66% Increase in organic traffic for national fabric retailer

A leading national retailer of upholstery fabrics approached us to help improve their organic search visibility and increase qualified traffic.

Despite strong product offerings, the site was underperforming in search due to a range of technical and content challenges.

Goals

• Improve site health and crawl efficiency
• Build topical authority in key fabric categories
• Attract high-quality backlinks to compete with larger players

Our Approach

Technical SEO Fixes

We began with a deep technical audit, addressing issues around crawl waste, duplicate content, broken internal links, and inconsistent canonicals. We also implemented structured data and improved site speed—key factors for both users and search engines.

Creative Content Strategy

Next, we rolled out a content plan focused on capturing both early-stage and bottom-funnel search intent. This included:

• Guides on choosing the right fabrics for various projects
• Comparison pages for materials, textures, and finishes
• Seasonal trend features aligned with editorial and retail calendars

Each piece was mapped to core commercial categories, helping search engines understand the depth and relevance of the retailer’s offering.

Digital PR

We ran a targeted digital PR campaign and outreach strategy to build authority. Highlights included:

• Securing placements in interior design blogs and trade publications
• Creating linkable assets like a “Fabric Finder” quiz and a trend lookbook
• Reclaiming unlinked brand mentions and optimizing supplier links

The Results

Within 6 months, the site saw:

• 66% increase in organic traffic
• 220% growth in ranking keywords for fabric-related terms