Challenges

• Technical constraints slowed delivery:

Implementing changes on the site—especially for product families and category structures—was complex and time-consuming.

• Coverage gaps on long-tail demand:

The team needed a way to create many relevant pages based on precise user searches (long-tail queries), tied to seasonality and evolving inventory.

• Limited internal linking control:

The existing solution was rigid, making it hard to direct link equity toward priority pages at scale.

• Operational friction:

Day-to-day updates across large volumes of pages required too much manual effort.

Solutions

Castorama implemented two Verbolia solutions — Vpage for programmatic long-tail SEO and Vlink for automated internal linking.

Vpage — programmatic long-tail pages

• Semi-automated, mass page generation for listing pages driven by precise user searches (long-tail queries).

The technology allows Castorama to identify thousands of relevant long-tail keywords through algorithms that analyze product feeds, internal site search data, and search-console queries. 

• Pages are populated with Castorama and marketplace products, so each page answers a concrete shopping intent with relevant associated products.

Castorama published over 9,000 new listing pages across more than 9,000 keywords in just a few clicks.

• Built-in merchandising controls to hide/feature items and adjust product order smoothly and flexibly.

The team can define default sorting rules for listing pages — for example, ordering products by clicks, add-to-cart rate, purchases, date added, or stock level, either ascending or descending.

On top of these defaults, Castorama can fine-tune product placement on any page through an intuitive drag-and-drop interface, giving full visual control without needing technical support.

• Bulk management via file upload to push content and SEO fields quickly—no heavy releases needed.

Vlink — internal linking that moves the needle

Vlink gives Castorama full control over how internal link equity flows across their website — without the need for manual updates or technical intervention.

Using dynamic, rule-based linking, Castorama can automatically connect related pages based on parameters such as keywords, product types, or page performance.

The SEO team can:

• Run bulk updates instantly: import, export, or modify thousands of destination URLs that will receive incoming links, in a single file, without relying on developers.
• Define trigger and display rules: decide where internal link blocks appear and which links they include. For example, links can be displayed when the H1 of the host page matches the H1 or title of the destination page, based on an algorithm.
• Prioritize strategic pages to receive more internal links, ensuring they benefit from stronger authority signals.
• Adjust internal linking by seasonality or business focus, redirecting link equity toward specific promotions or product lines at any moment.

This allows Castorama to maintain a clean, optimized link structure that’s always aligned with business priorities and SEO goals.

Benefits

• Speed: Day-to-day changes and large-scale optimizations can be executed “sometimes literally in one click.”
• Flexibility: The team can adapt quickly to seasonal shifts and catalog changes.
• Ease of use and control: The team can implement changes independently from the development team.

Results

A few months after implementation, Castorama’s SEO team was already seeing the impact of Vpage and Vlink.

• ~9,000 Vpages created targeting long-tail queries.
• >10% incremental traffic increase on product listings (for comparable page types/size).
• ~360% ROI on the Vpage initiative.
• With Vlink tests, pages moved into the top 10—often top 3—for high-volume queries with tens of thousands of searches/month.

Conclusion

By combining Vpage and Vlink, Castorama’s SEO team turned complex, slow-moving work into fast, scalable execution. Vpage delivered intent-aligned listing pages at scale with straightforward merchandising, while Vlink gave the team the linking control needed to lift priority pages. The result: more coverage, better rankings, and meaningful traffic and ROI gains without leaning on heavy development cycles.