Growing Organic Ecommerce Revenue
Client: Laughing Hens
Services: Ecommerce SEO, organic-growth strategy and international expansion
Engagement: Six-year SEO partnership
Laughing Hens is an established online retailer serving knitting, crochet and craft customers. Over a six-year engagement, I led SEO activity focused on increasing organic visibility, attracting more relevant shoppers and supporting sustained ecommerce growth.
The website grew to achieve more than one million visits per year, supported by consistent year-on-year growth in organic search performance and ecommerce sales.
The Challenge
Ecommerce SEO in the knitting and craft sector requires more than ranking product pages. Customers search in different ways: by yarn brand, fibre type, colour, weight, project type and specific products. The site needed to be easy for search engines to understand while remaining useful and enjoyable for a highly engaged craft audience.
The commercial objective was clear: grow qualified organic traffic at scale and convert that demand into sales, without relying solely on paid acquisition.
The SEO Work
- Developed an ongoing SEO strategy around commercial product, category and brand search demand.
- Improved the site’s organic visibility for high-intent searches across yarn, knitting, crochet and craft-related categories.
- Supported the optimisation of ecommerce category and product-page architecture to make key ranges easier to find in search.
- Used search-performance data to identify growth opportunities, prioritise work and maintain momentum as the site expanded.
- Helped connect SEO activity to ecommerce objectives, focusing on relevant traffic quality as well as visits.
- Organised the company’s expansion into the US market through a separate US domain, supporting a clearer international presence for American customers.
Results
The long-term approach helped Laughing Hens build a substantial organic-search audience and a stronger ecommerce growth engine.
- 1m+ website visits annually
- Consistent year-on-year growth
- Increased ecommerce sales from organic search
- Expansion into the US through a separate domain
Long-Term SEO Partnership
SEO was treated as an ongoing commercial channel rather than a one-off technical project. By continually improving search visibility, ecommerce content and site structure, Laughing Hens was able to grow its audience while building a more resilient source of customer acquisition.
“The focus was on turning search demand into sustainable ecommerce growth—improving visibility for the terms shoppers use, making products easier to discover and supporting expansion into a new international market.”