E-commerce replatform and SEO overhaul
Next.js storefront, structured data across 4,000 SKUs, and a technical SEO program that took Core Web Vitals from failing to green on every template.
Where things stood
Fjord & Pine's theme-built store was losing on both fronts: pages took four-plus seconds on mobile — where 70% of their traffic shopped — and organic rankings had slipped as faster competitors passed them. The catalog had grown to 4,000 SKUs, but category pages were thin, duplicated, and largely invisible to search.
What we did
Rebuilt the storefront headless on Next.js with static generation for catalog pages and edge caching for everything else
Rolled out product, offer, and breadcrumb structured data across all 4,000 SKUs
Ran a technical SEO program in parallel: URL mapping and redirects, thin-content consolidation, and internal linking rebuilt around buying intent
Set Core Web Vitals budgets per template and wired them into CI, so a slow release fails the build instead of the customer
What the numbers say
Mobile loads under one second; Core Web Vitals green on every template
180% organic traffic growth in six months, with rankings recovered on all money keywords
Conversion rate up 34% on mobile
Zero ranking loss through the migration — every legacy URL mapped and monitored
Built with
- Next.js
- TypeScript
- Tailwind CSS
- Vercel
- Cloudflare
- PostgreSQL
They rebuilt our storefront and our organic traffic nearly tripled. What impressed me most was the honesty — every recommendation came with a number attached.
Sofia Lindqvist
Head of Digital, Fjord & Pine Outfitters
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