Organise the catalogue
Identify research and product-source websites, define category relationships, and review listing quality so the catalogue supports relevant search journeys.
OLRAA / SEO & INTEGRATED GROWTH
From catalogue
complexity to
search discovery.
Ecommerce SEO case study. Connecting technical SEO, catalogue structure and buying intent to help a global Indian-products marketplace earn search visibility.
MY ROLE
I defined country and keyword priorities, worked on indexing and on-page fixes, and connected content with seasonal campaigns.
THE CATALOGUE, CONNECTED↗
OLRAA®
Indian products.
A world of possibilities.
~20kproducts
794categories
~98country markets
Food
Ayurveda
Homeopathy
Unani
Supplements
Pet Zone
Catalogue→Country pages→Discovery
~1.2MSearch impressions
~20kOrganic search clicks
120kPages indexed
~8Average search position
Reported outcomes.
Approximate, recalled figures.
01THE BUSINESS & THE CHALLENGE
A global store needs
a discoverable foundation.
Olraa brings Indian food, groceries, wellness and pet products to shoppers abroad. The SEO challenge was to turn catalogue scale into useful, crawlable journeys.
With different products available in different countries, scale meant more than uploading listings. Categories needed a clear hierarchy, content needed a purpose, and search engines needed reliable paths through the site.
I worked across catalogue research, category structure, indexing and on-page optimisation to connect the products Olraa sold with the searches its customers were making. The focus was to make relevant pages discoverable and give visitors a clearer path from research to shopping.
About the business- BUSINESS MODEL
- International ecommerce
- CATALOGUE
- Six main product verticals
- REPORTED WEBSITE SCALE
- ~900,000 country-specific URLs
- INITIAL MARKET PRIORITY
- US → Denmark, Ireland,
Netherlands & Spain
THE GROWTH CHALLENGE
Turn a complex international catalogue into relevant search entry points and clearer shopping journeys.
Discoverable pagesIntent-led contentRelevant offers
02THE STRATEGY
Structure first.
Discovery follows.
Catalogue organisation and search visibility developed together. Indexing began while the product-data foundation was still taking shape.
Create paths for discovery
Work across XML sitemaps, internal linking, crawl-issue fixes and SEO tags to help search engines discover and understand relevant pages.
Prioritise international demand
Research keywords across approximately 25–40 websites and sequence commercial focus by country. Hreflang supported country targeting; IP location supported the shopping experience.
Connect content with intent
Build awareness, comparison, seasonal buying and reassurance content around what customers needed at each stage.
SEARCH ARCHITECTURE
OLRAAShared catalogue & brand
USFirst priority
EU marketsNext focus
Other marketsCountry catalogue
CategoriesProductsEditorial
XML sitemapsInternal linksSEO tagsHreflang
Clearer discovery paths
What governs discovery at international scale.
CRAWLING → INDEXING → REGIONAL RELEVANCESitemaps and links help discovery; they do not guarantee indexing. The framework below explains the wider technical checks relevant to a catalogue of this size. It is not a claim that every check was implemented during this engagement.
Crawl efficiency
Control filter, sort and parameter URL expansion; keep useful pages reachable through crawlable links and avoid redirect chains.
Index eligibility
Check HTTP status, robots access, noindex directives and rendered content. A robots.txt block prevents crawling; it is not an indexing-removal instruction.
Canonical consistency
Align canonical hints, redirects, internal links and sitemap URLs so duplicate product and regional variants send consistent signals.
International targeting
Use stable regional URLs and reciprocal hreflang annotations, including self-references and x-default where appropriate. Keep country pages accessible without forced location redirects.
Sitemaps and inventory
Segment sitemaps by market or page type, include preferred indexable URLs and accurate lastmod values, and handle removed products with appropriate status codes.
Rendering and diagnostics
Check that key content and links are available to crawlers. Use server responses, crawl logs and Search Console indexing reports to investigate discovery and exclusion patterns.
Technical reference: Google crawl-budget guidance ↗ · Regional and language annotations ↗
03THE CONTENT SYSTEM
A purpose for every topic.
A next step for every reader.
Keyword research informed the topic. Search intent informed the format. The funnel connected broad discovery with more specific buying decisions.
CONTENT MATCHED TO CUSTOMER INTENT
The right answer at each step.
Formats are selected for the question a shopper needs answered—not simply to fill a publishing calendar.
TOF
Awareness
Can I find Indian products abroad?
CONTENT FORMATS
- Educational articles
- Visual explainers
- Social discovery posts
OLRAA context Indian-product demand and grocery discovery themes.
Explore a relevant topic or category.
MOF
Consideration
Which products fit this occasion?
CONTENT FORMATS
- Buying guides
- Product comparisons
- Festival shortlists
OLRAA context Makar Sankranti sweets and seasonal product selections.
Compare options and visit product pages.
BOF
Decision
What do I need to feel ready to order?
CONTENT FORMATS
- Product details
- Shipping FAQs
- Offer-led landing pages
OLRAA context The Black Friday guide connects offers, country information and shopping questions.
Resolve uncertainty and continue towards checkout.
Beyond the first purchase
Delivery updates, helpful usage content and review requests can support repeat engagement. This is an extension of the framework, not a measured outcome or a claim of implementation at OLRAA.
Original case-study diagram informed by the supplied funnel reference and Purpleplanet’s content-marketing framework ↗.
The strategy, in published work.
SELECTED EDITORIAL EXAMPLES01 / DISCOVER
The Rising Global Demand for Indian Products
Awareness · educational article
Broad discovery themes connect overseas shoppers with Indian groceries, spices and wellness categories.
Full article reviewed02 / CONSIDER
10 Must Buy Makar Sankranti Sweets on OLRAA
Consideration · festival buying list
A festival-specific shortlist translates a seasonal occasion into products a shopper can consider.
Title and description reviewed in blog listing03 / SHOP
Ultimate Guide to Black Friday
Consideration → purchase · sale guide
A published guide combines category offers, country sections, shopping prompts and purchase-related FAQs.
Full article reviewedFROM SEARCH INTENT TO CAMPAIGN
Seasonal demand.
A relevant route to shop.
I connected seasonal search themes with buying guides, relevant product categories and a clear promotional offer. Website content, search, email and social distribution supported the same shopping occasion, giving customers a route from interest to products.
Website & SEOInstagramFacebookWhatsAppEmailLinkedInOff-page & backlinks
Offer context: a historical promotion used 10% off qualifying carts of US$35 or more; the offer supported the campaign message.
04THE DEPTH OF EXECUTION
From technical discovery.
To useful shopping journeys.
The work went beyond choosing keywords: catalogue structure, country targeting, page quality and content intent had to support the same growth goals.
Make the catalogue understandable
I researched product sources and category relationships, then worked on listing quality, uploads and removals. The goal was a catalogue customers could navigate and search engines could interpret.
Work on the routes into search
My scope included indexing, XML sitemaps, internal links, crawl issues and on-page SEO tags. These were the foundations for discovery across a large set of country-specific URLs.
Translate research into buying journeys
Research across approximately 25–40 websites informed keyword and market priorities. Educational articles, comparisons and seasonal guides served different questions along the route to a purchase.
Connect organic discovery with marketing
I linked content themes with seasonal campaigns and product offers across website, search and distribution channels. The aim was to make each touchpoint relevant to the same customer need.
CONTENT QUALITY
AI-assisted. Personally reviewed.
I defined product-description rules and created ChatGPT prompts and rule-based drafting agents to support consistent listings. I personally reviewed descriptions, including medicine and wellness content, before publication; training supported those quality standards.
An internally built CSV-feed tool supported Google Merchant Center uploads. Tool development was handled outside my stated scope.
THE WORKING TOOLKIT
- SEO research & checks
- Ubersuggest · Ahrefs · Semrush · Screaming Frog
- Writing & editing
- WordAI · InstaText · Grammarly
- Product descriptions
- ChatGPT prompts & agents · Human review
- Catalogue distribution
- Internal CSV feed → Google Merchant Center
05THE REPORTED OUTCOMES
Search visibility.
At catalogue scale.
From a reported organic starting point of zero, the engagement built search visibility and generated clicks into the catalogue. These are acquisition signals; the available evidence does not quantify SEO-attributed sales.
SEARCH VISIBILITY~1.2 millionimpressions
ORGANIC SEARCH CLICKS~20,000search clicks
SEARCH POSITION~8reported average position
WHAT THE RESULTS SUPPORT
A stronger foundation for growth.
The work connected catalogue structure, technical discovery and intent-led content. The reported impressions and clicks indicate an organic search presence; they do not establish how much revenue the SEO work generated.
WHAT I TOOK FROM PAID MEDIA
Visibility needs attribution.
Around ₹40,000 went into the Black Friday campaign across Meta and Google Search, with no tracked ad conversions. Ads may have supported awareness, but later purchases cannot be attributed to that exposure from the available evidence.
SOURCE NOTES
Evidence behind the story.
The strategy, responsibilities and historical results come from Maruti’s account. Published content provides examples of the approach; it does not establish individual article performance.
01Olraa storefront02Published blog listing03Awareness article · full text reviewed04Black Friday guide
The Makar Sankranti example was assessed from its listing title and description. The XML sitemap was not retrievable during this review; historical index counts remain self-reported.
LET’S BUILD YOUR NEXT CHAPTERGood growth starts