success stories


Michaels Logo


unstructured site taxonomy led to poor online user experience, lower keyword rankings & decrease in sales


arts & crafts

marketing services

search engine optimization


Michaels is the largest US retailer of arts and crafts supplies. They sell everything from yarn and paint to home decor and holiday decorations. The issue was that their products could be accessed from various entry points online – from the Search results, under multiple shop categories, and even through a widget or banner. Their taxonomy also didn’t have canonicals in place, so Google did not know which pages to crawl, index, or rank in the search results. This resulted in poor UX and weakened online visibility.


We conducted keyword research for 17 main shopping categories while determining the online search intent, page hierarchy, and ideal user path for each product. We identified and assigned canonicals to over 1,300 unique URLs as well as implemented 301 redirects in order to improve the overall user experience.


Q1 2021 vs. 2020 results


more unique website visitors


more website product views


more keywords in top 3 positions

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