B2C Ecommerce SEO SEO

Hemming & Wills

SEO Growth for Reclaimed Furniture Brand

hemmingandwills.co.uk

Page 1

0%

Increase in keywords on page one.

0%

Increase in non-branded users.

0% MoM

Increase in organic taffic.

Executive Summary

Client Overview

Hemming & Wills is a UK-based reclaimed furniture company specialising in handcrafted, sustainable pieces for homes and businesses. They combine modern design with reclaimed materials to create unique, eco-friendly furniture. They have a commitment to sustainability and quality craftsmanship.

Main Challenge

The main challenge was a limited site structure that restricted visibility for long-tail keywords. Without clear category pages or optimised content, the website struggled to rank for key reclaimed furniture terms, limiting organic growth and reducing opportunities to capture high-intent search traffic.

Services Provided

Comprehensive SEO support including technical optimisation, keyword research, content strategy, and link building. The focus was on improving website structure, enhancing user experience, and increasing authority across reclaimed furniture keywords to drive sustainable organic growth and boost overall online visibility.

Key Results

Significant improvements in keyword rankings, organic traffic and overall site visibility. The introduction of new category pages and targeted SEO enhancements helped the brand capture long-tail search opportunities, attract more qualified visitors and strengthen its authority in the reclaimed furniture market.

About the Client

Hemming & Wills partnered with Fly High Media to enhance their online visibility and organic search performance. As a leading reclaimed furniture brand, they wanted to reach more customers looking for sustainable and handcrafted furniture online. The goal was to improve keyword rankings, drive quality traffic and showcase their eco-friendly offering to a wider audience.

Fly High Media developed and implemented a tailored SEO strategy designed to strengthen Hemming & Wills’ digital presence. Through ongoing optimisation, content improvements and technical SEO enhancements, the partnership delivered measurable growth in organic visibility and traffic, helping the brand attract more customers and reinforce its position in the reclaimed furniture market.

Objectives.

Hemming & Wills aimed to increase their organic visibility and attract more qualified traffic to their website. They wanted to reach customers searching for sustainable and reclaimed furniture while strengthening their brand authority in a competitive online market. The key objectives were to improve keyword rankings, boost organic conversions and grow overall online presence.

Challenges.

One of the main challenges was the lack of category structure on the website, which limited the ability to rank for valuable long-tail keywords. This made it harder for potential customers to discover specific reclaimed furniture pieces through search. Combined with strong competition in the furniture industry, the website needed strategic SEO improvements to enhance visibility and performance.

Strategy.

We worked closely with Hemming & Wills team, holding regular meetings to discuss updates and progress throughout the project.

Initial SEO Onboarding Meeting

An in-depth onboarding session was held to understand business goals, target customers and core products. This collaborative discussion helped outline key objectives, define success metrics and identify priority areas for improvement, setting a strong foundation for a focused and effective SEO strategy.

Competitor and Keyword Research

Extensive research was carried out to analyse competitors and uncover valuable keyword opportunities. This process revealed gaps in the market and high-intent search terms related to reclaimed furniture, guiding a strategy that targeted both broad and long-tail keywords to maximise organic visibility.

Navigation and Technical Implementations

The website structure was refined to include clearer category pages that improved navigation and search relevance. Technical enhancements such as metadata optimisation, internal linking and performance improvements were implemented to support better crawlability, stronger rankings and an enhanced user experience.

Our Solution.

The strategy centred on creating a strong foundation for long-term organic growth. It focused on understanding the client’s goals, analysing market opportunities and developing a clear SEO roadmap. This approach ensured every action was aligned with improving visibility, increasing traffic and supporting sustainable online performance.

From these sessions, we created an in-depth SEO strategy that covered:

Created content for both awareness and conversion-focused audiences.
Improved UX on product and category pages to increase engagement.
Secured blogger links to build authority and boost keyword rankings.

Added 120+ categories to target long-tail keywords.
Strengthened topical authority around reclaimed furniture.
Collaborated with PPC and social teams for aligned strategy.

Navigation Changes.

We developed a full new navigation redesign, focusing on long-tail keywords and categories.

The Result.

We achieved outstanding results for Hemming & Wills, including category performance improvements and organic revenue.

108%

Increase in keywords on page one.

25%

Increase in non-branded users.

377%

Increase in organic traffic.

100+

Backlinks gained (average DR of 40)

Conclusion.

The SEO strategy delivered strong improvements in organic visibility, traffic and keyword rankings for Hemming & Wills. By refining site structure, enhancing content and strengthening authority, the brand achieved sustainable growth online, reaching more customers searching for reclaimed furniture and solidifying its position in the sustainable furniture market.

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