Cutting Edge Firewood.

Unique Problems to Solve.

Untangling a Cannibalized Product Catalog

• Product and Variant Consolidation: We merged each cooking wood species into a single product with selectable variants. Apple Cooking Wood alone went from 8 separate pages down to 1, removing the keyword cannibalization that was splitting rankings across near-duplicate URLs. The same structure was applied across Cherry, Hickory, Maple, Mesquite, Oak, Pecan, and Savanna Heat.
• URL Cleanup and 301 Redirects: We removed duplicate pages and collections and redirected legacy URLs to their new homes (for example, /pages/cooking-firewood__apple-cooking-wood now resolves to /products/apple-cooking-wood), consolidating link equity instead of scattering it.
• Category Hub Pages: We built a central Cooking Wood page that funnels traffic to each variant, giving the section a clear hierarchy for both shoppers and search engines.
• Technical On-Page SEO: Every page we touched moved its hero from an H2 to a proper H1, received a tailored SEO title and meta description, and was woven into an internal linking structure connecting products, services, and locations.

Owning Local Firewood Delivery in Metro Atlanta

• City-Level Location Pages: We built 60+ delivery pages targeting the cities Cutting Edge Firewood serves across the greater Atlanta area, from Alpharetta and Marietta to Decatur, Roswell, and Sandy Springs.
• Reinforcing the Google Business Profile: These pages do more than rank on their own. For high-intent “firewood delivery” searches, they support the Google Business Profile and expand the brand’s footprint in the local pack.
• The Result: Local “delivery” searches drove 71% more clicks and roughly 67,000 new impressions year over year, and the flagship Atlanta delivery page grew clicks 1,196% over the same period.

Capturing Cooking, Pizza, and BBQ Demand

• Pizza Wood, Organized by Oven: Customers shop pizza wood by their oven, not by species. We consolidated pizza wood into a single product with cut-size and quantity variants, then built dedicated pages for the ovens people actually own (Ooni, Gozney, Alfa Forni, Fontana Forni, Forno Piombo, and Big Green Egg).
• A Structured BBQ Pellets Launch: When BBQ pellets were added in 2025, we structured the new line cleanly from day one, with a page per species and a Variety Pack for customers who want to try all four flavors.
• Targeting How People Search: This shop-by-equipment approach captures oven, grill, and smoker search terms (roughly 1,300 monthly searches across the terms tracked) that generic product pages were missing entirely.

Capturing Cooking, Pizza, and BBQ Demand

• Filterable Collections: We added the ability to filter products by title, show only on-sale items, and surface products without variants, so shoppers reach the right wood faster.
• Reviews Migration to Klaviyo: We migrated product reviews from TargetBay to Klaviyo, keeping social proof front and center on the storefront.
• The Result: Combined with the consolidated variant structure, these changes helped lift site-wide conversion rate to 2.29%, a 49% increase year over year.

Conclusion

By rebuilding a cannibalized catalog, fixing the technical foundation, and standing up a metro-Atlanta delivery page network, Cutting Edge Firewood turned scattered, competing pages into a structured search engine for its brand. Local delivery visibility, non-branded category rankings, and conversion rate all moved in the same direction at once. Just as important, the work established a proactive, season-aware playbook for 2026: cooking, pizza, and BBQ content built ahead of spring, and heating firewood and delivery pages ramped ahead of fall, so the brand builds demand instead of chasing it.