Ecommerce SEO for a Home Decor Retailer
Home decor ecommerce SEO case study: rebuilt a Shopify decor retailer around room + style intent to grow organic revenue.
Marlow & Fern
A Nashville based home furnishing and decor retailer on Shopify selling curated decor across price points. Strong Instagram presence, weak organic contribution to revenue.
Industry
Home Decor Retailer
Focus
E-commerce & Retail SEO
The Challenge
Shopify collections were unstructured, product pages had duplicate copy across colour variants, and there was no content targeting room + style intent.
Marlow & Fern
Every organic session cost more than it earned, because the pages weren't ranking for buying intent.
The Strategy
Restructured collections around rooms + styles
Rebuilt collection architecture around actual buyer intent (living room, entryway, coastal, mid-century) instead of pure product categories.
Fixed product-variant duplication
Cleaned up variant handling and shipped unique product copy so Shopify stopped competing with itself for the same colourway.
Built room-styling content
Shipped room-styling guides matched to specific collections with contextual product links, not decorative sidebars.
Tightened Core Web Vitals on product pages
Reduced product page weight and deferred non-critical scripts so mobile speed stopped dragging rankings down.
Old collections
Marlow & Fern
- —Vases
- —Lighting
- —Wall art
- —Cushions
New collections
Marlow & Fern
- ✓Living room
- ✓Entryway
- ✓Coastal style
- ✓Mid-century style
Collection restructure - ILLUSTRATIVE Shopify collections rebuilt around rooms and styles instead of pure product categories.
Keyword Movement
| Keyword | Before |
|---|---|
| coastal living room decor | #34 |
| mid century entryway ideas | not ranked |
| modern farmhouse wall art | #28 |
| small apartment decor ideas | #22 |
Representative results based on comparable engagements.
A viral pin dumped low-intent traffic that tanked my conversion metric.
A single trending piece of content dumped thousands of low-intent visitors and dragged conversion rate down for six weeks. I segmented reporting so I tracked commercial-intent organic separately, and the true trend became visible again.
Organic finally pulls its weight next to social. It's now our lowest-CAC channel across the year.
Client name changed for privacy.
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What happens next
Typical engagement: 4-6 months. First deliverable in week 1: a full ecommerce SEO audit (category / collection / product / technical) with a prioritised revenue-impact plan.