Roofnest had strong brand awareness in the rooftop tent space, but their organic search channel was losing ground. We partnered with them to reverse the decline, driving $182K in new organic revenue, repositioning the brand among the top search results, and building a long-term playbook for continued growth — all during a period of AI headwinds and stiff competition.
The Problem
When we began working with Roofnest, they faced several challenges:
- Diminishing organic channel — Despite strong brand awareness, organic traffic and revenue were trending downward.
- Competitors gaining ground — Rival brands were climbing in search rankings and capturing market share.
- Site structure not optimized for discovery — Collection pages were poorly structured, making it difficult for search engines to surface them.
- Invisible to AI search platforms — The site lacked the structured data and content patterns needed to appear in AI-powered search results.
These issues compounded over time, allowing competitors to fill the gaps Roofnest was leaving in organic search.
The Solution
1. Comprehensive SEO Audit
We conducted a thorough audit of Roofnest's technical SEO, content architecture, and competitive landscape. This revealed the specific areas where the site was losing visibility and where the highest-impact opportunities existed.
2. Targeted Collection Page Buildout
We identified missing and underperforming collection pages and built them out with keyword-optimized content, clear hierarchy, and conversion-focused layouts. These pages became key entry points for organic traffic.
3. Schema Markup Implementation
Implemented structured data across product and collection pages to enhance search visibility, enable rich results, and position Roofnest for AI search platforms like ChatGPT and Google AI Overviews.
4. Internal Linking Restructure
Redesigned the internal linking architecture to properly distribute authority across the site, connect related products and collections, and guide both users and search engines through the catalog.
5. Site Architecture Optimization
Refined the overall site structure to improve crawlability, reduce content cannibalization, and ensure that priority pages received the visibility they deserved.