Industry · Ecommerce
A catalogue is reachable by the words it was structured for, and no others.
The recurring failure in ecommerce is not thin product copy. It is a structure built for how the business thinks, searched by people who think in categories.
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The recurring pattern
5 failures · sector-specificCollections that are campaignsSeasonal edits get URLs and permanence; the terms people type get neither.Common
Variant explosionEvery size and colour published as its own competing URL, splitting the signals of one product.Common
Feed and site disagreementFour systems hold a version of each product — site, feed, schema, index — and they do not match.Common
Facets in the crawl pathFilter combinations generate URLs without limit, and the crawl budget goes to pages nobody searches.Common
Discontinued means deletedProducts 404 on their way out, discarding every link and ranking they earned.Common
These are patterns, not a diagnosis. Which of them applies to a specific site, and in what order they are worth fixing, is what a reading against the 100-point scale establishes.
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Where the work sits
Two of five03
Build visibility
Seven questionsAtlas reads the site before the first conversation.