PORTFOLIO
drop it MODERN is a wallpaper company offering sustainably-made designer wallcoverings for home and business.
Project Goals
Considered one of the bestselling wallpaper brands at the home goods store, West Elm, the founder of drop it MODERN, Bree Scott, tapped me to help the brand rise to the top of search results. Wallpaper is a saturated niche, but even with high-profile clients like Louis Vuitton, Google, and the Four Seasons, the brand had room to grow on the searchability front.
The brand needed help standing out in the saturated wallpaper niche and reaching more B2B and D2C clients on high-traffic search engines. The goal of this project was to:
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Rank organically on the 1st page of Google for strategic keywords
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Increase the PDP sales conversion rate from organic search
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Maintain a ratio of 2:1 Return on Ad Spend (ROAS) for paid ads
Strategy
The first step in the SEO optimization project was to do keyword research. I dove deep into drop it MODERN's current keywords and compared them with top search results from their ideal clients. I used that information to compile an 18-page SEO report highlighting their keyword opportunities and SEO strategy. I then rewrote over 30 title tags and meta descriptions for the brand's main pages and top-performing PDPs. After seeing great organic results, the founder wanted me to go further and launch their paid ads initiatives. The keyword research from before came in handy as we launched and tested new search and shopping paid ads. The results are still incoming, so far, the average click-through rate (CTR) is 39%.
The Deliverables that Turned Heads
RESULTS
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1st page ranking for "modern wallpaper"
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4% increase in organic keyword rankings
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Average 39.19% CTR on paid ad campaigns
"Top notch! Topaz is a dream to work with."
"She is highly knowledgeable and executed the job with great attention to detail. I am already seeing the results of her work. I highly recommend her to my business associates and look forward to working with her again!"
- Bree Scott, Founder and CEO, drop it MODERN