Category revenue (org.)
baseline → +168%
+168%
Toxic RD share
31% → 4%
-27 pts
Category RD (median)
2 → 10
+8
Category links
Decor
Kitchen
Outdoor
Organic sessions
M1M2M3M4M5M6M7M8M9M10
Challenge
- Over 30% of referring domains were low-fit deal blogs from 2018 campaigns.
- Category pages lacked Spanish storytelling beyond manufacturer specs.
- PR wins linked to homepage only, not campaign landing hubs.
Approach
- Replaced toxic placements with Spanish lifestyle features tying to category hubs.
- Launched Valencia regional decor trends mini-report for local press.
- Coordinated disavow prep only after editorial replacements were live.
Results
- ✓Organic category revenue grew 168% with toxic referring share under 5%.
- ✓Median eight new editorial domains per priority category page.
- ✓Rankings recovered on decor long-tail sets without manual actions.