SEO & Link Building Case Study
How the Luxury Home Decor Brand Increased Conversions by 80% in 6 Months
80%
increase in conversions (Form Submissions, Quote Requests, Trade Account Clicks)
100%
increase in overall sessions
330%
increase in organic Shopping traffic
Challenge: Rebuilding Trust and Performance in a Competitive Luxury Niche
Our client is an artisanal producer of custom fireplace screens and decorative metalwork. The brand operates in a highly competitive space dominated by major ecommerce retailers, like Amazon, West Elm, etc. They transitioned from another SEO partner whose performance was ultimately mediocre.
Preliminary keyword analysis revealed a lot of “dead weight” on the site in the form of uninspired, thin blog content written by the former partner that was not ranking poorly.
They have a narrow niche audience (designers, tradespeople, interior decorators) who shop for relevant products in a unique way. Primary conversions are inquiries and trade account sign ups, with direct sales taking a back seat.
Conversions are primarily trade account sign-ups and inquiry-based, not direct purchases. The bespoke nature of the products also meant prices were not listed, limiting eligibility for Google Shopping visibility.
Client expected/required to see results in a short time to justify the need for SEO; already dubious of the usefulness.
To justify continued investment, the client required measurable results within a short timeframe.
Conversion SEO Strategy
Solution: Strategic Technical Foundation + High-Intent Search Alignment
Our team started with technical SEO. We ensured the website was sound from a technical point of view before focusing on on-page content.
Technical improvements included:
- Cleaning up dead links
- Restructuring headings
- Improving internal linking
- Generating optimized ALT text across thousands of product images
From there, we shifted focus toward thematic clusters and high-intent search terms that are most relevant to the company: luxury, custom, artisan, etc. We tackled content based on apparent clusters or silos, recognizing pages/posts that were already ranking well and leveraging their performance. For example, the luxury brand has a line of butterfly-themed products that were performing well but could do better with further optimization.
This formed the basis for future strategies and coordinated efforts to batch content based on motif-based collections such as leaf, dragonfly, and minimalist lines.
Next, we prioritized building out product collection pages based on SERP analysis while refining single product pages to appear in Shopping Product Feeds by addressing limitations imposed by the nature of the product.
For example:
- How can a product be a candidate for a Shopping Feed if it doesn’t have an associated price?
- Does Google see it as a product at all? We added a “Starting At X” line in the product description to address this.
This allowed Google to recognize the pages as viable product candidates while preserving the bespoke sales model.
Link-building efforts were synchronized with on-page improvements to strengthen authority and topical relevance.
01Technical SEO That Enabled Growth
We rebuilt the site’s technical integrity first, ensuring clean architecture, structured headings, improved crawlability, and optimized imagery.
02 High-Intent Luxury Keyword Targeting
We focused on high-value terms aligned with luxury buyers and trades people. Rankings improved across competitive phrases, including “fireplace screens,” “decorative fireplace screens,” and more.
03Motif-Based Content Clustering
By identifying strong collections such as butterfly designs, we expanded and optimized related product and collection pages. This clustering increased visibility across related themes.
04 Integrated Link Building to Support Authority
Between August and December 2025, 15 high-quality links were built with an average Domain Authority of 54, Core URLs such as: /collections/all-fireplace-screens, /collections/wall-sculpture and /products/butterfly-fire-screen. These were prioritized to reinforce commercial visibility. During this period, Domain Rating improved from 15 to 20, and average referring domain quality increased
Final Results:
The following are results of the first 6 months working together, comparing to the previous period (July–December 2025 vs July–December 2025):
Conversions increased 80%
- 33% increase specifically in organic search
- 330% increase in organic shopping
- 42% increase in total event counts
- 80% increase in conversions (Form Submission, Request Quote Button Click, & Trade Account Button Click)
- Steady engagement rates
Core collection pages saw significant gains, such as:
- Fireplace screens
- Collection pages
- Key product pages
The /all-fireplace-screens/ page grew 90% (592 → 1,125 users), while /wall-sculptures/ increased 1,200% (8 → 103 users). The homepage also improved 18% (601 → 708 users), showing broad brand lift.
| Page | Jan –Jun 2025 | Jul – Dec 2025 | Difference |
| /all-fireplace-screens/ | 592 | 1125 | +90% |
| /wall-sculptures/ | 8 | 103 | +1200% |
| /butterfly-fire-screen/ | 86 | 88 | +2% |
| /butterfly-wall-sculpture…/ | 95 | 145 | +52% |
| /lighting/ | 21 | 28 | +33% |
| /mirrors/ | 21 | 16 | -24% |
| homepage | 601 | 708 | +18% |
| TOTALS | 3961 | 2489 | +40% |
Total event counts increased 42%
Conversion-focused engagement rose alongside traffic. Total event counts increased 42%, and tracked conversions, including form submissions, quote requests, and trade account clicks, grew 80% over the same period.
Impressions increased 33%
We saw 33% increase in impressions across all queries and 25% impressions increase for “fire” phrases.
Ranking improvements across competitive phrases such as:
- “fireplace screens” (Position 20 → 6)
- “decorative fireplace screens” (17 → 2)
- “modern fireplace screens” (12 → 2)
Keyword | Monthly Search Volume | Jul 2025 | Jan 2026 | Change |
fireplace screens | 8100 | 20 | 6 | +14 |
butterfly wall art | 2400 | 41 | 4 | +37 |
decorative fireplace screens | 1300 | 17 | 2 | +15 |
metal butterfly wall art | 590 | 16 | 2 | +14 |
gold fireplace screen | 1000 | 12 | 10 | +2 |
modern fireplace screens | 260 | 12 | 2 | +10 |
butterfly sculpture | 390 | 33 | 4 | +29 |
fire screens | 390 | 24 | 11 | +13 |
ornate fireplace screen | 70 | 50 | 8 | +42 |
mirror decor for dining room | 30 | 23 | 7 | +16 |
+ The Link Building Program
To support technical improvements and on-page optimization, we launched a focused link-building initiative between August and December 2025.
During this period:
- 15 high-quality links were secured
- Average Domain Authority across placements: 54
Rather than dispersing authority broadly, we concentrated efforts on commercially valuable and high-intent URLs, including:
- /collections/all-fireplace-screens
- /collections/wall-sculpture
- /products/butterfly-fire-screen
These placements were selected to strengthen visibility for priority collections and high-performing product pages. This way, we reinforced ranking improvements and traffic growth.
The goal was not link volume alone, but strategic authority building around the pages most likely to drive trade inquiries and account sign-ups.
| Metrics | Aug. 2025 | Dec. 2025 |
Domain Authority (Moz) | 17 | 18 |
Domain Rating (Ahrefs) | 15 | 20 |
Total Backlinks | 1,283 | 1,082 |
Referring Domains* | 226 | 178 |
Average Domain Rating | 13 | 18 |
Strategic Impact
Brands need technical stabilization, high-intent keyword alignment and content strategy, and coordinated link-building. Luckily, this brand gained a first-mover advantage.
Thanks to our partnership, account sign-ups and revenue conversations increased. And traffic increased in the right areas: collection pages, key product pages, and inquiry pathways. This foundation positions the luxury brand to compete more aggressively within the luxury fireplace market.
/ Testimonials
What our customers say
reviewed on
30 reviews
Too much content, not enough results?
We helped this client consolidate, rank, and dominate—see what we can do for you.
