Site Taxonomy Rebuild and Product Data Restructure Result in 56% Organic Revenue Increase
How a multi-product manufacturer’s full catalog became discoverable to search engines and buyers, and what happened when it did.
THE CLIENT – PUGET SYSTEMS
Puget Systems specializes in building custom high-performance computer systems tailored to the specific needs of professionals in content creation, engineering, and scientific computing.
Our Results
56%
Increase in organic revenue from visitors landing on product and collection pages
114%
Increase in revenue per session year-over-year
63%
Increase in qualified leads
Challenge
Make a full product catalog discoverable when the site’s architecture, and years of search history, told a single-product story.
Search engines learn what a company is from the structure of its website. URL paths, navigation, and internal links form a map, and crawlers use that map to decide which products a site should surface, and for which buyers. When the map is accurate, the full catalog competes in search. When it isn’t, entire product lines can sit unseen.
Our client built its reputation on a single category: high-performance workstations for creative and technical professionals. As the business matured, the catalog grew well beyond that origin to include servers, storage, and rack-mounted systems. The site’s architecture never caught up. Every product still lived under a /workstations/ URL path, and years of that structure had trained both buyers and search engines to associate the brand with one type of product. The newer categories existed on the site, but structurally, they were invisible.
The timing raised the stakes. Organic search behavior was shifting across the industry, with AI-driven search experiences sending fewer visitors to websites overall. When fewer people arrive, each visit has to count. A company selling considered, high-value systems could not afford to have entire categories hidden from the buyers searching for exactly those products.
Approach
Rebuild the site’s taxonomy around the full catalog, then align the product data so search engines could read every item correctly.
Rebuilding the Taxonomy Around the Business the Client Had Become
The first phase migrated the site from its workstation-centric URL structure to a unified /products/ architecture, with nested categories for each product type: workstations, servers, storage, and rack systems. The new structure gave every category a clear home and gave search engines an accurate map of the catalog.
The taxonomy migration demanded precision. The existing URLs were shaped by three systems working together: native WordPress settings, multiple plugins, and custom code. No single source controlled the URL structure, so every change had to be mapped deliberately to move each page to its correct new address without breaking links, losing pages, or forfeiting the search equity the site had built over years.
Making the Product Data Tell the Same Story
A site’s architecture is only half of what search engines read. The other half is product data. Our analysis found that the client’s Google Merchant Center feed was not accurately attributing products within the catalog, which meant Google could not reliably match listings to the products actually on the site.
We rebuilt the product feed and aligned structured data across the site so both sources described every product the same way. Structured data gives search crawlers the complete set of details they need to list an item accurately, and Google cross-references the feed against live product pages before surfacing a listing. With the feed and the on-page data in agreement, the full catalog became eligible to appear wherever buyers were searching.
Outcomes
Qualified leads grew 63% within days of launch, and the gains compounded from there: revenue per session more than doubled year-over-year.
The response was immediate. The 63% increase in qualified leads landed within days of the new product feed going live, the clearest possible signal that buyers had been searching for these products all along and simply could not find them.
The gains concentrated exactly where the work was focused:
- 56% increase in organic revenue from visitors landing on product and collection pages: the pages restructured in the migration became the site’s strongest entrance points, converting discovery directly into revenue.
- 114% increase in revenue per session year over year: with the full catalog visible, the site attracted buyers rather than browsers. Fewer visits produced more revenue because the right people were arriving.
- 63% increase in qualified leads: the direct result of every product line becoming discoverable, indexable, and accurately represented in search.
Just as important is what the new architecture makes possible. The client can keep expanding its catalog without hitting the same visibility ceiling again. The site’s structure now matches the company the client has become, and it is built for the one it is growing into.
next steps
Is your site’s structure hiding part of your catalog?
Our team will walk you through what a taxonomy and product data assessment looks like for your site: where buyers lose the trail, which categories search engines can’t see, and what it would take to fix. No sales pressure, just a clear read on whether this is the constraint holding back your growth.
“What’s made working with Wheelhouse effective is they took the time to actually understand our business. They saw our product catalog had outgrown our site’s structure, and they built a plan around fixing it. That’s not a marginal improvement, that’s product lines that were essentially invisible to buyers suddenly being found.”
– Eric Brown, Puget Systems
