At the outset, the site presented several key areas for improvement that were limiting its ability to capture organic demand. There was a lack of helpful, informative content aligned to what target audiences were actively searching for, such as guidance on the benefits of silk, how to choose silk bedding, and seasonal product considerations. In addition, the product collection depth was limited, with many relevant themes and keyword opportunities not supported by dedicated pages. There was also no formal keyword targeting strategy in place, meaning that content and product pages were not consistently aligned with user search intent. As a result, Gingerlily was not fully capturing demand, particularly for high-intent searches related to silk bedding benefits, comparison queries, and specific product variants.
To unlock this demand and to strengthen overall organic performance, we implemented a series of strategic improvements across the site. This included optimising key collection pages to give core product categories — such as silk bed linen, silk-filled duvets, silk nightwear, and home furnishings — clear, search-friendly structure and content that closely aligned with user intent. We also created new, dedicated pages to target search terms where intent differed from the main product offerings, including individual collections and thematic product lines such as seasonal duvet ranges and silk travel accessories. Alongside this, we enhanced the internal linking structure to improve how users and search engines discover related products and content, strengthening crawl-ability and supporting more effective distribution of authority across the site.
- The site saw substantial year-on-year lifts in organic revenue in key markets with the UK up +105.58% and the US up +163.02%.
- These revenue gains were driven by improved organic visibility for priority terms.
- Strategic collection optimisation and new pages helped the brand capture a wider range of search demand, directly aligning content and product pages to what users are looking for when they search for silk bedding, silk nightwear and other luxury silk items.
