E-commerce and retail
Knitted Home
Services
-
SEO
Knitted Home needed more than traffic. They needed to become easier to find, easier to purchase from and to be more visible to those wanting premium knitting brands and products.
The proof
28,000
products sold
200%
increase in organic search
7.33
ROAS from paid search
The challenge we were asked to solve:
When Knitted Home partnered with Cartwright in 2025, the business had ambitious growth plans but didn’t have the online visibility its product range deserved meaning they weren’t being found by the right people.
Despite stocking premium knitting brands and products, the website faced fierce competition from established retailers and marketplaces. Much of the sector relied on similar content and site structures, making it difficult for Knitted Home to stand out in search results and attract high-intent shoppers.
The challenge wasn't simply to increase traffic. Knitted Home needed a long-term search strategy that would improve visibility, strengthen rankings and translate organic and paid activity into measurable sales growth.
We worked together to develop a close-knit strategy that focused on improving site health, expanding product and category visibility and ensuring the business was well-positioned for the rise of conversational search and AI discovery.
Insights to identify growth opportunities:
Before implementing any changes, we conducted a comprehensive competitor and technical analysis to understand where Knitted Home could outperform the market.
Our research revealed that many competitors relied on near-identical copy across category and product pages. Rather than following the crowd, we identified an opportunity to differentiate Knitted Home through richer content and deeper expertise.
We also uncovered opportunities to improve the website's technical foundations and user experience, while identifying valuable long-tail keywords aligned with the business's commercial priorities.
These insights shaped a strategy focused on:
- Improving site health and technical SEO
- Optimising priority categories and brands
- Expanding navigation and content hubs
- Creating long-form E-E-A-T content around conversational queries
- Capturing high-intent users through PPC
By aligning our search strategy with the products and categories most important to the business, every optimisation was designed to deliver commercial value.
How we leveraged intelligence:
Rather than treating SEO and PPC separately, we created a joined-up search strategy that maximised visibility at every stage of the customer journey.
On the SEO side, we optimised category and product pages around the search terms customers were actually using. We expanded site navigation, improved technical foundations and developed a blog strategy targeting high-value long-tail queries.
As search behaviour evolved, we also ensured content was structured to perform for conversational searches and AI-driven platforms, increasing discoverability beyond traditional Google rankings.
Alongside this, we strengthened paid search performance through a more efficient account structure designed around high-intent audiences.
By integrating Performance Max campaigns with Google Merchant Centre, we maintained returns above breakeven while improving scale. Keyword audits helped eliminate wasted spend and uncover new opportunities. We used a "Fire and Ice" campaign framework, allocating higher budgets to proven best-selling products ("Fire") while using lower-budget test campaigns ("Ice") to identify emerging opportunities and future scaling candidates. This balanced efficient revenue generation with ongoing product discovery and growth.
What was the business impact?
We’ve been impressed by the rapid boost in traffic and sales since working with Cartwright. Through SEO and content alone, they’ve helped my brand grow and consistently rank above key competitors in search results.
Danyan Liu
Owner of Knitted Home
Since beginning work with Knitted Home in 2025, our integrated SEO and PPC strategy has transformed search into one of the business's most effective growth channels.
SEO impact
Over 2025 and 2026, we achieved:
- A 106% increase in total impressions
- A 200% increase in organic search traffic
- A 167% increase in website clicks
- A 40% improvement in average Google rankings
- A 240% increase in overall SERP visibility
- 1.5 million impressions across the brand
- 27,100 clicks to the website
- 742,000 impressions on product pages
- 861,000 impressions on category pages
- More than 28,000 products sold, representing 162% year-on-year growth
Several priority keywords experienced dramatic ranking improvements between March 2025 and March 2026:
- Cashmere yarn rose from position 25 to position 2
- Lamana yarn climbed from position 20 to position 2
- Drops Alpaca moved from position 20 to position 3
As conversational search became increasingly important, Knitted Home also received more than 335 AI referrals, demonstrating growing visibility beyond traditional search engines.
Our optimisation of the bags and cases category page delivered one of the strongest examples of business impact, with sales increasing by 83% following content improvements.
Contact us today for a free SEO consultation with our expert team.
PPC impact
Alongside organic growth, paid search became an increasingly valuable revenue driver.
Across 2025 and 2026, our PPC strategy delivered:
- 898,000 impressions
- More than 30,000 clicks
- A 450% increase in impressions in just three months
- A 319% increase in clicks
- 943 purchases
- A 7.33 ROAS
Together, these results have established Knitted Home as a more visible and competitive ecommerce brand, helping the business attract new customers, increase sales and outperform larger competitors in search.
