What I did

As Digital Production Manager for Online Grocery at Loblaw Digital, I identified two key issues: the lack of a lifecycle plan for seasonal campaign pages and the inability to fully support evergreen pages without dedicated landing pages for search engine discovery. This was due to seasonal pages being rebuilt annually with new URLs, losing equity, and inconsistent internal linking, leading to technical debt. To address this, I partnered with SEO Managers to hypothesize that a campaign page lifecycle plan and an onsite landing page for internal linking would capture organic search traffic for valuable seasonal terms, leading to increased keyword rankings, impressions, clicks, and CTR.

How I did it

To address this challenge, we structured our work into two phases:

Phase 1

Focused on building a campaign hub page to serve as a static point for linking individual holiday/seasonal pages. This approach aimed to improve search engine crawlability, maintain indexing, and build equity over time. Based on competitor research, we determined that our seasonal landing pages needed proper SEO meta-data (title, meta description, canonical, h1, SEO copy), the ability to create internal link lists to corresponding campaign pages, a comprehensive list of all marketed campaigns/deals for content and internal linking, and prominent placement in the main navigation and footer. These requirements then informed the creation of lo-fi wireframes and mockups.

Phase 2

Our competitor research led us to define evergreen campaign pages as those that remain live year-round, continuously updated with new promotions for specific segments (e.g., seasonal events, holidays, top deals). We then developed and communicated a landing page lifecycle framework to the wider business, outlining critical milestones and internal connection points.

For example, a Black Friday campaign page would have active and inactive states (pre-event, active, post-event), but its URL would remain consistent year-over-year. This allows the page to always be live and discoverable, consistently linked from our hub page, and accumulate equity and value annually instead of being rebuilt from scratch each year.

Results

Through sharing these findings with the wider business, we were able to get multiple business leads on board and integrated into the suggested framework. The results have been fantastic:


⁃ In 2023  we saw total sessions = 322k

⁃ In 2024 we saw total sessions at = 495K

Our efforts resulted in a year over year improvement of 53% (173k sessions)