Ecommerce
Toys & Co.
7,000-SKU toy store. SEO recovery, WooCommerce ops, and a content architecture built to compete with national retailers.
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The situation
Toys & Co is an independent specialty toy retailer in Greensboro with 40+ years in business. They needed a real ecommerce platform - 7,000+ products, search that actually works, local pickup, and a site that could compete with national retailers without an enterprise budget.
What I did
Built the entire site from scratch on WooCommerce. Custom theme, Algolia-powered search across 7,000 SKUs, Splide carousels for staff favorites and new arrivals, Twilio SMS notifications for local pickup orders, and a Google Merchant Center local inventory feed running on WP-Cron. Wrote custom Product JSON-LD schema for every product page. Built the SEO architecture - 200+ brand pages, 100+ category pages, 8 age landing pages, FAQ schema, and an internal linking system that turns every page into a search entry point. Configured Cloudflare with Authenticated Origin Pulls and catalog-wide cache rules. One developer, full stack.
Results
A 7,000-product store running on a custom theme with a perfect Lighthouse score. Fidget toys category went from 5 impressions per day to 600 after targeted copy, FAQ schema, and internal linking work. Brand pages ranking for long-tail queries the national retailers ignore. Local inventory showing in Google Shopping. Every product page outputting valid structured data.