Fabrics & Papers Case Study

Fabrics & Papers

About Designer fabric

Designer fabric, wallpaper and furniture upholstery specialists wanted to regain keyword rankings and traffic after being negatively affected by a Google update.


  • Removed low quality directory links to the site which were impeding the back link profile
  • Keyword research identified opportunities to rank on page 1 of Google for highly relevant keywords including “designer wallpaper” and “curtain fabric”
  • Meta data was re-optimised to apply the target keywords to title tags, meta descriptions and headings
  • Various pages were competing against each other to rank for the same keyword, these pages were re-optimised for various different keywords that were relevant
  • Removed duplicate content from pages and wrote dynamic copy for brand landing pages to ensure unique and relevant content was on every page
  • Provided recommendations for Fabrics & Papers developers to resubmit XML Sitemap to Google Webmaster Tools
  • Ongoing monthly linkbuilding included high authority, diverse and relevant interior blogger outreach and a variety of community engagement techniques to create a natural backlink profile


  • Many keywords ranked even higher than their original position before the Google Panda update
  • “Designer wallpaper” ranked at position 22 in Google before the Panda update which dropped the keyword down to #81 in Google. In January 2015 “designer wallpaper” ranked at position 9 in Google, 12 places higher than the original ranking
  • “Curtain fabric” ranked #24 but bounced back to rank #7 on page 1 of Google
  • “Statement wallpaper” ranked at position 12 on page 2 of Google before the update but went up to the #1 spot in Google
  • Organic traffic increased by 174% year on year