132% organic growth for Norway’s leading bathroom retailer through SEO infrastructure

Bad.no is one of Norway’s most established online retailers, part of the Allier Group with roots dating to 1911. With 30,000+ products across 50+ brands, their catalog was extensive. Their collection structure was not.

Products existed in Shopify without clearly defined hierarchies. Collection relationships were inconsistent. Breadcrumbs were generic. Internal linking had no structural foundation. For a catalog of this size, that meant search engines, and increasingly AI discovery systems, could not interpret the site’s structure accurately.

The opportunity was clear: a 30,000-product catalog with strong brand authority, held back by infrastructure that had not scaled with the business.

Solverhood deployed Risify Plus for Bad.no, beginning with market analysis before touching any site structure. The research foundation included 5,000+ keyword research across product categories and brands, 20+ competitor analyses, and a structured roadmap prioritizing the highest-impact collections in the Norwegian bathroom market.

Every product was mapped to a clearly defined primary collection. Collections were connected to parent collections with a fixed hierarchy. Brand attribution was standardized across all products. The result was a stable, machine-readable site structure where search engines and AI systems could interpret catalog relationships consistently.

Risify replaced Shopify’s default breadcrumbs with contextually accurate breadcrumb paths on every product page, incorporating the collection hierarchy and brand attribution. 30,000+ products. Every one with the correct breadcrumbs.

Risify Collection Menu surfaced sub-collection navigation on every collection page. Risify Related Search added lateral discovery paths between related categories. Together, these created a dense, structured internal linking system that improved crawl depth and AI visibility across the catalog.

Eight consecutive quarters of organic session growth from Q1 2023 through Q4 2024. Every quarter in 2024 delivered 47-76% year-over-year improvement.

Of 979 tracked keywords, 72% improved in ranking. 345 keywords moved to page one. 91 reached position one, including “bad” (the Norwegian word for bathroom), a category-defining term.

Bad.no AS reported kr 94.4 million in total revenue for 2024, representing 48% growth over 2023. Source: Proff.no / Brønnøysundregistrene (Norwegian public company registry).