New case study: Traya — 7.4× organic sessions with D0 revenue attribution
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AAarushAI Search Visibility
Case Study · D2C

48% organic growth in 6 months for India’s leading luxury D2C brand

A revenue-first SEO program moved product and category pages from positions 30–40 into the top 5. Sessions grew from 350K to 500K, and direct attributable revenue rose 30% a month. In a single 28-day window, money pages added ~48K clicks.

RoleSEO & Organic Growth Lead
Duration6 months
ScopePDP and category SEO, hub-and-spoke content, technical SEO, internal linking, link automation
+43%Sessions (350K → 500K)
+53%Non-brand traffic (260K → 397K)
+30%/moDirect attributable revenue
~48KExtra money-page clicks in 28 days (GSC)
01 · Context

The situation.

The brand had strong demand and a popular blog, but the pages that make money were buried on pages 3–4 of Google. Starting point: ~350K organic sessions a month, ~260K non-brand, key product pages ranking in positions 30–40, and a revenue goal of +30% direct attributable revenue per month.

Traffic was concentrated in top-of-funnel blogs, while product and category pages carried little search weight. Duplicate product pages split ranking signals, index bloat wasted crawl budget, and blog authority wasn’t flowing to the pages that convert. The brief was clear: grow the bottom line, not just sessions.

02 · Approach

Three pillars.

01

Money-page velocity

Every lever pointed at one number, direct attributable revenue, so the program ranked pages that sell rather than pages that inform.

02

Authority architecture

Blogs became authority donors. Their job shifted from winning clicks to passing equity and intent to the product pages via pillar content and intent-matched internal links.

03

Technical foundation

Consolidate duplicates, cut index bloat and rebuild the sitemap so every ranking gain on money pages stuck instead of leaking.

03 · Execution

What we actually shipped.

  1. 01Mapped priority keywords to every PDP, then optimised metadata, structured data and page speed.
  2. 02Matched each page to searcher intent with detailed FAQs, user reviews and comparison charts.
  3. 03Ran a search demand gap analysis and launched new product pages for emerging trends and seasonal demand.
  4. 04Built pillar content for each main product category, with spoke articles targeting long-tail and related queries.
  5. 05Linked high-performing top- and middle-funnel blogs to PDPs with intent-matched anchor text, and set up periodic internal-linking audits.
  6. 06Automated discovery and outreach for brand mentions, and secured backlinks from industry-relevant sites and publications.
  7. 07Merged or redirected duplicate product pages to consolidate ranking signals and end cannibalization.
  8. 08Cut index bloat with robots.txt and meta directives, so only valuable pages get crawled.
  9. 09Rebuilt the sitemap hierarchy and used log-file analysis to prioritise high-value pages for indexing.
04 · Evidence

The receipts.

Search Console proof shots

Client identifiers blurred at source. Click to enlarge.

Supporting figures

Evidence

Clicks on the top 4 money pages, in thousands (GSC)

Google Search Console, top pages, last 28 days vs previous 28 days (Jan 2022). Four money pages added 48,237 clicks while the top blogs dipped 3,469. Site held ~10K clicks a day (869K clicks, 35.3M impressions, Oct–Dec 2021).

Before / After

MetricBeforeAfterDelta
Organic sessions / month350K500K+43%
Non-brand traffic / month260K397K+53%
Clicks, top 4 money pages (GSC, 28 days)2,77651,013+48,237
Product-page rankingsPositions 30–40Top 5Page 3–4 to page 1
Product-page organic trafficbaseline+45%+45%
Direct attributable revenuebaseline+30% per month+30%/mo
Index bloatbaseline−20%−20%
Manual link-building + trend effortbaseline−40%−40%
05 · Timeline

How it unfolded.

M0–M1

Foundation

Duplicate PDPs merged or redirected, index bloat cut, sitemap hierarchy rebuilt, log-file analysis.

M2–M3

Money pages

Keyword-to-PDP mapping, metadata, structured data, speed, FAQs, reviews and comparison charts.

M4–M5

Authority

Pillar + spoke content per category, intent-matched internal links from blogs to PDPs.

M6

Automate

Brand-mention discovery and outreach automated; manual effort down 40%. All-time-high revenue.

06 · Outcome

What it meant for the business.

Organic moved from a traffic line in a monthly deck to a revenue line the CFO forecasted against. The team stopped debating “more content” and started debating which revenue hypothesis to brief next. That shift — more than any single ranking — is what the program was really for.

07 · Lessons

Three principles I kept.

“Rank the pages that sell. Traffic that never reaches a product page is a vanity metric.”

“Blogs are authority donors. Their job is to pass equity and intent to the PDP, not to hoard clicks.”

“Fix the foundation before you scale. Cannibalized, bloated sites leak every gain you earn.”

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