SEO Case Study
178%
Increase In Organic Search Revenue
+ more
Before Break The Web
clé tile, a leader in high-end, artisan-crafted tiles, had recently completed a platform migration from Magento to Shopify, expecting improved performance across the board. But instead of progress, they saw a steep decline in organic visibility.
Key category and product pages, like “cement tile” and “terrazzo tile,” dropped off page one, causing a noticeable hit to qualified traffic and sales.
The brand’s SEO had previously been managed by a full-service agency, but lackluster execution left behind technical issues, missed content opportunities, and bloated site architecture. With weak internal linking, hundreds of duplicate URLs, and keyword gaps in critical areas, clé’s search presence no longer reflected their reputation in the luxury artisan tile space.
Break The Web was brought in to help restore and elevate that presence.
The goal: rebuild non-branded organic visibility, reclaim lost rankings for commercial-intent terms, and drive the right kind of traffic to clé’s collections.
Some call it magic, we call it strategy.
HOW WE DROVE ECOMMERCE SUCCESS
Keyword/Opportunity Research
to understand clé's current SEO performance, identify new organic key opportunities at specific search intent, and define a strategy targeting improving search traffic.
Collection Page (PLP) Optimization
to ensure the primary product page has the necessary components to actively compete, engage users, gain organic visibility, and drive conversions + revenue.
Content Strategy & Development
to determine the most relevant content topics and build campaigns that resonate with the brand’s target customer persona in artisan home decor.
On-Page SEO
to balance great UX + brand voice, with SEO optimizations focused on user-intent, paired with trust signals and Rich Results to match.
Link Building / Digital PR
in architectural, home design and home improvement specific publications to drive links and traffic, build thematic trust, and improve off-page SEO.
Merchant Center Optimization
Optimized clé's Merchant Center & Shopify Product Feed for maximum visibility in Google Shopping & Free Listings.
Technical SEO Auditing
to locate potential backend issues that might cause search crawling errors and negatively impact clé's performance + visibility in search.
Competitive Analysis
that locates organic search keywords on both transactional & content intent in the artisan tile industry.
Expert Information Architecture
and overhaul of the information layout and how products and collections integrate to eliminate redundancy and spread SEO equity around the website.
THE SEO RESULTS
Increase in organic search REVENUE
Increase in organic search sessions
INCREASE IN ORGANIC CONVERSIONS
INCREASE IN SEARCH CLICKS
Month-over-month, clé tile has steadily reclaimed and expanded its organic search footprint, without compromising the elevated brand experience that defines the site.
Through a layered SEO strategy blending technical cleanup, thoughtful content planning, and brand-forward execution, clé saw meaningful gains across revenue, visibility, and conversions.
Break The Web helped launch an SEO-driven content marketing program from scratch, supported by strategic keyword targeting across collections, digital PR to build web mentions & links, and smart internal linking, all while maintaining the integrity of clé’s user experience and editorial voice.
The result: stronger positioning across high-intent commercial terms, more qualified organic traffic, and a well-structured foundation for long-term SEO growth.
THE OUTCOMES
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