The Cotswold Company: Scaling Search Visibility Through AI-Powered Catalogue Enrichment

The Challenge

The Cotswold Company has an extensive furniture catalogue, but its existing product data did not fully capture the attributes customers use when searching for products online.

This limited the company's ability to surface relevant products for valuable, high-intent searches. Although suitable products already existed within the catalogue, they could not always be grouped into useful product listing pages targeting specific customer requirements.

Unlocking this opportunity at scale required us to:

• Understand the attributes of more than 10,000 SKUs
• Identify valuable, high-intent search opportunities
• Enrich the existing product catalogue with new attribute data
• Match relevant products to a much wider range of useful product listing pages
• Create a scalable SEO framework without compromising relevance or customer experience

The Work

We began working with The Cotswold Company in November 2024. Our objective was to unlock the full search potential of its existing product catalogue through our proprietary process of AI-powered data enrichment and scalable SEO.

We extracted the complete product catalogue and identified a new taxonomy of valuable product attributes. Using AI, we assessed and tagged more than 10,000 SKUs, allowing richer product information to be stored within The Cotswold Company’s PIM.

This enriched data improved customer filtering and enabled products to be accurately assigned to a much broader range of helpful product listing pages, which could then be used to target relevant, high intent customer searches.

Our work included:

• Extracting and assessing the complete product catalogue
• Conducting keyword research to identify valuable, high-intent product searches
• Developing a new product attribute and tagging framework
• Using AI to assess and tag more than 10,000 SKUs
• Storing richer and more consistent product attributes within the PIM
• Mapping existing products to relevant search demand
• Creating 900 new product listing pages targeting specific, high-intent keywords
• Fully optimising every new PLP for organic search
• Producing helpful on-page content and FAQs
• Developing smart internal-linking modules to connect related categories
• Improving customer filtering and product discovery across the website

The project was delivered across The Cotswold Company's technology stack, including Vercel, Storyblok, Algolia and Pimberly.

The Outcome

By enriching the existing catalogue rather than relying on the creation of new products, we opened up The Cotswold Company's inventory to a significantly wider range of valuable searches.

The 900 new product listing pages provide customers with more relevant routes into the catalogue, helping them find products that closely match their requirements while substantially expanding the website's non-brand search footprint.

The results include:

• An overall visibility improvement of approximately 86%
• More than 10,000 SKUs assessed and enriched
• 900 new high-intent product listing pages released
• A richer and more scalable product data structure
• Improved filtering and product discovery for customers
• Stronger internal linking between related product categories
• SEO contributing to The Cotswold Company's record-breaking revenue performance in 2025 and 2026

Our work with The Cotswold Company remains ongoing as we continue to refine its catalogue data, expand its organic search coverage and identify new opportunities for sustainable growth.