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How we increased non-brand clicks by 411%


Non-Brand Clicks


Page 1 Keywords


Regions of Europe Expanded Into


Website Revenue (YoY)

About it Luggage

it Luggage is a leading luggage retailer, offering suitcases, cabin bags, holdalls and luggage sets all designed in the UK.

After selling through retailers for a number of years, it Luggage decided they wanted to bring more traffic and sales directly to their own website, so enlisted the help of Seed to grow the UK website.

In the initial phases of our partnership, we were set some clear goals and KPI’s to follow:

  • Improve the non-brand traffic to the website. It Luggage already had a strong brand presence so the main focus was driving more traffic from non-branded keywords
  • Increase total website revenue by 150% year on year
  • Expand the website into multiple regions of Europe

From the beginning, Seed understood our needs and went above and beyond to achieve the ambitious goals we set them. The team are enthusiastic, knowledgeable, and easy to deal with. I would recommend Seed to any brand.

David Hatchard

David Hatchard

Ecommerce Manager

Project Team

Adam Mates

SEO Specialist


Our SEO strategy with it Luggage consisted and relied on a number of different core SEO strategies working together:

  • Keyword Research – in-depth keyword research to identify target keywords, as well as keyword gap analysis and semantic keyword analysis
  • Technical SEO – Updated the URL structure of product pages, to reduce crawl size and crawl bloat
  • Website Migration -migrated from to .com in order to prepare for internationalisation
  • Content SEO – Aligning the keywords throughout the meta data, headings, top of page content and detailed bottom of page content including FAQs
  • Website Expansion – Created a number of new landing pages to cover keyword gaps.
  • International SEO – expanding the website to 6 regions in Europe with separate sub-domains and bespoke translation solution
  • Reporting – Created a bespoke report that filtered branded traffic and non-branded traffic


While working with it Luggage, we saw incredible results due to all the different areas of SEO working together in harmony. Some highlights were:

  • 243% increase in website revenue year on year (93% above our target)
  • 171% increase in non-brand clicks in 2023 v 2022
  • 411% increase in non-brand clicks in Q1 2024 v Q1 2023
  • 142% increase in keywords on page 1, 2024 v 2023
  • Ranking in position 1 for high search volume, primary keywords such as ‘Luggage’ & ‘Suitcases’
  • Expanded the website into 6 different regions, Germany, France, Netherlands, Austria, Belgium, Luxembourg
  • Created unique sub-domains and language / translation solutions for users visiting the websites from these regions.

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