Tarp retailer grows organic revenue 284% in 8 months

The challenge

The client's highest-volume keyword, "tarps," already ranked #2 — but routed to a generic discount collection page instead of a proper category landing page, leaving conversion potential on the table. The site also had unresolved Core Web Vitals issues suppressing rankings across dozens of secondary keywords.

The strategy

• Built a root/outer/core topical map covering every tarp use case and buyer segment
• Restructured the primary category page to match commercial search intent
• Fixed Core Web Vitals issues across the top 50 landing pages
• Built 24 new cluster pages targeting specific use-case and material keywords
• Ran a targeted digital PR campaign for backlinks from outdoor and construction publications

The result

Within 8 months, organic traffic grew 317% and organic revenue grew 284%. The primary "tarps" keyword moved from #2 to #1, now routing to a properly optimised category page that converts at a significantly higher rate than the previous discount page.