← Back to About Mihir Naik
Loblaw
Senior Product Manager, SEO · 3+ years · 16+ domains
Built Loblaw Digital's SEO practice from the ground up and ran it as a product: a comprehensive organic search and CRO strategy across three lines of business and 16+ domains, an owned roadmap, the team to execute it, and the data and tooling to scale it, on enterprise sites running to millions of pages. Grocery, pharmacy, apparel, and financial services under one practice. From December 2022 I also began measuring brand presence in AI answers, two years before most teams, the work I now do full-time at seoClarity.
Selected outcomes
40%+ YoY organic growth, 3 years running
A comprehensive organic search and CRO strategy grew organic traffic 40%+ year over year for three consecutive years.
$8M+ incremental revenue
Organic and CRO gains translated into more than $8M in incremental revenue across three lines of business and 16+ domains.
zero-loss platform migration
Led SEO through a major e-commerce platform migration, embedding best practices end to end for a seamless transition with zero traffic or ranking loss.
+20% from programmatic PLPs
Built a programmatic SEO PLP function on SERP data that drove 20%+ growth in organic traffic, add-to-cart rate, and new-customer acquisition, SEO and CRO impact together.
AI-search measured from day one
Stood up brand visibility and share-of-voice tracking across ChatGPT, Perplexity, and Google AI Overviews, secured buy-in for dynamic rendering to AI bots, and shipped the first in-house AI content tool within weeks of ChatGPT's launch in December 2022.
Work by brand
Grocery banners
Grocery · 14 banners- The core of the estate: 14 grocery banners on enterprise sites running to millions of pages, kept resilient through algorithm updates to protect the existing organic base.
- Grew non-brand SEO from under 0.5% of total web traffic to close to 9%.
- Built the reporting and business case that put SEO on the board deck and kept the practice funded.
Shoppers Drug Mart & PharmaPrix
Pharmacy & health- Built dedicated pharmacy service pages, including passport photos, lifting service bookings from search.
- An audit-led technical roadmap, run with merchandising, engineering, product, and category teams, grew non-brand traffic into direct revenue.
- Pharmacy is a YMYL category: the work met a high E-E-A-T bar under health-content compliance constraints, in English and French across the estate, including the French-language PharmaPrix banner (hreflang, Quebec market).
Joe Fresh
Apparel- Broke the manual collection-page bottleneck by onboarding a vendor that generates search-demand-driven collection pages, driving direct revenue.
- A technical audit and prioritized roadmap grew non-brand apparel traffic and search visibility.
PC Financial
Financial services- Led integrated SEM and SEO strategy and launched PC Financial's first in-house SEO practice, hiring and onboarding the inaugural SEO Manager.
- Improved credit-card acquisition with data-driven bid strategies, backed by a custom data pipeline.
- Financial services is YMYL too: credit-card content met advertising-compliance and E-E-A-T requirements.
PC Health
Digital health- SEO was instrumental in launching PC Health's new business website: I built the taxonomy for pharmacy services, the mobile app, and more.
- PC Health and Shoppers Drug Mart's pharmacy business share a line of business, so the new site drove measurable improvements to bookings for services like consultations and vaccinations.
Building the SEO engine
data ecosystem
Integrated Google Search Console with BigQuery and built SQL-driven insight layers; executive dashboards on GSC and Snowplow gave leadership and cross-functional teams real-time, actionable views.
experimentation
Pioneered an SEO experimentation framework using CausalImpact to validate hypotheses and drive data-backed decisions.
custom tooling
Built internal tools for metadata generation, indexing checks, and keyword clustering, plus AI-assisted titles, meta descriptions, and H1 copy, adopted by merchandising and content teams for campaign and collection pages.
AI-search readiness
Stood up measurement for AI chatbot traffic and share-of-voice across ChatGPT, Perplexity, and Google AI Overviews.
workflow automation
Built three tools to automate campaign reporting and recommendations for Loblaw Advance self-serve clients: reporting from 3 days to 30 minutes, recommendations from 2 days to 15 minutes, and optimization from 2 days to 20 minutes.
How I operated
Ran SEO as a product function inside the product org: owned the roadmap, prioritized against revenue and effort, made the build-versus-buy calls (enterprise tools like Botify alongside custom internal builds), and drove delivery with engineering, including securing buy-in for dynamic rendering to AI crawlers. Turned organic search into a funded program, backed by board-level reporting and forecasting.
Reporting to the Director of Product, I hired and directly managed the practice's first SEO Manager, set the hiring bar and onboarding, and staffed dedicated SEO contractors into other lines of business' content teams to drive SEO projects, partnering across engineering, product, UX, and marketing.
stack, martech & tools
analytics
Google Search ConsoleGoogle AnalyticsSnowplow
crawl & rank
BotifyScreaming Frog
data & bi
BigQuerySQLLooker StudioGoogle Search Console APIValueSERP APIDataForSEO APIGoogle Colab
automation & ai
PythonCausalImpactStreamlitOpenAICursorGoogle Cloud Platform
cms
Contentful
capabilities
SEO practice-buildingProduct roadmap ownershipProgrammatic SEOSEO experimentation (CausalImpact)AI-search readinessData engineering for SEOEnterprise migrationsExecutive influenceTeam leadership