Part 01 · Display assembly
Product schema
Product, Offer and itemCondition (RefurbishedCondition) markup generated from the catalogue, with grade, warranty and battery health as additionalProperty.
→ 3,000 / 3,000 SKUs valid
Service manual · SDK-3000Rev. 9 · EuropeTechnology & SaaS
Sondrak · B2B refurbished laptop store · Kraków
How a refurbished laptop reseller turned 3,000 SKUs into a search-ready catalogue
+174%organic revenue
in 9 months · Kraków, Poland
in 9 months · Kraków, Poland
- Client
- Sondrak
- Plan
- Commerce SEO
- SKUs
- 3,000
- Duration
- 9 months
Part 02 · measured effect
81,000 → 6,400 indexable URLs
Filters still work for buyers, but only demand-backed combinations reach the index.
§1
Fault report
3,000 laptops. 81,000 pages. Most of them noise.
Duplicate product variants and uncontrolled filter URLs created 80,000 thin pages, while Shopping feeds were disapproved for missing condition data.
Sondrak buys ex-lease business laptops in bulk, grades them A to C and resells them to companies and schools from a warehouse in Kraków. Every grade, RAM upgrade and keyboard layout became its own URL, and seven filters could be stacked in any order. Google was crawling a maze of near-duplicates while the pages that actually sell — a ThinkPad T14 in Grade A, a fleet of Latitudes for an office — were found late or not at all.
In Shopping, the problem was the opposite: too little data. Without a declared condition, refurbished stock was read as new and disapproved, so more than a third of the catalogue never appeared in free listings.
URL inflation at teardown
Products3,000
Variant URLs9,400
Crawlable URLs81,000
27 URLs for every product a buyer could actually order.
§2
Inspection findings
Eight faults found on the bench, each traced to a component.
- F-01
Crawl · Critical
Seven filter parameters combine freely: 81,000 crawlable URLs for 3,000 products.
- F-02
Content · Critical
Grade A/B/C of the same model live on separate URLs with near-identical copy.
- F-03
Feed · Critical
39% of Shopping items disapproved: missing condition, so refurbished stock read as new.
- F-04
Schema · High
Product markup lacks Offer and itemCondition; no price or stock in results.
- F-05
Feed · High
Titles are SKU codes (“LT-T14-G2-16-512-B”) rather than brand, model and spec.
- F-06
Crawl · High
Googlebot spends 72% of requests on parameter URLs; new stock waits 11 days to be found.
- F-07
Local · Medium
Kraków pickup and B2B invoicing are buried; no Polish-language category for “laptopy poleasingowe”.
- F-08
Content · Medium
Sold-out units return 404 instead of pointing to the live equivalent model.
§3
Assembly procedure
Four components, fitted in order, each with a measured effect.
The work follows our Commerce SEO plan: product feeds, faceted navigation, product schema, merchant center. Like a laptop, the order matters — the feed is the logic board everything else draws from, so it is seated before schema and Shopping go on top.
01
Part 02 · Keyboard deck
Faceted navigation
A whitelist of 140 facet pages (brand × CPU, grade, RAM tier). Every other combination is canonicalised and kept out of crawl paths.
→ 81,000 → 6,400 indexable URLs
Part 03 · Logic board
Product feeds
Variant parent/child modelling, a mandatory condition attribute, GTIN or MPN on every row, and grade-specific titles generated from structured specs.
→ Feed approval 61% → 99%
Part 04 · Power cell
Merchant Center
Diagnostics cleared, refurbished condition declared, shipping and return policies configured, and a supplemental feed for B2B volume pricing.
→ +330% free listing clicks
§4
Build sequence
9 months, one step per month.
Month 1
Teardown
Crawl, log-file and feed diagnostics. Every URL type catalogued and counted.
Month 2
Variant model
Grades folded into parent products; child variants carry price and condition.
Month 3
Facet whitelist
140 demand-backed filter pages defined; the rest canonicalised and de-linked.
Month 4
Feed rebuild
Condition, GTIN/MPN and spec-built titles. Supplemental B2B pricing feed.
Month 5
Schema rollout
Product + Offer + RefurbishedCondition on all 3,000 SKUs, validated nightly.
Month 6
Merchant Center
Policies configured, diagnostics cleared, free listings enabled across Poland.
Month 7
Category copy
Polish and English buying guides for the 40 facet pages with the most demand.
Month 8
Lifecycle rules
Sold-out units redirect to the nearest live model; new stock pinged on arrival.
Month 9
Bench test
Index, feed and revenue audited against baseline. Maintenance runbook handed over.
§5
Bench test
Measured at month nine against the teardown baseline.
T-01 · Organic revenue
+174%
T-02 · Indexable URLs
81,000 → 6,400
M081.0k
M178.4k
M251.2k
M323.8k
M411.3k
M57.9k
M66.9k
M76.5k
M86.4k
M96.4k
T-03 · Feed approval rate
61% → 99%
T-04 · Free Shopping listing clicks
+330%
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Ranking table, Google.pl
| Query | Monthly vol. | Month 0 | Month 9 | Landing |
|---|---|---|---|---|
| laptopy poleasingowe | 14,800 | #41 | #3 | Category |
| laptopy poleasingowe dla firm | 2,400 | not ranked | #2 | B2B hub |
| refurbished thinkpad t14 | 1,900 | #27 | #1 | Product |
| dell latitude 5420 refurbished | 1,300 | #19 | #2 | Product |
| laptop poleasingowy kraków | 880 | #38 | #1 | Local landing |
| laptopy poleasingowe hurtowo | 720 | not ranked | #4 | B2B hub |
| thinkpad i7 16gb grade a | 590 | #52 | #5 | Facet |
| macbook pro m1 refurbished faktura vat | 480 | #64 | #7 | Facet |
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
§6 · Reassembly
Get a plan like this
Every part seated, nothing left in the tray. If your catalogue has more URLs than products, we will take it apart and put it back together — in the same order.