CASE STUDY · TECHNICAL SEO
Kids’ products ecommerce (Italy), +27% clicks with fewer impressions
- +27.06% clicks
- 4.7% → 6.9% CTR (+46.81%)
- ~35% of indexed pages removed or consolidated
- Client Italian ecommerce of baby gear, toys and children’s furniture
- Audit 4,200 indexed URLs
- Market Italy
About the project
An Italian ecommerce selling baby gear, toys and children’s furniture.
Over the years the site had grown to thousands of indexed pages: old blog posts, expired campaign pages, out-of-stock product variants and tag pages.
Google spent its attention on pages that never sold anything, while the important categories were stuck around position 15.
What we did
Content pruning
We audited 4,200 indexed URLs and grouped them into four actions: keep, merge, redirect or remove. About 35% of the indexed pages were removed or consolidated.
Blog cleanup
Posts that ranked for unrelated queries (“nomi per bambini” baby-name lists, general parenting news) were removed. They had brought impressions but no buyers.
Out-of-stock policy
Permanently discontinued products now redirect to the closest product or category. Temporarily unavailable ones stay live with alternatives shown.
Fixing cannibalization
Merged duplicate pages such as “passeggini” vs “passeggino” (strollers vs stroller) and the age-based toy pages into single strong pages.
Rewriting titles for buyers
Rewrote category titles around what Italian parents compare: age, safety standard (e.g. i-Size R129 for car seats), price range.
Results
Clicks went from 73.6K to 93.5K (+27.06%), even though impressions dropped 13.98%.
- CTR rose from 4.7% to 6.9% (+46.81%).
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