E-commerce retainer, scope depends on catalogue size • Current North SEO pricing, see Buy Services
1800GetARug.com sells rugs online across the United States - a category with big, established retailers, marketplaces and thousands of product pages competing for every query. The client wanted better organic visibility and a stronger local presence, and needed the groundwork done properly before scaling up content and links.
When we started, the site had no organized keyword base, no brief system for its writers and developers, and a thin link profile. The Google Maps presence was minimal for a business that also serves customers in person.
This engagement was about building the foundation the later link-building campaign would stand on. We collected the initial keyword set for the site, then added twelve more priority groups as the strategy developed - category terms, material and style terms, and the long-tail questions that lead to purchases. We analysed the link profiles of the main competitors to understand where their authority came from and which sources were realistic for a mid-sized retailer.
From that research we produced working documents rather than a report: SEO briefs for the copywriters with keywords, structure and intent for each page; recommendations and technical specifications for the developer, designer and project manager; and a monthly plan for links.
Link work started immediately alongside the research. We placed one to two article links per month on quality resources in home and interior niches, built twenty crowd links manually in relevant communities, and optimized and promoted the business on Google Maps so local searches in its service area would surface the store. Every brief we handed over was written so the client's team could execute without further explanation, and we reviewed the pages once they were published.
The retailer came out of the engagement with a keyword map covering its whole catalogue, a working brief system for content and development, a stronger and cleaner link profile, and a Google Business Profile that was actually competing locally. The outreach link-building phase that followed is documented in the full 1800GetARug case study.
The keyword work deserves a closer look because it shaped everything else. Rug retail has three distinct query families: category and size terms ('8x10 area rugs'), material and style terms ('hand-knotted wool rugs', 'vintage Persian runner'), and room and problem terms ('rug for a high-traffic hallway'). Each family maps to a different page type - collection, filtered collection and guide respectively - and each needs a different brief. The twelve priority groups we added were organized along those lines, so the writers knew not only which words to use but which kind of page they were writing and who it was for.
For e-commerce stores in Vancouver and across Canada, North SEO runs the same sequence: keyword map first, briefs second, links third. Skipping the first two is how stores end up paying for links that point at pages that cannot rank.
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