Timber & Steel Furniture — DTC E-Commerce

Scaling a niche luxury furniture brand to compete against national giants by capturing high-intent, long-tail product searches.

Location: National USA · Timeframe: 12 Months

• Traffic: +640%
• Revenue: $1.2M
• ROI: 22x

The Challenge

Timber & Steel was being outranked by Wayfair and Amazon on every broad search term. Their Shopify architecture was fundamentally flawed, causing massive duplicate content issues and crawl-budget waste.

The Strategy

• Overhauled the Shopify technical architecture, implementing strict canonical tags and fixing faceted navigation crawl traps.
• Shifted keyword strategy from broad terms ("wood table") to lucrative long-tail ("custom live edge walnut dining table").
• Deployed a national digital PR campaign securing placements and high-DR backlinks in major interior design publications.
• Implemented Schema markup for Products, Reviews, and Breadcrumbs.

The Results

The pivot to high-intent long-tail keywords resulted in a 640% increase in non-branded organic traffic. Because these users knew exactly what they wanted, the conversion rate skyrocketed, generating an additional $1.2M in top-line organic revenue over 12 months.