Organic search traffic, month 1 → month 7
+742%A curtains and blinds specialist was invisible behind marketplace listings. A room-and-fabric content map took organic traffic up 742% and brought the average primary-keyword position to 5.1.
- Sessions / mo, month 1 → latest
- 410 → 3,452
- Primary keywords ranking
- 82% · 49 of 60
- Avg. position, primary kw
- 5.1
- Conversion rate, m1 → latest
- 1.4% → 2.3%
- Quote requests / mo, m1 → latest
- 14 → 132
The problem
The showroom launched online with a portfolio of made-to-measure work and no indexable content behind it — images, but no specifications and no prices. Marketplaces and classified listings owned every fabric, room and motorisation query in the market, most of them without stocking the product at all.
What we did
We mapped the category the way customers shop it: by room, by fabric, by function — blackout, sheer, thermal, motorised — and by city. Each combination with real search demand got a page with fabric specifications, drop and width guidance, and an installed price range.
Made-to-measure is a local, high-trust purchase, so local SEO ran alongside: Business Profile rebuild, review generation, and service-area pages tied to the showroom entity. Product and local-business schema made the price ranges eligible for rich results.
Forty-nine of sixty primary commercial keywords now rank, at an average position of 5.1 — in a category the marketplaces used to own outright.
SEO strategy for made-to-measure furnishings
Made-to-measure loses to marketplaces for one reason: the marketplace page ranks while the specialist page says nothing. The strategy was to out-specify them on every combination a customer might search.
Map room × fabric × function
Twenty possible combinations, eighteen with real demand. Each got a page with fabric weights, light-block ratings and drop guidance.
Publish the fitted price
Not fabric price per metre — installed price per window, which is the number the customer is actually comparing.
Teach the measurement
Measuring guides capture research-stage searches and pre-qualify the enquiry, so quotes go out right the first time.
Win the showroom search
Local SEO, review velocity and service-area pages, because the final step is almost always a fabric seen in person.
Organic sessions per month, by reporting window
The site launched from zero. Every "before" figure on this page is the first measurable month after launch, not a legacy baseline.
- Long-tail rankings
- Month 3
- Primary keywords on page one
- Month 5
- Engagement
- 7-month engagement
Keyword movement
Room × function coverage matrix
18 of 20 combinations had real search demand. Two did not, so two pages were never built.
Where the growth came from
How it unfolded
- Month 1
Category and demand mapping
Room, fabric, function and city combinations scored for real search demand.
- Month 2–3
Content build
Pages published with fabric specs, measuring guidance and installed price ranges.
- Month 4–5
Local SEO
Business Profile rebuilt, reviews generated, service-area pages tied to the showroom.
- Month 6–7
Schema and conversion
Product and local-business schema deployed; quote flow shortened to three steps.
Where they rank now
Made-to-measure blackout linings with light-block ratings, measuring guide and installed price per window…
Illustrative SERP layout.
The verdict
Made-to-measure is won on specifics. Once the site published fabrics, drops and fitted prices, it stopped losing customers to marketplaces that never stocked the product.
The part we don’t publish
We haven’t shown you the techniques. We’ll take you through them live.
A case study shows the outcome. The method behind it — the keyword architecture, the competitor gaps we exploited, what is working in your niche right now — is the part that is actually worth your time. Book a demo and we will open the live website and walk you through all of it.
No pitch deck, no commitment — a working session on your site and ours.
- The live site, walked throughScreen-shared end to end — what we changed, where, and why it moved.
- The full keyword setEvery term we ranked, with positions, volumes and intent — not a curated five.
- The competitor analysisWhat the incumbents were doing, and the gap we found to get past them.
- What is working in your nicheWhat your own competitors are being rewarded for right now, and which of it would transfer to your site.