All case studies Results · Shopify | SEO

Feather & Field

Feather & Field had hit a visibility plateau: paid was working harder each quarter while organic revenue flatlined. We combined Shopify optimization with technical SEO and content clusters to reopen durable growth.

Results at a glance

  • +89% organic revenue
  • +34% conversion rate
  • 2.4× ROAS on paid

Starting point

Index bloat, thin collection templates, and slow PDPs capped organic reach. Paid compensated for discovery gaps, which pushed CAC up and made ROAS fragile.

What we shipped

A dual-track program: Shopify performance/CRO on the money pages, and an SEO cluster system for category demand.

  1. Technical SEO cleanup: crawl budget, canonicals, collection pagination, and structured data on products.
  2. Content clusters around hero categories with internal links from blogs, guides, and PDPs.
  3. Theme performance and PDP conversion upgrades aligned to the same analytics model as paid.
  4. Shared reporting so organic and paid stopped competing for the same last-click credit.

The result

Organic revenue grew 89%, conversion rate improved 34%, and paid ROAS reached 2.4× as organic captured upper-funnel demand paid had been forced to buy.

Why it worked

  • SEO and storefront teams shared one measurement model from week one.
  • Collections and PDPs were treated as landing pages, not catalog leftovers.
  • Paid scaled into demand that organic had already warmed — not the other way around.

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