RunRug

Runrug is a third-generation family brand leading the stair runner market, but technical issues and a lack of content structure were limiting organic performance across the UK and US. To compete for high-value non-brand searches, they needed a clean, disciplined SEO rebuild that would strengthen foundations and increase category dominance.

We followed a structured approach across technical foundations, content development and on-page optimisation to rebuild Runrug’s organic performance and support long-term category authority in both the UK and US.

Technical SEO

• Reviewed site structure and legacy technical challenges holding back visibility.
• Provided clear implementation direction and collaborated directly with development and agency partners to deliver fixes.

Content & Keyword Strategy

• Built a content plan rooted in real search demand and commercial intent.
• Developed topical clusters with supporting internal linking to strengthen relevance and crawl depth.
• Prioritised intent-led content to expand non-brand visibility and capture new audiences.

On-Page Optimisation

• Delivered structured optimisation across core category and sub-category pages.
• Monitored performance trends and refined based on live data cycles.
• Established groundwork for link acquisition to accelerate authority growth.

Strong early momentum across both UK and US markets, with clear gains in non-brand visibility and core category performance.

UK Website

• +45% YoY increase in non-branded impressions
• Hall runner pages: +26% clicks and +15% impressions within 10 days of optimisation going live
• Stair runners: average position improved from 20 → 4
• Hall runners: moved from position 21 → 14 in a highly competitive SERP

US Website

• +39.6% YoY increase in non-branded impressions
• Foundational improvements in place with steady ranking uplift across priority terms