Fabrics & Papers Case Study

Fabrics & Papers

Luxury interiors brand offering designer wallpapers, fabrics and upholstery

The Situation

Designer fabric, wallpaper and furniture upholstery specialists wanted to regain keyword rankings and traffic after being negatively affected by a Google update.

The Solution

Removed low quality directory links to the site which were impeding the back link profile

Keyword research identified opportunities to rank on page 1 of Google for highly relevant keywords including “designer wallpaper” and “curtain fabric”

Meta data was re-optimised to apply the target keywords to title tags, meta descriptions and headings

Various pages were competing against each other to rank for the same keyword, these pages were re-optimised for various different keywords that were relevant

Removed duplicate content from pages and wrote dynamic copy for brand landing pages to ensure unique and relevant content was on every page

Provided recommendations for Fabrics & Papers developers to resubmit XML Sitemap to Google Webmaster Tools

Ongoing monthly linkbuilding included high authority, diverse and relevant interior blogger outreach

Cmmunity engagement techniques created a natural backlink profile

The Results

  • Many keywords ranked even higher than their original position before the Google Panda update
  • “Designer wallpaper” ranked at position 22 in Google before the Panda update which dropped the keyword down to #81 in Google. In January 2015 “designer wallpaper” ranked at position 9 in Google, 12 places higher than the original ranking
  • “Curtain fabric” ranked #24 but bounced back to rank #7 on page 1 of Google
  • “Statement wallpaper” ranked at position 12 on page 2 of Google before the update but went up to the #1 spot in Google
  • Organic traffic increased by 174% year on year

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