RunRug

Runrug, a third-generation family business and global leader in stair runners and hallway runners, approached us with a clear need: elevate organic performance across both the UK and US websites. Despite a strong brand, their SEO fundamentals had been neglected. The UK site in particular had technical issues holding it back, while both markets lacked structured content strategy and visibility for non-branded terms.

With ambitions to dominate across key product categories like hall runners and stair rods, they needed a back-to-basics SEO campaign – grounded in technical integrity and executed with precision.

We took a methodical approach across technical, content, and on-page SEO:

Technical SEO

• Audited the UK site and uncovered a range of structural and legacy issues.
• Delivered clear, actionable recommendations and worked directly with their developers and external agency to implement fixes.

Content & Keyword Research

• Created a foundational content strategy built on real search behaviour.
• Developed topical clusters, with internal linking plans designed to improve crawl depth and authority flow.
• Focused on intent-led content to improve visibility for non-branded search terms.

On-Site Optimisation

• Built a full-page optimisation plan across core category and subcategory pages.
• Measured and refined using reporting cycles and trend monitoring.
• Set the groundwork for a link acquisition phase (launching next quarter).

UK Website
+45% YoY increase in non-branded impressions (June)
Hall runner pages: +26% clicks, +15% impressions within 10 days of going live
Stair runners: average position improved from 20 to 4
Hall runners: improved from position 21 to 14 — in a highly volatile SERP

US Website
+39.6% YoY increase in non-branded impressions (June)
Initial groundwork in place – visibility steadily improving across core terms