Case study: Ecommerce SEO - Cushendale Wool

Cushendale Woollen Mills is a long-established Irish brand producing luxury wool products, including blankets, scarves and throws. Known for their craftsmanship, heritage and quality materials, the business already had a strong product offering and loyal customer base.

However, SEO had not historically been a priority. While the brand performed well for branded searches, it was far less visible for broader product-led searches, limiting its ability to attract new customers through organic search. Cushendale wanted to improve search visibility, increase organic sales, and ensure their website was doing justice to the quality of their products.

The brief was clear: build stronger organic foundations, improve rankings for key product areas, and turn increased visibility into measurable commercial growth.

The Approach

We began with a focused SEO audit to understand how the site was currently performing and where the biggest opportunities lay. This allowed us to prioritise actions that would deliver impact quickly, without unnecessary complexity.

Our work focused on three core areas:

SEO audit and prioritisation

We reviewed existing organic performance, site structure and category setup to identify gaps in visibility and areas where search intent was not being fully addressed. This formed the basis of a clear, prioritised optimisation plan.

Category optimisation

We optimised key product categories to better align with how customers search for luxury wool products. This included refining category structure, improving on-page content and strengthening internal linking to ensure important pages were clearly signposted to both users and search engines.

The aim was to move priority categories from page two into page one, where meaningful traffic and sales gains typically occur.

Conversion-focused improvements

Alongside SEO changes, we made targeted on-site improvements designed to increase conversion rates. These changes focused on clarity, relevance and usability, ensuring that visitors arriving from organic search were more likely to engage and purchase.

The Results

Within three months, Cushendale began to see clear improvements across organic performance.

●       Organic traffic increased by over 100% year on year

●       Revenue from organic search grew by more than 80% year on year

●       Period-on-period organic revenue increased by over 150%

●       Average keyword position improved from page two to page one

●       Conversion rate improved by 41% year on year

These results demonstrate that the gains were not driven by visibility alone. Improved rankings, better category alignment and conversion-focused changes worked together to deliver sustained, commercially meaningful growth from organic search which continues to be built upon