Shopify SEO Case Study
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This Story is for You
Sleep Again Pillows
The Sleep Again Pillow System, invented by Rachel Baumel during her recovery from breast cancer, is the top-ranked mastectomy pillow on the market today.
But when I first met the founders, Rachel, left, and Kate Devlin, in 2021, their retail journey had only just begun. At that time, they were selling about 1 pillow per day, which equates to roughly $9,000 in sales per month. They were interested in boosting brand visibility and increasing their sales.
GOAL: Increase Online Visibility and Improve Sales
SEO - Optimization & Strategy
Rachel and Kate were new to SEO and didn’t have a solid understanding of how to increase their organic presence online. Their main marketing approach was utilizing Google ads.
Following a full keyword optimization of their then Squarespace website, Rachel and Kate soon saw sales double as their website began establishing rankings for their target keywords. Instead of selling 1 pillow per day, they were consistently selling 2 pillows per day or roughly $18,000 per month.
RESULTS: Sales Doubled Within Just a Few Months
Keyword Diversification
After solidifying high-level organic rankings for hundreds of keywords related to mastectomy and breast cancer pillows, we started looking at ways to diversify their target market through a wider range of potential search terms.
After all, the Sleep Again Pillow System isn’t limited to recovery from mastectomy surgery. This full-body pillow system can be used for any type of surgery recovery, and with this awareness, new keyword targets were identified that could reach a larger audience.
RESULTS: Hundreds of New Rankings Funneling Increased Sales
Shopify Migration
In March of 2024, we migrated the website from Squarespace to Shopify. Since Rachel and Kate were already using Shopify to transact their sales, it seemed like the natural direction to have everything within one platform.
If you’ve spent years building your revenue through organic search, shifting platforms can be downright scary. Impacts on total keyword rankings were minimal, with organic traffic dipping slightly but surging by the end of the year along with record sales.
RESULTS: Surge in Overall Rankings, Traffic, and Sales
Exponential Sales Growth
By Q4 of 2024, Sleep Again Pillows experienced another doubling of sales, the fourth time since 2021. During one month, sales from search surged over 800%, a direct result of aggressive SEO strategies including diversifying keyword targets, backlink building, strategic page building, content marketing, and more.
In January of 2025, they experienced their best one-month sales figure to date, a 622% increase from when they first began using my services.
RESULTS: Trending Toward Six Figures in Monthly Sales
SEO Packages & Offerings
Offering One-Time & Monthly SEO Management Services for Small Businesses
One Time
✓ SEO Review & Strategy
✓ Keyword Research
✓ Blog Recommendations
✓ Competitor Analysis
✓ On-Site Implementation
✓ URL Mapping
✓ Sitemap Submission
✓ Long-Term Strategy
$500+ one time
Starter
Monthly Support
For Trade or Service Businesses:
✓ Backlink Building
✓ Content Marketing
✓ Strategic Page Building
✓ Location Page Building
✓ Technical SEO
✓ Regular Site Audits
✓ Strategy Consulting
$1550 monthly
Service Website
For Online Stores or Retail:
✓ Backlink Building
✓ Content Marketing
✓ Strategic Page Building
✓ Organic Sales Strategy
✓ Technical SEO
✓ Regular Site Audits
✓ Strategy Consulting