How a Leeds homeware retailer tripled organic traffic
A growing online homeware store was stuck on page two for its most valuable product searches. We rebuilt its technical foundations, rewrote its category pages and earned national press links.
The challenge
Search traffic had been flat for 18 months. Filter pages were creating nearly 1,900 duplicate URLs, mobile pages took almost five seconds to load, and most product pages had fewer than 50 words of copy.
The goal
Double organic revenue within a year without increasing ad spend, and rank on page one for the store's top 50 product categories.
The journey, stage by stage
- Stage 1 · Weeks 1 to 2
Audit and discovery
We crawled the whole site, benchmarked five competitors and mapped every category to real search demand.
- Full technical crawl and log review
- Competitor gap analysis on 2,400 keywords
- Priority roadmap agreed with the client
- Stage 2 · Weeks 3 to 8
Technical fixes
We cleaned up indexing and sped the site up so Google could focus on the pages that sell.
- Canonical and noindex rules for filter pages
- Image compression and lazy loading
- Structured data for products and reviews
- Stage 3 · Months 2 to 4
Content that ranks
Our writers rebuilt the pages customers actually land on, matching each one to how people search.
- 180 category and product pages rewritten
- 24 buying guides published
- Internal links added from guides to categories
- Stage 4 · Months 4 to 6
Authority and scale
A data-led PR campaign earned links from national media, pushing key pages into the top three.
- UK home trends survey of 1,000 people
- 31 new links from news and lifestyle sites
- Monthly reporting tied to revenue
The results
Before and after our work, measured in the numbers that matter to the business.
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly organic sessions | 8,400 | 26,200 | +212% |
| Page-one keywords | 41 | 187 | +356% |
| Monthly organic revenue | £21K | £55K | +164% |
| Organic conversion rate | 1.6% | 2.1% | +31% |
We finally rank for the products we actually sell. Organic is now our biggest revenue channel, and we can see exactly what drove it.