Indigo. Discover Books.

Indigo, one of Canada’s most beloved retail brands, engaged us for a website audit to improve their digital demand generation.

During this audit, we identified a dozen high-impact opportunities, prioritizing an AI-focused quick win by targeting an underperforming segment with significant revenue potential.

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Our Approach

Leveraging our deep experience in ecommerce SEO from past Walmart projects (which generated hundreds of millions in GMV), we took a data-driven path:

Multi-source data analysis — Indigo’s internal web queries, Amazon, and Barnes & Noble queries from Canada and the US. We also used ChatGPT and Ahrefs APIs.

Competitor gap analysis — uncovering missed opportunities in key segments.

Data refinement — cleaning duplicates, irrelevant terms, and low-priority keywords using custom scripts and AI-driven tools like ChatGPT.

With a lean, agile approach, our Principal Engineer delivered a proof of concept in just 20 hours. The growth hack rapidly boosted organic search visibility by generating automated product listing pages for high-potential queries.

Results

With a client investment of just $2,000, this quick AI-assisted proof-of-concept project generated an estimated $3M in revenue within the first 12 months, resulting in an impressive 149,900% ROI.

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The screenshot above shows how our target segment performed in the first 12 months for non-branded queries, such as, "thank you cards". The one below compares June 2024 with June 2025. Monthly organic visits increased from 160 to 75k.

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This win was only the first of many opportunities identified in our audit, proving that even small, targeted interventions can create massive impact for enterprise ecommerce brands.

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