Context
DIYBlinds is a well-established Australian eCommerce brand in the window furnishings space. While the brand had strong demand and visibility historically, organic performance began to decline as Google’s eCommerce search results evolved.
A key limitation was structural: the website did not have true Product Detail Pages (PDPs) designed for modern eCommerce search behaviour. Without PDPs, the site struggled to capture long-tail commercial intent and scale visibility across product variations.
The Challenge
- Declining organic visibility across key categories
- No scalable PDP framework to support eCommerce search growth
- Increasing reliance on legacy category-level structures
- High risk in launching large-scale structural changes without proof
Our Strategy: Soft Launch Before Full Rollout
Phase 1: Initial PDP Introduction
Designed and launched a small number of PDPs for selected products, built around how modern eCommerce search works. Closely monitored organic ranking performance and Google Shopping visibility.
Phase 2: Full Range Expansion
With proof of success, the PDP framework was rolled out across the entire product range. Website structure was re-architected to support scale and future expansion with clean internal linking.
The Results
After more than 12 months of staged redesign and restructuring, DIYBlinds achieved a result many brands fail to deliver during a major site evolution.
Before Launch
523
keywords in top 3
After Launch
1,162
keywords in top 3
More than 2x high-intent keyword visibility
Crucially, rankings didn’t dip after launch. They accelerated.
DIYBlinds
Australian eCommerce • Window Furnishings
