Overview.
Apologia is a prominent provider of homeschool educational materials. We started by rebuilding its category architecture, then ran ongoing SEO across collection pages, product pages, AI search and site speed.
The objective.
The whole catalogue sat behind a single filtered “Shop” page, so the site could only rank for variations of one URL. The goal was to unlock that keyword potential, then keep growing organic traffic, revenue and visibility in AI search.
Our approach.
We replaced the filtered shop with 40 category pages, then ran ongoing SEO across collections, products, AI search and site speed.
How we did it.
We replaced the filtered shop with proper category pages. We designed a wireframe template, then built 40 unique category pages for the key grades and subjects, each with its own keyword mapping, content and metadata.
We planned the URL structure for every category and sub-category, redirected the old filter URLs, and switched the internal links and main navigation to the new pages. We handled every page, piece of content and technical element ourselves, including redirects and the sitemap.
From there, the strategy focused on three areas: collection pages built around high-intent keywords, product pages that search engines and AI platforms see as crawlable and high quality, and a site structure that AI tools can read and cite.
The roadmap added an llms.txt file, fuller schema markup and AI parity tests to check bots could see every part of a page, alongside page speed fixes, internal linking and content for quick-win terms such as “7th grade science” and “homeschool bible curriculum”.
The results.
After the category rebuild, revenue grew 52% and engagement 44% year on year, and ranking keywords rose from 4,300 to 8,249. The ongoing work then lifted organic visits 31.7% and organic traffic value 50% year on year, with page-one keywords up 60.5% and top-three keywords up 67%. New subject and grade pages for science, maths, biology and chemistry are now among the site's top traffic drivers.
- 52%
Increase in revenue after the category rebuild.
- 40
Unique category pages built for grades and subjects.
- 8,249
Ranking keywords, up from 4,300.
- 31.7%
Increase in organic visits year on year.
- 60.5%
Increase in page-one keywords.
- 67%
Increase in keywords in the top three.
Buzz Capital
