SEO strategy for a premium Canadian luggage brand that doubled organic traffic and added $18K/month in new revenue by ranking for competitive travel-related keywords.
Premium Canadian Luggage Brand
Despite being a well-known name in the premium travel gear market, the Canadian luggage brand was missing major organic growth opportunities:
Heavy reliance on branded keywords (e.g., brand name or specific product line)
Limited rankings for high-intent, non-branded searches (e.g., “best carry-on for Europe,” “durable luggage for long trips”)
Stagnant organic traffic despite strong customer satisfaction and reviews
Under-optimized product pages and category content
Missed opportunities for backlinks from travel publications and review sites
Lack of content targeting early-stage and comparison search intent
The main challenge? Turning brand loyalty into consistent organic growth across competitive, high-traffic keywords—without depending solely on paid ads.
With a phased roadmap, we focused on three core areas: technical SEO fixes, targeted keyword expansion, and authority-building through high-quality backlinks. The result? A dramatic lift in organic visibility, clicks, and revenue across every stage of the funnel.
To drive qualified traffic, we prioritized high-intent keywords that aligned with how real travelers search for luggage online.
Key actions included:
Competitor Keyword Analysis: Identified winning keywords from top-performing competitors and built a plan to outrank them.
Non-Branded Focus: Shifted emphasis from branded terms to phrases like “durable luggage for international travel” and “best lightweight carry-on,” capturing customers earlier in the buying journey.
Content Expansion: Created blog posts targeting long-tail queries such as “Top Features to Look for in Travel Luggage” and “Hard-Shell vs. Soft-Shell Luggage: What’s Best for You?”
Product Page Optimization: Rewrote product descriptions, added alt text, and optimized meta tags using transactional and informational keywords to boost search rankings and improve click-through rates.
Collection Page SEO: Optimized collection pages around core terms like “carry-on luggage Canada” and “checked luggage for frequent flyers” to improve relevance and rankings.
This strategy unlocked new visibility across thousands of keywords and brought a consistent flow of ready-to-buy traffic to the site.
To support long-term visibility and provide a seamless customer journey, we tackled key technical issues that were holding the site back from ranking and converting effectively.
Key improvements included:
Site Speed Optimization: Reduced load times by compressing large images, minimizing render-blocking resources, and optimizing scripts—resulting in faster page performance across all devices.
Mobile Optimization: Ensured the entire site was fully responsive and easy to navigate on mobile, a must for travel shoppers researching and buying on-the-go.
Structured Data Implementation: Added schema markup to product and collection pages to improve how products appear in search (with prices, reviews, and availability), boosting click-through rates.
Navigation Overhaul: Improved internal linking structure, removed orphan pages, and fixed broken links to make the site easier to crawl and more intuitive for users.
Indexing Cleanup: Audited and refined the sitemap to ensure that only relevant, high-quality pages were indexed by Google.
These foundational updates created a technically sound environment that amplified the impact of our content and keyword strategy.
To strengthen the brand’s authority and climb search rankings, we built a diverse backlink profile targeting high-authority and relevant domains.
Key efforts included:
HARO Outreach: Secured placements in respected travel blogs and industry media through strategic responses to Help a Reporter Out (HARO) queries—earning editorial backlinks that boosted both credibility and traffic.
Influencer Collaborations: Partnered with well-known travel bloggers and content creators to publish authentic product reviews and list placements with embedded backlinks to key product pages.
Competitor Link Replication: Analyzed backlink profiles of top competitors and proactively pursued link opportunities from those same referring domains—leveraging proven link sources to close the gap.
Travel-Focused Directories & Communities: Submitted the brand to curated travel gear directories and niche community boards to earn referral traffic and long-tail authority links.
Guest Posting: Published valuable travel tips and gear guides on reputable external blogs, positioning the brand as a helpful voice while earning contextual backlinks.
By building authority through relevant and trustworthy sources, we increased rankings across competitive search terms while bringing in new audiences through referral traffic.
Our SEO strategy delivered measurable, long-term impact that helped the brand break through their plateau and claim more market share.
Here’s what we achieved:
Organic Traffic: Doubled from 22,000 to over 50,000 monthly clicks, significantly expanding brand reach (Semrush data).
Revenue Growth: Added $18,000 in monthly revenue directly from organic search, reducing reliance on paid ads.
Keyword Rankings: Increased from under 3,000 to over 7,500 non-branded keywords, driving visibility across all major product categories.
Conversion Rate Improvement: Technical fixes and content enhancements contributed to a 5% lift in conversion rates on key product pages.
Authority Growth: High-quality backlinks positioned the brand as a leader in the premium travel gear space.
This growth proves that with the right SEO plan—focused on strategy, structure, and authority—even established brands can unlock a new level of performance.
Let’s build a search strategy that brings in more traffic, more revenue, and long-term growth.
Full-service SEO agency delivering measurable revenue growth. We work with clients in Buffalo, New York, across the USA, and internationally.