Fishman’s Fabrics

The Challenge

Although Fishman’s Fabrics had an established reputation, several SEO opportunities limited its organic growth:

• Many product pages contained minimal content.
• Valuable long-tail keywords were not ranking.
• Product pages lacked topical depth.
• Category pages required stronger keyword optimization.
• Revenue relied heavily on branded searches rather than new organic discovery.
• High-value fabric-related searches had significant competition.

The focus became increasing visibility for buyers searching for fabrics rather than customers already familiar with the brand.

SEO Strategy Implemented

1. Product Page Content Expansion

Many product pages previously contained very little descriptive content.

Each month, 5–6 product pages were rewritten with:

• Detailed product descriptions
• Fabric applications
• Material characteristics
• Buying guidance
• Relevant semantic keywords
• Improved internal linking

This created stronger topical authority while helping Google better understand each product.

2. Targeting High-Intent Non-Branded Keywords

The campaign focused heavily on commercial search intent, including:

• upholstery fabric chicago
• fabric store chicago
• mohair fabric
• cotton velvet fabric
• bemberg lining
• textile store chicago
• upholstery fabric chicago
• fabric warehouses in chicago

Rather than relying on branded traffic, the strategy expanded visibility for customers actively searching for fabric products.

3. Continuous Content Publishing

The campaign also included publishing:

• 4 SEO-optimized blogs

These articles targeted informational searches while supporting commercial pages through internal linking and topical relevance.

4. Link Building

To strengthen authority:

• 150 quality SEO backlinks were built.

These links helped improve domain authority while supporting keyword rankings across product and category pages.

Results

Organic Growth

The website experienced substantial growth in new visitors, demonstrating increased visibility beyond existing customers.

Conversion Performance

SEO improvements translated into meaningful customer actions:

The increase in conversions indicates that the additional organic traffic was highly relevant and purchase-oriented.

First-Page Non-Branded Keyword Rankings

One of the campaign’s biggest achievements was ranking numerous competitive non-branded keywords on Google’s first page.

Ranking on page one for multiple competitive fabric-related searches significantly expanded the site’s visibility among customers searching for fabric suppliers.

Why the Campaign Worked

Several factors contributed to these results:

• Consistent expansion of thin product content
• Strong focus on high-intent commercial keywords
• Publishing helpful supporting content
• Strategic internal linking
• Ongoing authority building through backlink acquisition
• Incremental optimization of product pages rather than attempting site-wide changes simultaneously

This phased approach allowed search engines to recognize steady improvements while maintaining content quality.

Next Phase of SEO

The upcoming strategy focuses on further strengthening topical authority and increasing revenue through:

• Expanding additional product page content across the catalog
• Targeting more competitive commercial keywords
• Publishing new educational buying guides and fabric resources
• Continuing high-quality backlink acquisition
• Improving internal linking between related categories and products
• Optimizing additional category pages for broader search coverage
• Enhancing structured data and technical SEO where applicable

Key Results at a Glance

• 44.27% increase in organic traffic
• 46.66% increase in new users
• 175% increase in click-to-call actions
• 90 purchases generated
• $1,230 in tracked revenue
• 150 SEO backlinks built
• 4 optimized blog articles published
• 20+ non-branded keywords ranking on Google’s first page
• Multiple #1 rankings for high-intent fabric-related searches