Case Study: Sears PartsDirect reverses 15% organic traffic decline and recovers $2M revenue with DeepCrawl

Sears - Customer Case Study

Sears PartsDirect, the online appliance‑parts arm of Sears, was facing a 15% year‑over‑year drop in organic traffic and an estimated $2,000,000 revenue shortfall during a site migration. Jacqueline Urick, SEO Manager, used historical DEEPCRAWL reports to uncover severe keyword drift and discover that a maintenance‑time server misconfiguration and a bot environment were redirecting search engines to an “Out of Service” page, causing rankings to tank.

DEEPCRAWL’s scheduled crawls revealed thousands of 302 redirects and non‑200 responses; removing the bot environment/load‑balancer misconfiguration and instituting multiple regular and post‑release crawls restored correct indexing and rankings. The intervention reversed the traffic decline (preventing the $2,000,000 loss), improved impressions and search visibility, and established ongoing monitoring and better cross‑team processes for PartsDirect.

Sears

Jacqueline Urick

SEO Manager