How Land of Rugs Generated Over £100,000 In Revenue Through Blog Content

Introduction

Land of Rugs is one of the UK’s leading online rug retailers, they pride themselves on their great range of products, over 4,000 on their website, and amazing customer service. Land Of Rugs is a small, family-run business that generated over £1,400,000 in revenue in 2021.

Land of Rugs needed a tool that was easy to use, would allow them to know exactly what content pieces were needed to target different clusters and that would allow them to get briefs together quickly so content could be written and published.

Having tried other tools in order to work on this (including Frase and Jasper). Whilst these tools are great in their own right, it certainly wasn’t the “one size fits all solution” that Land of Rugs were really needing at the time.

The Story of Land of Rugs

Founded in 2012, Land of Rugs is a family-owned and run rug retailer based in the picturesque village of Darley Abbey. With years of industry experience and an ever-expanding customer base, their dedicated team are constantly striving to uphold their reputation as one of the leading online rug retailers.

Land of Rugs’ mission is to fill all 28 million homes in the UK with high quality rugs, while maintaining 5 star customer service standards. Their absolute priority is to understand and monitor current and future trends, whether that is interior design trends or rug trends themselves. 

The website already targeted traffic at the bottom of the funnel (transactional keywords) very well and there were a lot of high keyword rankings for product and category pages. One area that they identified for improvement was the blog as there was a lot of opportunity to target top of the funnel and middle of the funnel customers with new content.

The Challenge of Content Creation and Targeting Keywords before Keyword Insights

The challenge was a big one, at the time there was only one SEO working within the business and they had a limited budget to hire writers on a freelance basis. They needed to get content written with good cadence, but more than that, they needed to know what content to produce that was going to target the most keywords within topics.

Why Land of Rugs Chose Keyword Insights

As the head SEO is an active member on “SEO Twitter” and also within the Traffic Think Tank (TTT) community, he’d seen so many people recommending Keyword Insights for the exact things Land of Rugs needed, so he gave it a try.

How Land of Rugs Used Keyword Insights

When Land of Rugs first started using Keyword Insights, the main feature they used as a business was the keyword clustering feature. It allowed them to add a list of keywords that they wanted to start targeting with new content to the tool, and within minutes it generated an Excel file with a list of the content they needed to create. 

Once the list of content clusters had been generated, Keyword Insights made it really easy for Land of Rugs to divide content between their head SEO, other team members within the business and a freelancer to write the content. 

Another challenge was deciding on the titles for their new content pieces, using the title IA feature they also got a list of suggested titles for these clusters.

“We were able to get lots of new content out quickly which then helped us with moving customers through the funnel and building new backlinks to the website.”

The Results

In 2020, the entire blog received 11,116 page views. In 2021, the blog received 14,874 page views. That’s a 33.81% increase YoY, which is already an amazing result for a business as lean as Land of Rugs.

In 2022 Land of Rugs really ramped up their usage of Keyword Insights. Comparatively, during the first half of 2021, their blog received 7,293 page views, whereas in the first half of 2022, the blog received 15,984 page views. That’s an increase of 119.17%. This was also complimented by more page views than the blog received throughout the whole of 2020.

“It wasn’t just vanity metrics though, one of our biggest successes was with a piece on Rugs and Underfloor Heating which now ranks high on the first page of Google for many related keywords and received 3,173 page views during the first half of 2022. We have been able to see that this piece generates revenue almost on a daily basis thanks to cleverly placed products directly within the content.”

How These Results Impacted Land of Rugs’ Revenue

Land of Rugs estimates that since January 2021, Keyword Insights has helped them create content that’s generated over £100,000 in revenue for them as a business.