Sec. 03 — The prototype
The store-page generator
You already serve the data as JSON. This prototype turns a store into the indexable page it should have: unique H1 and title, hours, departments, and LocalBusiness schema. Pick a store.
Prototype — three sample Michigan stores; the generator runs against all 268 active stores in /stores/. Hours/departments are representative placeholders the real build pulls from store data.
The plan
Stores
- Store-page template + Troy prototype live
- Generate 268 pages from /stores JSON with LocalBusiness schema
- Add them to the sitemap, submit in Search Console
Categories
- 301 the 41 “-1/-2” duplicates to clean slugs
- Metadata generator: unique title + description + intro copy
- Product/Offer JSON-LD on PDPs
Signals
- Real lastmod values in the sitemap
- Scrub Demandware rules from robots.txt
- GSC watch: “dunham's + city”, “near me”, brand queries
Method & scope
Findings are from public data pulled Sep 19, 2026: the /store-locator page and /stores/ JSON, the category sitemaps and sampled category/PDP source, robots.txt, and a Lighthouse mobile audit. The generator is a design prototype; hours and departments shown are representative placeholders — the production build reads them from store data and any Google Business Profile the store already has. I'm not affiliated with Dunham's; this is an independent review to show how I'd approach the SEO & SEM Specialist role, on-site in Troy. SEM I know from Google certification and coupon-tracked campaigns; your SEM partner keeps the media, I keep the strategy honest.