Candle Wic

The challenge, the work, the results.

Candle Wic has a large catalogue of candle-making supplies, and large catalogues routinely bury their own best pages. Authority collects on the homepage and a few top categories while the product and subcategory pages that could realistically rank never receive enough of it to compete, so a store ends up invisible for the specific things it actually sells.

We restructured how authority flows through the site, tightening the connections between categories and products so internal links did the work they should already have been doing. No new content was required for most of the gain; the pages existed and simply could not be found, by customers or by Google.

The store now ranks across the supplies its customers search for. Internal linking is the least glamorous lever available and frequently the cheapest, precisely because it works with pages that are already written and already published.