Case Study
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Fieldfolio
How Firewire Led Strategic Category Restructuring And Achevied #1 Rankings For Fieldfolio
Fieldfolio is an Australian wholesale marketplace featuring over 200,000 products from over 250 wholesalers.
Industry: B2B E-commerce
Location: Australia
Services provided: Technical SEO, UX recommendations
OUR CHALLENGE
Fieldfolio approached Firewire Digital with a complex technical challenge that stemmed from their evolution from an app-first platform to a web-based marketplace. The 6-month project required a complete overhaul of their category structure and technical foundation to align with user search behavior and SEO best practices.
- Custom CMS created unique technical SEO challenges
- App-based category structure didn't match user search behavior
- Managing the restructuring of 30 base categories into 1,200+ optimised categories
- Re-design of category, brand and product pages within structural limitations
The Results
Growth Summary
The transformation began with a comprehensive analysis of Fieldfolio’s existing category structure. Our technical SEO team identified that the original app-based categorisation was creating significant barriers to organic search visibility. We implemented a strategic restructuring process that expanded their 30 base categories into over 1,200 new, search-optimised categories.
Working closely with their in-house UX designer, we developed optimised layouts for key page types including category pages, brand pages, product pages, and the homepage. This ensured that the new category structure was not only SEO-friendly but also provided an intuitive user experience.
The technical implementation required careful coordination with their development team to ensure the Ruby-based CMS could effectively support the new category structure. We provided detailed technical specifications for URL structure, internal linking, and metadata implementation to maximise SEO benefit.
Our comprehensive approach to category restructuring and technical optimisation delivered exceptional results. Fieldfolio achieved the #1 ranking for their primary target keyword “wholesale marketplace” and saw dramatic improvements across their entire keyword portfolio. The +326% increase in organic traffic demonstrated that the new category structure successfully aligned with user search behavior, while the +2050% increase in top 3 rankings validated our technical SEO approach.
The most dramatic indicator of success was the +5628% increase in ranking keywords, showing how the expanded category structure opened up vast new opportunities for organic visibility. This transformation from an app-focused platform to an SEO-optimised marketplace positioned Fieldfolio as a dominant player in the Australian wholesale space.
