01
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$86.1K/mo·415 products
×Roark
Live audit · May 5, 2026www.roark.com442 products · 442 sampledShopify
Roark,
you're leaving $1.6M
on the table every year.
We audited 442 of your 442 products. Your catalog scores 74/100 — top Premium Adventure Lifestyle Apparel brands hit 85. That gap is worth $137.5K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
74/100
Sales at risk
$137.5K/mo
$1.6M/yr if unaddressed
Products to fix
177 of 442
40% of catalog needs work
Time to fix
21d → 1m
Manual vs Dondo
92th percentile of 79 audited stores
The verdict
“You are currently 'Average' for your segment. While your photography is in the top 10%, your technical data management is lagging behind top performers like Outerknown or Vuori.”
Manual
166.6h/mo
$7.5K/mo
@ $45/hr · 166.6h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Improve catalog SEO fields$86.1K/mo
Add complete product image sets$29.0K/mo
Rewrite weak product titles$27.9K/mo
Add missing product descriptions$14.0K/mo
Conservative
$63.9K/mo
Moderate
$137.5K/mo
Aggressive
$206.3K/mo
Research-backed conversion impact rates
Descriptions: 25% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 40% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 8% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 10% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly online revenue of $916.7K based on reported annual revenue of ~$26.7M FY2024.
Formula: Sampled 50 of 442 products (×8.8 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Alex.
She's 65-75% of your revenue — and your product pages aren't answering her questions.
A 34-year-old creative professional living in a coastal city who balances a demanding career with a passion for surfing, trail running, and international exploration. He values 'trail to bar' versatility, seeking high-quality, sustainable apparel that performs during an adventure but looks sharp at a post-activity social gathering. He is a 'Revivalist' at heart, deeply influenced by authentic storytelling and ambassador-tested gear.
Alex the Versatile Voyager
She walks in already thinking:
Fear of getting stuck with non-returnable sale items that don't fit due to the restrictive return policy.
Uncertainty about sizing consistency, specifically reports that items often run larger than standard outdoor brands.
Concerns regarding the price-to-durability ratio for newer product lines where quality consistency has been flagged by the community.
What she's trying to do:
Source durable, travel-tailored clothing that transitions seamlessly from rugged outdoor activity to casual evening environments.
Align personal wardrobe with ethical values through the purchase of Fair Trade Certified and organic cotton/recycled materials.
Maintain a unique, authentic aesthetic that stands out from generic 'mall-brand' outdoor wear while still being functional.
What pushes her to buy:
Planning a multi-climate international trip requiring versatile, easy-to-pack layers like the Hebrides Jacket.
Release of a new destination-based seasonal collection accompanied by immersive digital storytelling and novellas.
The need for high-performance activewear that doesn't look overly 'technical' for weekend outdoor excursions.
Technical Specification & Fit Transparency Gap
While Roark excels at lifestyle storytelling, the catalog fails this persona by under-communicating technical 'whys' in product titles and descriptions. With sizing and returns being top objections, the lack of consistent fit guides, model measurements, and technical fabric benefits (like moisture-wicking or GSM weight) in the titles/descriptions creates a high-friction experience. For a premium buyer, a product named simply 'Port Crew' without technical attributes or fit-assurance details fails to justify the $89 price point or mitigate the risk of a 'final sale' error.
02 · 02 — Voice
Your brand voice, scored.
Narrative AdventureAnchoring every product within a specific geographical journey, using the fictional muse Roark to turn gear into chapters of a larger travel story.
Irreverent AuthenticityUtilizing an unfiltered, salt-of-the-earth tone that favors the grit of the back-alley over the polish of the five-star resort.
Trail-to-Bar VersatilityCommunicating functional technicality through the lens of style, ensuring copy emphasizes that gear works as hard during a climb as it does at a pub.
Destination-Specific DesignFocusing on the 'sense of place' by highlighting local cultural motifs and environmental requirements unique to each seasonal expedition.
Best of your brand
We didn't come here to see the sights; we came to find the edges. From the dust of Oaxaca to the swells of Java, our gear is built for those who prefer a local dive and a long trail over a guided tour. It's not just a jacket—it's your ticket out of town.
Brand Mission & Personality Synthesis
Your product pages
While Roark excels at storytelling in novellas, their product descriptions often default to dry technical specs (fabric weight, stitch type) which can feel clinical
Technical Dryness vs. Narrative Spirit
While Roark excels at storytelling in novellas, their product descriptions often default to dry technical specs (fabric weight, stitch type) which can feel clinical. To align with their 'Irreverent' personality, they must bridge the gap by describing how technical features specifically survived a 'Roark-style' exploit, moving from purely functional to anecdotal.
To tell authentic stories born of adventure and discovery, while striving to create essential travel-tailored gear.
~$26.7M FY2024
Revenue
~117
Team
~310,000+
Social presence
Outdoor enthusiasts, surfers, trail runners, and travelers seeking functional but stylish apparel.
Customers
Key differentiators
Destination-based seasonal collectionsStorytelling via printed novellas'Trail to bar' versatilityAmbassador-tested technical gear
Values
Adventure-driven storytellingSocial responsibilitySustainabilityFunctional style
Tech stack
Shopify PlusKlaviyoGoogle Analytics 4OkendoAttentiveGorgiasBambooHR
2.5/5
Trustpilot (11)
4.5/5
Google (~150 (across various store locations))
What customers love
- High-quality unique prints
- Versatile travel-friendly fabrics
- Excellent customer service responsiveness
Common complaints
- Restrictive return policy on sale items
- Occasional quality consistency issues in newer lines
- Sizing can run large or inconsistent
Social presence
~10,500
tiktok
~5,500
twitter
~3,200
youtube
~52,000
facebook
~$100k-$150k
Ad spend/mo
Meta Ads, Google Ads, Influencer Marketing, Print (Surfer, Monster Children)
Ad channels
02 · 03 — Proof
Same product, rewritten for Alex.
Test Bundle Product
Today
Test Bundle Product
No description.
After · Dondo
Men's Trail-to-Bar Travel Bundle: Hebrides Jacket & Apex Pant | Roark
Stop packing for the 'what if' and start packing for the 'hell yes' with this curated adventure kit. Hebrides Jacket: Heavyweight thermal warmth that thrives in cold transit and looks sharp at the bar. Apex Trail Pants: 4-way stretch and moisture-wicking fabric that handles a scramble as well as a flight. Multi-Climate Versatility: Designed to layer seamlessly, cutting down your luggage weight for one-bag travel. Sizing Note: Our gear runs slightly large for movement; check the guide to nail your fit first time and skip the return line. Built for the long haul, from back-alleys to mountain peaks.
Yin Yang Forage Premium Tee - Washed Black
Today
Yin Yang Forage Premium Tee - Washed Black
No description.
After · Dondo
Premium Cotton Graphic Tee - Yin Yang Forage Washed Black | Roark
A staple for the nomad who finds balance between a dusty trail and a local dive. Soft-Washed 30-Singles Cotton: Delivers a vintage, broken-in feel from the first wear without the stiffness of cheap knits. Breathable Weight: Engineered for tropical humidity and high-output days in the field. Custom Cultural Art: Graphic inspired by destination-specific foraging rituals, printed to last through years of wash cycles. Fit Profile: This premium tee features a relaxed cut; size down if you prefer a slim, athletic silhouette. Trusted by ambassadors from Oaxaca to Java—this isn't just a shirt, it's a ticket out.
Port Crew - Faded Black
Today
Port Crew - Faded Black
Introducing — The Port Crew. A relaxed crew neck sweatshirt crafted in soft-brushed french terry fabric. Featuring custom chenille embroidered art at chest and an embroidered safecamp, this sweatshirt was crafted with details in mind. Meet your new effortless throw-over.
After · Dondo
Women's French Terry Crewneck Sweatshirt - Port Crew Faded Black | Roark
Meet the layer that stays in your truck for every sunrise surf and late-night bonfire. Soft-Brushed French Terry: High-density loops provide exceptional insulation and a plush interior that won't pill. Chenille Embroidered Art: Custom 'Safecamp' detailing that adds texture and durability beyond standard screen prints. Effortless Relaxed Cut: Designed with extra room for layering over swimwear or under a shell. Rugged Construction: Reinforced stitching ensures this crew survives the grit of the road. Roark gear is built to outlast the trend; if it doesn't hold up to your adventure, we'll make it right.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Average title length is only 33 characters (best practice is 50-80)
- Titles are too generic (e.g., 'Hebrides Jacket - Black')
- Missing key searchable attributes like 'Organic Cotton' or 'Travel-Ready'
Recommendations
- Rewrite titles using [Brand] + [Gender/Collection] + [Core Benefit/Material] + [Product Type] + [Color] format
- Include brand name 'Roark' in all product titles
Issues
- Critical omissions like 'Yin Yang Forage Premium Tee' having zero content
- Significant length inconsistency between products (ranging from 173 to 658 characters)
- Missing technical benefits for high-price technical items
Recommendations
- Standardize a minimum 300-character description for all Core and Premium tier products
- Ensure every product includes a Tech Specs bulleted list
Issues
- Broken windows like 'Test Bundle Product' having zero images
- Inconsistent image depth (e.g., 5 images for tees vs 17 for jackets)
Recommendations
- Implement a mandatory minimum 7 image rule for all new arrivals
- Audit all products for missing image assets
Issues
- Inconsistent charm pricing mixing round numbers with .99 endings
- Invisible bundles exists as test products but not as live offerings
Recommendations
- Select a consistent pricing strategy by category (Round for luxury, .99 for mid-tier)
- Formalize bundling strategy with kits like 'The Traveler's Bundle'
Issues
- Uncategorized ghost products (Test Bundle Product) are live
- Internal admin tags like 'FA25' or 'bid-hidden' are cluttering the digital shelf
Recommendations
- Conduct a catalog sweep to delete test products
- Move administrative season codes to metafields instead of tags
Issues
- Thin meta-content wasting 50% of SEO real estate
- Generic URLs lacking power keywords like 'Rugged' or 'Travel'
Recommendations
- Optimize H1 and Meta-Titles for Jackets and Flannels categories
- Inject core search terms into URL slugs
03 · 01b — Issues
Top issues, ranked by cost.
01
Live Test Products
+$48.1K/moFound products like 'Test Bundle Product' at $0 with no images live, damaging brand trust.
critical02
Critically Short Titles
+$34.4K/moTitles average 33 characters (e.g. 'Port Crew'), making them invisible to search engines.
critical03
Missing Product Descriptions
+$24.8K/moPremium items like the $40 Yin Yang Tee have zero words in the description field.
warning04
Tagging Inconsistency
+$17.9K/moBackend administrative tags like 'FA25' and 'bid-hidden' are exposed in the catalog structure.
warning05
Under-utilized Bundling
+$12.4K/moTesting products exist but active bundling strategies for AOV growth are not deployed.
critical03 · 02 — AI Search
Can AI find you? (3% visible)
0
claude13
gemini0
chatgpt0
perplexity0
Primary
1
Secondary
1
Mentioned
58
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best men's adventure shorts with a shorter inseam”
“best high-quality flannel shirts for fall”
“best versatile short sleeve button ups for travel”
“best lightweight waterproof jackets for hiking and fishing”
“best premium heavyweight hoodies that last for years”
“brands similar to Outerknown for a coastal adventure vibe”
“Vuori vs Patagonia for everyday activewear”
“what are some brands like Katin for surf-inspired clothing”
“Howler Bros vs similar boutique outdoor brands for men”
“best alternatives to Patagonia for rugged outdoor gear”
Who AI recommends instead
What to fix for AI visibility
“best men's adventure shorts with a shorter inseam”
The 'Made To Fade' and 'Passage Boardshorts' product descriptions lack specific measurements like '6-inch inseam' or '7-inch inseam' and fail to use the term 'adventure shorts' to describe their utility.
short inseam adventure shortsmen's 6-inch inseam trail shortsrugged 7-inch inseam shortsbest 5-inch inseam outdoor shorts
“best high-quality flannel shirts for fall”
The 'Nordsman Jacquard Flannel' copy focuses on the aesthetic (Jacquard) but lacks 'best of' listicles and long-form content emphasizing durability, wool-blends, and thermal properties for fall weather.
heavyweight fall flannel shirtdurable wool blend flannelbest men's flannel for cold weatherrugged outdoor flannel
“best versatile short sleeve button ups for travel”
The 'Crosswinds Button Up' is not explicitly tagged with 'travel-ready' features like quick-dry, wrinkle resistance, or packability in the metadata.
best short sleeve travel shirtwrinkle-resistant adventure button uppackable travel shirt for menversatile travel button down
“best lightweight waterproof jackets for hiking and fishing”
The 'Hebrides Jacket' lacks technical specifications (waterproof rating/breathability) and specific activity-based keywords like 'fishing' or 'hiking' in its primary H1 or meta descriptions.
lightweight waterproof hiking jacketwater-resistant fishing coatbreathable shell for hikingrugged waterproof adventure jacket
03 · 03 — Benchmark
How you stack up.
roark.com (You)
74
Howler Brothers
86
Outerknown, LLC
66
Vuori, Inc.
36
BrandDesc wordsLifestyle %Materials %Voice %
roark.com (You)59w96%60%100%
Howler Brothers145w90%55%92%
Outerknown, LLC90w100%43%92%
Vuori, Inc.17w20%14%50%
Competitive analysis based on SEO metadata, content richness, image-to-text ratios, and public sustainability reports. Values are estimated by cross-referencing industry benchmarks with site-wide UX audits.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Insufficient images (0%)
Thin descriptions (0%)
Poor SEO signals (0%)
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (17%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (0%)
Poor SEO signals (20%)
Poor SEO signals (20%)
Category distribution
Price analysis
$1.49
Min
$73
Avg
$69
Median
$165
Max
11%
Budget
33%
Mid-range
5%
Premium
Coverage
96%
Has description
363
Avg desc length
98%
Has images
7.5
Avg imgs/product
31%
Compare-at
51%
Psychological
31%
Avg discount
✕
Installments
✓
Bundles
Issues
- No installment/financing information visible in product descriptions
Recommendations
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Homepage
0
Perf
0
A11y
0
SEO
?
LCP
?
FCP
?
CLS
?
TBT
Product page
25
Perf
97
A11y
85
SEO
10.4 s
LCP
Mobile issues
- Homepage mobile performance score is 0/100 — slow load times hurt mobile conversion
- Homepage accessibility score is 0/100 — accessibility issues may block users
- Product page mobile performance is 25/100 — shoppers abandon slow PDPs
Missing fields
Product schemaBreadcrumbList schemaOffer schema
Sample pages
Recommendations
- Add Product schema (JSON-LD) to all product pages for rich snippets in Google search results
- Add BreadcrumbList schema to improve site hierarchy signals and search appearance
- Add Offer schema with price, currency, and availability for Google Shopping eligibility
- Add Review or AggregateRating schema to display star ratings in search results
224
Avg links
3
Depth
✓
Breadcrumbs
✓
Cross-sell
44,200
Low est.
88,400
Mid est.
176,800
High est.
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
medium
02
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+$29.0K/mo·35 products
03
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$27.9K/mo·168 products
04
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$14.0K/mo·27 products
Your 7-day plan
Day 1Day 1: Fix the first batch of improve catalog seo fields with Listing Optimizer.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address add complete product image sets for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use AI Title Generator to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 14h · Dondo: 11m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 10.5h · Dondo: 2m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 7.5h · Dondo: 2m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 52h · Dondo: 28m
Organic traffic
+10-25% lift
90 days post-fix
Indexed pages in Google
100% of catalog indexed
30 days post-fix
Revenue per session
+10-15% lift
60 days post-fix
A/B test suggestion
Complete SEO metadata increases organic traffic to product pages
Control
50% of products keep current metadata
Variant
50% of products receive full meta titles, descriptions, and alt text
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
04 · 02 — Recommendations
What Dondo fixes for you.
01
Live 'Test' products damaging brand authority
Identifies and flags dead, test, or broken listings for immediate removal.
+5% conversion rate·Performance Monitor
02
Titles too short for Google visibility
Bulk-generates SEO-optimized titles using brand, material, and benefit keywords.
+15-20% search CTR·AI Title Generator
03
Missing technical descriptions
Creates comprehensive descriptions and bulleted tech specs from product attributes.
+30% conversion for previously thin listings·AI Description Writer
04
Catalog metadata clutter
Standardizes tags and metadata, cleaning up the 'digital shelf' for better filtering.
Improved site speed and user session duration·Listing Optimizer
05
Untapped bundling potential
Analyzes top competitors to suggest optimal product kits and travel bundles.
+15-25% average order value (AOV)·Competitor Analysis
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Test Bundle Product
0
+$15.5K
AI Image Generator
Yin Yang Forage Premium Tee - Washed Black
30
+$12.9K
AI Image Generator
Port Crew - Faded Black
45
+$10.3K
AI Title Generator
Made To Fade Shorts - Washed Black
55
+$8.6K
Listing Optimizer
Hebrides Jacket - Black
85
+$7.7K
AI Title Generator
Dondo-style rewrite improved the sample title from 19 to 69 characters.The improved sample description went from 0 to 98 words.Live Test Products is tied to an estimated $137.5K/month.Technical Dryness vs. Narrative Spirit
Recap · what's at stake
You're losing $137.5K every month this stays as-is.
177 products to fix. Dondo runs it in 1 minutes.