+56% Organic Revenue From Shopify SEO
The Goal
Down & Feather Co. is a Shopify eCommerce store that specializes in creating premium and handcrafted pillows. Down & Feather Co. is solely run by its owner, David Smith, an entrepreneur with 15+ years of experience in the textile industry. While Down & Feather offers highly specialized products, one of its biggest challenges is competing against large retailers in the search results.
Down & Feather Co. partnered with Go Fish Digital to compete with these large retailers. Our goal was to increase monthly organic revenue and improve visibility for revenue-driving queries.
The Strategy
Objective
Down & Feather Co.’s target audience is anyone looking to buy pillows, comforters, or feather beds. Unlike big box stores, they carry a very small inventory to focus on providing luxury products that are premium quality and have higher price points. Their flagship products include their Snuggle Soft down pillows and Original Feather Pillow.
Our SEO strategy was to establish Down & Feather Co. as the topical expert in their industry. We believed we could outcompete these larger enterprises by establishing the site’s expertise and dedication to quality for its niche products.
Our SEO strategy was broken into three pillars:
- Optimizing product and category pages
- Increasing topical authority through the creation of new informational content
- Improving the overall site UX
Execution
Go Fish Digital developed a strategy to use three core pillars to enhance Down & Feather Co.’s eCommerce SEO visibility:
1. Optimizing Revenue Driving Pages
Throughout 2023, one of our biggest focuses was optimizing revenue-driving category pages. These pages were mapped to high-value key queries such as “down pillows” and “feather pillows” that would have a strong likelihood of conversion.
To do this, we added new expert-level content to product and category pages, introducing a new section of content on all collections pages:
We also built new and optimized FAQ content at the bottom of the page. This allowed us to improve a category page’s relevance to the query and answer common user questions.
We then utilized these FAQs as an opportunity for cross-category internal linking.
2. Topical Authority Establishment
To build topical authority for Down & Feather Co., we established a content library of educational resources. This includes pillow buying guides, sleep style advice, material construction, and more.
We advised on on-page changes such as metadata, heading elements, overlapping sections, consolidation opportunities, and more.
We also supported the creation of new long-form content, such as the “Ultimate Guide to Feather Pillows.” Throughout this process, we took about 15 pages of content David had previously written and consolidated them to emulate content on top-ranking pages.
To further enhance E-E-A-T, we recommended that David create an author bio page to ensure that his product expertise was highlighted at scale.
3. User Experience Improvement
Go Fish Digital’s development team redesigned and rebuilt Down & Feather Co.’s Shopify site. Key initiatives included:
- Product catalog consolidation (removed cannibalizing content)
- Added reviews & “Related Products” links to product pages
- Revised site navigation
- Faster site performance
- Improved shopping experience
This also included dramatic improvements to the product page UX:
Before:
After:
Another competitive advantage was the simplicity and fast performance of Down & Feather Co.’s website. We believe that Google is rewarding faster eCommerce sites that are easier to crawl and that don’t rely on heavy JavaScript implementation.
We were able to help Down & Feather Co. maintain strong site performance and Core Web Vitals:
The Results
Down & Feather Co.’s SEO strategy saw extremely strong results.
Starting in September 2023, first-page visibility increased dramatically. Compared to February 2023, this was an 80% improvement in first-page ranking.
Overall organic revenue has improved by 56% as a result of these SEO strategies.
When overlaying our visibility with algorithm updates, we see that every single Google Core Update benefitted Down & Feather Co. This data let us know that we had a winning strategy.
This resulted in impressive individual query wins. Down & Feather Co. has now claimed the top 3 positions for many revenue-driving queries.
Notable improvements included:
- down pillows (18,000 MSV): #18 to #1
- feather pillows (12,000 MSV): #9 to #1
- feather bed (2,900 MSV): #12 to #1
- goose down pillows (8,100 MSV): #12 to #1
- feather mattress (1,300 MSV): #9 to #2
This improved visibility has led to exceptional growth in clicks and impressions. When comparing April 2024 to April 2023, clicks have improved 38%, and impressions have improved 54%.
Down & Feather Co.‘s success proves that a small business can compete with much larger brands in search. While most sites fear competing with the Amazons of the world, Down & Feather Co. has been able to utilize strengths that big brands don’t have: an in-house content expert, superior product quality, and the freedom to maintain a simplified website.
As a result, a one-person specialty Shopify site is outperformed the biggest brands in eCommerce.
