The story
Sami runs an office and workplace supply business. A large part of his revenue is consumables, and consumables are searched in exactly one way: somebody types the model of the machine that ran out.
His listings carried cartridge codes and yields, which is how manufacturers catalogue them. The printer models each cartridge fits — the actual query — were in a compatibility list that lived in a tab and was never indexed.
Publishing the compatible machine list as page text, clustering the code and model vocabulary, and building model-led collection pages meant the reorder search finally landed on the right consumable, which is how standing accounts start.