova Retail — +312% organic traffic in 6 months
A rebuild of Nova's storefront and a full technical SEO programme took organic sessions from a plateau to 312% growth in half a year — without increasing ad spend.
Where they were when we started.
Nova had grown to eight figures almost entirely on paid social, and the economics were tightening. Customer acquisition cost had risen 60% in eighteen months, and organic search accounted for under 9% of revenue despite a catalogue of nearly 4,000 products.
The underlying problem was structural. Their platform generated a separate URL for every colour and size variant, which meant tens of thousands of near-duplicate pages competing with each other. Category pages loaded in over six seconds on mobile. Product descriptions were supplier-provided and identical to those on a dozen competitor sites.
- 31,000 indexed URLs for 3,800 actual products
- 6.4s mobile Largest Contentful Paint on category pages
- No schema markup anywhere on the site
- Product copy duplicated across 12+ competing retailers
What we actually did.
Fix the foundation first
We spent the first six weeks on nothing but technical work. Variant URLs were canonicalised down to a single product page, cutting the indexable set by 87%. We rebuilt the category templates in Next.js with server-side rendering and image optimisation, which brought mobile LCP under 1.8 seconds.
Rewrite what mattered
Rather than rewriting 3,800 product descriptions, we ranked the catalogue by search demand and margin, and rewrote the top 400. Those pages carried 71% of the category's total search volume. Each got original copy, a buying guide section and full product schema.
Build the layer above
We added comparison and buying-guide content sitting above the category pages, targeting the decision-stage queries their competitors were ignoring — the "X vs Y" and "best X for Z" searches that convert at three times the rate of generic category traffic.
The technical work was invisible to customers and did the heaviest lifting. Half the eventual traffic gain came from pages that already existed and simply couldn't be found.
What changed.
Six months in, organic overtook paid social as Nova's largest revenue channel. Blended customer acquisition cost fell 64%, which let the team reinvest the paid budget into their two highest-margin categories rather than defending the whole catalogue.
“Agenteeka rebuilt our site and doubled our qualified leads within three months. They feel like part of our team, not a vendor.”
Want results like these?
Book a free 30-minute consultation. We'll audit where you are and map out the fastest path to a similar outcome.
Book a Consultation →Let's build something great together.
Tell us about your project and we'll get back within one business day.