Foam and Covers

12-Month SEO Case Study: 211% Traffic Growth & Page 1 Rankings Against Amazon & Etsy

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user interface design
user experience design
site build
maintenance

Client: Foam and Covers. A bespoke cushion and upholstery business specialising in high-quality, made-to-measure foam products.

Objective: Increase national organic visibility. Improve keyword rankings across key product categories. Boost organic traffic and conversions.

The Results at a Glance:

📈 211% Increase in Organic Traffic – from 1,036 to 3,221 visitors per month
🔍 Organic Keyword Growth – from 516 to 1,419 total ranking keywords
🏆 Top 3 Rankings for 12 Tracked Keywords – with 6 in the Top 3 and 3 at Position 1
📊 Massive Ranking Improvements – Some keywords jumped 57 places (Page 6 → Page 1)
🔗 Over 100 New Backlinks Acquired

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colour palette

#0C2D3D
#FCF0DB
#E51D3B

Foam and Covers uses a deep navy (#0C2D3D) as a foundation, complemented by a soft cream (#FCF0DB) to create a warm and inviting aesthetic. The bold red accent (#E51D3B) adds a touch of vibrancy, reinforcing the brand’s passion for bespoke craftsmanship while maintaining a sense of trust and quality.

🌍 The Strategy That Made It Happen

Content & Keyword Optimization

We optimized key product and category pages for primary and secondary keywords, ensuring every page was fully optimized for both user intent and search engines. By refining meta titles, descriptions, headings, and image alt tags, we strengthened rankings for competitive terms.

National SEO Expansion

Foam and Covers needed to rank across the UK, not just in local searches. We strategically targeted broad national queries, making sure product pages were optimized for high-volume, transactional searches.

Backlink Acquisition & Authority Growth

To increase domain authority, we built over 100 new backlinks from relevant, high-quality sources, strengthening Foam and Covers’ position in organic search. This helped improve overall site credibility and keyword rankings.

Ongoing SEO Growth

We implemented a continuous SEO strategy, including regular content updates, backlink acquisition, and technical SEO improvements. By analyzing search trends, tracking rankings, and refining keyword strategies, we ensured sustained growth. This long-term approach secured higher engagement, more leads, and stronger visibility in competitive national search results.

🏆 Competing with Industry Giants: How Foam and Covers Outranked Amazon, Etsy & Dunelm

Foam and Covers operates in a highly competitive space, where major e-commerce brands like Amazon, Etsy, and Dunelm dominate Page 1 of Google. Breaking into national search rankings against these giants is no easy feat—but in just 12 months, our SEO strategy propelled them to multiple Position 1 rankings.

Many national SEO campaigns take 12-18 months to generate significant results, but our focused approach delivered:

✅ 211% increase in organic traffic (from 1,036 to 3,221 monthly visitors)
✅ 175% growth in organic keywords (from 516 to 1,419)
✅ 3 keywords ranking at Position 1 & 6 in the Top 3
✅ Top 10 keywords moving up by as much as 57 places (Page 6 → Page 1)
✅ Over 100 high-quality backlinks acquired to build site authority

📊 Why This SEO Strategy Worked So Well

📌 Targeting Transactional Keywords, Not Just High Volume

Instead of chasing broad, high-competition terms, we focused on high-intent, purchase-ready keywords directly related to Foam and Covers’ products. This ensured not only better rankings but also higher conversion potential.

📌 Authority-Building to Compete with Big Brands

We secured 100+ high-authority backlinks from relevant industry sources, boosting Foam and Covers’ credibility and trust in Google’s eyes. This played a key role in helping them outrank e-commerce giants in competitive search results.

📌 Strategic Internal Linking & Technical SEO Improvements

By refining internal linking, optimizing category and product pages, and ensuring technical SEO best practices, we made the site more accessible to both users and search engines, further improving rankings.

Ready to Outrank Your Biggest Competitors?

If your business is struggling to compete against industry giants in organic search, our national SEO strategy can help you dominate your market in just 12 months. Let’s chat about how we can achieve similar results for you!

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