The challenge
The work sat in a difficult search space: the category was not expressed consistently enough for a simple keyword-to-page exercise. The strategic task was to understand how potential buyers described the problem, what adjacent language revealed and how the offer could become easier to discover without flattening what made it distinct.
The approach
I combined business context, market language, search evidence and relevance analysis to create a more coherent route through the category. The work focused on the relationship between intent, terminology, information architecture and the decisions the website needed to help visitors make.
What the project demonstrates
Search strategy is most useful when it helps a business make sense of uncertainty. In a hard-to-name category, the evidence needs interpretation: a list of keywords cannot replace a clear view of purpose, intent, relevance and the language a buyer can realistically recognize.