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.