Oak & Loom Home
Toronto, Canada
Category Focus: Living Room Decor
11 Months
Transformed a fragmented product catalog into a dominant organic category engine, nearly doubling non brand revenue while reducing paid acquisition dependency over 11 months.
Performance Summary
Month 0 → Month 11
+0%
From $42,300/mo → $86,900/mo+0%
From 18,400/mo → 39,600/mo+0.0 pts
From 1.3% → 2.0%+0%
From 17 → 64–0%
While maintaining sales velocity.*All numbers reflect rolling 30 day averages at start and end of the 11 month window.
Financial Translation
Assumptions used:
Average Order Value (AOV):
$210Home decor category average:
$150 to $300$86,900 − $42,300 = $44,600
22% decrease on a $28,000 monthly category allocation
+$0
$44,600 × 11 = $490,600
Revenue lift.
Paid reduction.
Structural control.
Long horizon compounding.
Different economic profile than previous pages.
The Structural Problem
The category could not hold purchase intent.- Collection pages competing against each other
- Faceted duplication bloating index
- Thin category content
- Authority flowing to blog instead of money pages
- Product pages isolated from category cluster
- Rankings unstable after core updates
Traffic came in waves.
Revenue did not compound.
Core Leverage
In ecommerce, category architecture determines search dominance.
Winning transactional SEO requires:
This was not a backlink play.
It was an architecture correction.
Intervention Log
- Rebuilt category taxonomy and canonical control
- Eliminated duplicate faceted index bloat (18% reduction in indexed URLs)
- Engineered collection pages around buying modifiers (size, style, material)
- Redirected internal authority from informational blog posts into category clusters
- Upgraded structured data across product and collection levels
- Improved Core Web Vitals to stabilize ranking volatility
- Built selective authority via niche decor editorial placements
- Implemented revenue based keyword tracking instead of volume chasing
- Biweekly cluster health review to prevent cannibalization
Commercial Keyword Proof
| Keyword | Intent | Base | Peak | Month 11 | Note |
|---|---|---|---|---|---|
| modern wall art | Transactional | 52 | 0 | 0 | stabilized post update |
| round wall mirror | Transactional | 44 | 0 | 0 | high revenue term |
| neutral area rug | Transactional | 63 | 0 | 0 | authority improving |
| minimalist wall decor | Commercial | 39 | 0 | 0 | strong cluster gain |
| floating wall shelves decor | Transactional | 71 | 0 | 0 | newer cluster |
| large statement mirror | Transactional | 48 | 0 | 0 | high AOV assist |
*We deliberately show: Volatility. Non perfect peaks. Stabilized reality. That builds credibility.
Measurement & Control
Tracking stack:- GA4 ecommerce tracking tied to collection level revenue
- Search Console cluster tracking by intent group
- Cannibalization monitoring
- Revenue per landing page analysis
- Paid vs organic revenue share trend
- Core Web Vitals stability monitoring
- Biweekly review
- Monthly structural adjustments
Constraints
- Shopify limitations
- Large SKU volume (2,800+)
- Competitive SERPs dominated by national retailers
- Limited dev resource
Next 90 Days
- Expand architecture model to Bedroom category
- Increase conversion from 2.0% → 2.3% via category testing
- Push top 10 transactional terms into stable top 5
- Reduce paid category dependency further by 10%
What This Page Demonstrates
SEO can replace paid spend in ecommerce when architecture is corrected
Category structure determines revenue stability
We do not chase keywords. We engineer clusters
Organic can compound when built correctly
Search demand exists in your category.
Control and structure determine who captures it. Let’s evaluate yours.