Navigation lacked clarity. Technical signals conflicted. Instead of supporting growth, the infrastructure was working against it. This required more than incremental SEO improvements. It demanded a rebuild. We began by addressing the technical foundation. Years of accumulated duplication across vendor pages, irregular URL structures, broken internal linking pathways and inconsistent canonical signals were restricting crawl efficiency and indexation. Tracking frameworks also varied between regions, limiting reliable performance insight.

We consolidated, corrected and standardised. Duplicate content was resolved, URL logic was restructured, internal linking was rebuilt and indexation signals were clarified. The result was a 40-point increase in overall site health and a technically stable platform capable of sustaining growth. Once crawl barriers were removed, the surge in traffic began landing on pages built to convert attention into engagement.

With stability restored, we redesigned the global architecture. Rather than maintaining isolated vendor microsites competing for visibility, we engineered a unified structure that consolidated authority into one coherent ecosystem. Vendor content was integrated into a single global hierarchy, aligned around user intent and search behaviour. Navigation became intuitive. Content depth became purposeful. Authority began compounding rather than fragmenting.