Building search visibility for a digital-product marketplace

01Context

AOVANCY is a digital-products platform and marketplace for creators. Creators build, publish and sell digital products — ebooks, courses, templates, presets, prompts and other downloads — with AI-assisted creation of product structure, content and sales pages, marketplace distribution, integrated payments, analytics and community tools. The platform charges a commission on sales rather than an upfront fee.

The platform was already operating when Lucidens' founder began working on its organic growth. The objective was to build Google visibility that generates sales through organic traffic, on both sides of the marketplace.

02Challenge

AOVANCY operates across several overlapping search categories: digital products, ebooks, templates, online courses, creator monetisation, AI product creation and digital-product marketplaces. Each has its own demand, its own competitors and its own intent — a creator deciding where to sell, a buyer looking for a template, someone researching how to make money from what they know.

Optimising individual pages could not solve that. The challenge was to create a scalable search architecture capable of capturing demand across multiple commercial and informational intents while keeping the product experience coherent.

03Diagnosis

Demand research showed that the categories overlap in language but not in intent. The same phrase can mean a buyer, a creator or a researcher. A site that treats them as one audience produces pages that satisfy none of them; a site that builds a page for every phrase fragments into duplicates.

The diagnosis was to organise the architecture around intent clusters with a defined commercial purpose each — sell, sign up, learn — and to give every cluster one canonical answer that the product experience supports, so that discovery and the platform reinforce rather than contradict each other.

04Approach

Clarify built the intent map and the baseline. Structure designed the hub-and-cluster architecture: product-type and category hubs for buyers, creator-facing pages for sign-up intent, and informational pages for research intent, each connected to the marketplace itself. Compound published across the clusters and began the authority work that makes a platform a credible entity in its category. Prove measured coverage, positions, organic-assisted sign-ups and organic-assisted sales.

The organising principle was the relationship between the market, the information architecture and the product: every search cluster maps to a place in the architecture, and every place in the architecture maps to something the product actually does.

05Implementation

Category and product-type hubs were built so that marketplace listings inherit structure and context rather than competing as isolated pages. Creator-facing pages were written around the decision a creator is making — where to sell, what it costs, how the AI-assisted creation works — and connected to sign-up. Informational content answers research intent and points to the relevant hub.

Entity work ensured the platform is described consistently across the site and the external sources that search and answer systems rely on, and a programme of earned references was started to strengthen its authority in the category.

• Intent clusters with one canonical page each, mapped to sell, sign-up or learn
• Hubs that give marketplace listings structure and internal links
• Creator-facing pages built around the decision, connected to sign-up
• Entity consistency and earned references to establish category credibility

06Outcomes

Non-branded keyword coverage grew across all the clusters rather than in one, which is the signal that the architecture scales. Both sides of the marketplace benefited: organic-assisted sign-ups from creator-facing pages and organic-assisted sales from buyer-facing hubs grew together.

07Lessons

When a business serves multiple search intents, organic growth depends on the relationship between the market, the information architecture and the product. Pages that are not anchored in that relationship attract traffic that the product cannot serve.

The second lesson is that marketplaces have two audiences with different intents, and the architecture must serve both without letting either dilute the other.

When a business serves multiple search intents, organic growth depends on building a clear relationship between the market, the information architecture and the product itself.