About The Brand

The Brief

An Expansive Catalog. A Search Presence Ready to Grow Into It.

Grow organic revenue by making the full catalog discoverable, and the brand recognisable to AI.

The brief rested on three objectives that depend on one another. Revenue could only grow if more of the catalog could be found. The catalog could only be found at scale if search engines and AI assistants could read it clearly. And both depended on the brand itself being recognised as a distinct, well-defined entity.

Three objectives defined the engagement.

• Grow organic revenue
• Index the full catalog
• Ground the brand entity for AI

Four service areas carried the work: technical SEO, entity and structured data, programmatic (pSEO) content, and AI search optimisation.

The Challenges

Four Growth Challenges That Shaped the Build

Each challenge was a place where the catalog could do more, and each one pointed to a specific part of the build.

01. Giving Organic a Bigger Seat Alongside Paid and Social

Organic drove a smaller share of revenue than paid and social. For a catalog this expansive, that made it the channel with the most headroom and the strongest case for investment. The challenge was to grow organic into a channel that could stand beside the other two.

02. Bringing Every Product Page Into the Index

Part of the catalog had been crawled by Google but was marked “crawled – currently not indexed”, so those pages could not yet appear in results. The challenge was to move as much of the catalog as possible into the index, because a page that is not indexed cannot earn an organic visit.

03. Making Timex Readable to Search Engines and AI Assistants

Brand and product entities could be described in a more machine-readable way. The challenge was to give Google and AI assistants a clear picture of what Timex India sells and who it is, so both could surface it with more confidence.

04. Building Pages Around How Shoppers Combine Colour, Gender and Size

The keyword universe showed combinations of colour, watch and gender, and of size, watch and gender, that deserved pages of their own. The challenge was to extend catalog coverage to meet those combinations.

The Approach

Five Moves That Made the Whole Catalog Easy for Google and AI Assistants to Find, Read and Recognise.

The thinking was simple: if Google and AI assistants could find every page, read every product and recognise the brand behind them, organic revenue would have room to move. Five decisions followed, each one building on the one before.

01. Writing Catalog-Aware Content That Knows How Collections, Products and Pages Connect to One Another

The starting point was content that understood the catalog it sat in. Automated JSON prompting, built with an entity-SEO focus, produced pages that reflected how collections, products and categories relate to one another. Contextual internal linking then connected them across the catalog, so pages supported one another. The effect showed at the top of the catalog: core and collection queries surged, with “timex watches” up 24%, “for men” up 60%, Waterbury up 65% and Marlin up 40%.

02. Opening the Index to More Product Pages Through Pagination, So the Full Catalog Can Be Found

The goal was to index the full catalog. Pagination was used to reduce the number of pages sitting in “crawled currently not indexed”, which pushed more product pages into the index. Because the change worked across the whole catalog and not on single pages, it fuelled a broad, catalog-wide revenue surge.

03. Giving Every Product a Full Structured-Data Profile, With gtin13 and Complete Variant and Spec Fields

Each product page was described to machines in full. Product structured data used gtin13 plus complete variant and spec fields, which made every page entity-rich. The signals moved in the right direction: click-through rate climbed from 4.4% to 5.3%, and average position improved from 6.6 to 6.2.

04. Grounding Timex India as a Recognised Brand Entity Through Wikidata and the Organization Schema

Beyond individual pages, the brand itself needed a clear identity for machines to retrieve from. Timex India was mapped to Wikidata and aligned to the Organization schema, which gave search engines and AI assistants a stronger, more defined brand entity. The same foundation supports the growth in AI-assistant sessions that follows in this case study.

05. Filling Category Gaps Found in the Keyword Universe With New Colour, Size and Gender Pages

The last move extended coverage. Using the keyword universe as a guide, new pages were built for colour, watch and gender combinations and for size, watch and gender combinations. The catalog now answered more of the ways people look for a watch, and SEMrush non-branded Top-3 keywords rose 4.9%.

What Changed

Findable, Readable, Recognisable: The Shift Behind the Breakout.

Taken together, the five moves changed what search engines and AI assistants could do with Timex India. Each one added a layer, and each layer made the next one more effective.

• Findable: More product pages entered the index, so more of the catalog could appear in results at all.
• Readable: Full variant and spec markup described every product clearly, and click-through rate and average position both improved.
• Recognisable: Wikidata mapping and the Organization schema gave the brand a defined identity that AI assistants could retrieve from.

That is the real shift in this story. The work moved beyond optimising individual pages toward helping machines understand the whole catalog and the brand behind it. The results that follow show what that understanding unlocked.

The Result

Organic Became the Largest Single Channel.

September vs August 2026