The Situation

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

Organic traffic increased by 174% year on year

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 and a variety of community engagement techniques to create 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

“ThoughtShift has delivered a SEO campaign with an honest approach and open dialogue. Working on this campaign with ThoughtShift has not only increased our understanding of search engine marketing, but also increased organic traffic 174% year on year and gained page 1 rankings for keywords like “designer wallpaper” and “curtain fabric”

Amy Gaskell, Digital Marketing Manager, Fabrics & Papers