Scaling E-commerce Rankings with Semantic Programmatic SEO
A large e-commerce marketplace for specialized industrial parts, with over 100,000 product pages.
Challenges We Faced
Marketplaces with huge inventories face unique semantic challenges at scale:
Massive Thin & Duplicate Content
100,000+ pages with only a manufacturer’s SKU and a title, offering zero semantic value.
No “Top-of-Funnel” Traffic
The site only ranked for exact product numbers, missing all users searching for “problem” or “category” keywords.
No Conceptual Grouping
Products were not grouped semantically (e.g., “stainless steel,” “high-pressure,” “corrosion-resistant”).
Poor Internal Linking
The site architecture was flat. A user on one product page had no clear path to a related category or accessory.
Weak Category Pages
Category pages were just lists of products, failing to establish authority or guide the user.
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Our Approach – How We Solved These Challenges
Semantic Programmatic SEO
We developed a semantic model to programmatically generate unique, valuable category and sub-category pages based on product attributes (e.g., “[Product Type] for [Use Case]” or “[Material] [Product Type]”).
NLP Content Optimization at Scale
Used NLP tools to programmatically enhance 100,000 product descriptions with semantically related terms and specifications.
Structured Data & Schema Markup
Implemented robust Product, Offer, and Breadcrumb schema across the entire catalogue to give Google clear, structured information.
On-Page Semantic Optimization
Created dynamic internal linking, so each product page automatically linked to its “parent” semantic categories and related “accessory” products.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Organic Traffic | 50,000/mo | 150,000/mo | +200% |
| Conversion Rate (MQL) | 1.2% | 1.8% | +50% |
| Keywords in Top 10 | 10,000 | 35,000 | +250% |
Free E-commerce SEO Analysis
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Advice for Marketers & Brand Owners
- For large e-commerce, programmatic SEO is essential, but it must be semantic (based on user intent), not just blind permutations.
- Treat category pages as “pillar pages.” They should be rich, informative guides, not just product grids.
- Use schema to structure your data. It’s the most direct way to communicate meaning to Google at scale.
- Group products by concepts and use cases, not just by brand. This captures users at all stages of their search.
Extra Factors That Made It Work
- A powerful programmatic model that created 5,000+ new, unique, and valuable pages.
- Deep technical SEO expertise to manage the crawl budget and indexation of the new pages.
- Using Entity Research Tools to identify product attributes that users were actually searching for.
