Linen House is one of Australia's most recognised homewares brands, with products stocked in major retailers nationwide. But their direct-to-consumer Shopify store was being outranked by resellers and competitors on their own product category terms.
Despite strong brand recognition offline, their organic search visibility didn't match. Key product categories like "linen quilt covers" and "Australian bedding online" were dominated by marketplace competitors with deeper SEO foundations. Potential customers were searching for Linen House products — and buying from someone else.
Outranked by resellers on own product terms
Dominant across all product categories
Thin category pages Google couldn't differentiate
Rich buying guides winning featured snippets
Organic revenue flatlined
600% revenue growth in 12 months
Category Architecture
Rebuilt collection pages with unique, keyword-rich content that positioned each category as a buying guide — not just a product grid.
Product Schema
Implemented comprehensive Product, Review, and FAQ schema across all SKUs to win rich snippets in search results.
Content-Led Links
Created seasonal style guides and trend reports that earned natural editorial links from Australian lifestyle publications.
Within six months, Linen House's organic traffic had more than doubled. But the real story was revenue — organic channel revenue grew 600% as we captured high-intent commercial searches that previously went to competitors.
The improved schema implementation won them rich product snippets across hundreds of search queries, increasing click-through rates by over 40%.