Why this was an SEO engagement
The website was the commercial surface and the growth issue was organic demand capture across multiple local markets. The company did not need ASO and the main bottleneck was not AI-answer visibility.
The challenge
Northlane had strong paid demand but weak non-branded visibility outside its primary market. Localized pages existed, but category architecture and template governance were inconsistent.
What changed
- localized template rules were standardized across 7 markets
- commercial category pages were rebuilt around search intent
- internal linking and market routing were redesigned for crawl clarity
The result
Non-branded revenue increased by 184%, paid search dependency dropped by 28%, and the brand created a healthier balance between paid and organic acquisition.