The story
Denise supplies mobility and home-health equipment. Her customers are rarely the end user; they are caregivers and family members buying against a very specific set of constraints — a weight capacity, a doorway width, a bathroom layout, an insurance code.
Her catalog carried manufacturer model numbers and a paragraph of manufacturer copy. The constraints buyers search on — capacity in pounds, seat width in inches, folded dimensions, certification — were in a spec sheet PDF nobody indexed.
She moved the specifications into the product text, published the compatibility questions as FAQ schema, and optimized the category pages against the terms caregivers use rather than the terms manufacturers use. The searches were highly specific and, once matched, highly likely to convert.