Increasing Conversions by 26% For National Carpet & Flooring Brand

Lazy Carpets saw a 39% increase in organic sessions and a 26% uplift in conversions after a complete technical and content SEO overhaul.

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The Client

Lazy Carpets

The Industry

Ecommerce

Working with Lazy Carpets has been a breath of fresh air. Working alongside their responsive internal team has meant we can implement our suggestions quicker and see performance improvements as a result in such a short space of time.

Jay Price

Increase in Organic Traffic

+ 0 %

Increase in Conversions

+ 0 %

Increase in Organic Clicks

+ 0 %

The Challenge

Lazy Carpets approached us looking to generate more sales from their website, which had been underperforming in organic search. The site suffered from technical issues such as crawl inefficiencies, duplicate pages competing for the same keywords, and poor keyword targeting. This limited visibility in local areas and held back conversions.

Our Strategy

We carried out a complete technical and content overhaul to unlock the site’s organic potential:

Google Search Console & Technical Audits
- Removed 404 errors and non-indexable pages
- Blocked unnecessary product variations via robots.txt
- Fixed XML sitemap issues and ensured all indexable pages were crawlable
Keyword Research & Mapping
- Assigned primary keywords to existing pages to eliminate cannibalisation
- Created a new Warrington location page and planned further expansions (Chester, Carlisle, St Helens, Stockport, etc.)
- Improved crossover between PPC and SEO campaigns to increase ROI
On-Page Optimisation
- Updated meta titles and descriptions to target local keywords
- Improved internal linking across location pages
- Added location schema markup to physical location pages
Local SEO Improvements
- Optimised and expanded Google Business Profiles
- Updated service categories, added photography, and connected listings to relevant landing pages
- Developed a plan to improve review scores on key profiles such as Sheffield and Glasgow

The Results

Within just three months, Lazy Carpets saw dramatic gains in their organic performance:

+39% increase in organic sessions YoY (June 2023 vs June 2024)
+26% increase in conversions YoY
+17% uplift in organic clicks YoY

These results directly translated into more enquiries and measurable revenue growth from organic search, allowing Lazy Carpets to scale their business with confidence.

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