Layered Lounge
Summary
Layered Lounge, a luxury homeware brand, partnered with Pod Digital to scale their organic visibility and drive meaningful revenue growth in a highly competitive ecommerce space.
By implementing a long-term content-led SEO strategy and AI search optimisation techniques, Pod Digital helped Layered Lounge significantly expand their reach organically.
The result? A 152% increase in organic users, 412 keywords ranking in positions 1-10 and a 35% year-on-year growth in organic revenue.
About the Client
Layered Lounge is a UK-based luxury homeware brand known for its signature “layered” aesthetic. It offers a calm, quiet luxury style achieved by combining natural textures, neutral tones and everyday elegance. The brand offers a carefully curated range of furniture, soft furnishings and decorative accessories.
With a focus on natural textures, thoughtful design and in-house product development, Layered Lounge has built a loyal audience who value high-quality, minimalist living with a warm, inviting feel.
They had a strong visual brand and engaged customer base. Layered Lounge had the product and personality, but their organic search performance wasn’t reflecting that success.
The Challenge
Despite a solid brand presence and consistent product range, Layered Lounge faced several key issues that were limiting growth:
- Flatlining organic traffic and declining visibility in search engine results
- Underperforming blog content with minimal keyword targeting or structure
- Missed AI search opportunities
- Unoptimised category and product pages, limiting visibility
As a result, they were at risk of missing out on high-intent, first-time buyers and valuable seasonal peaks.
Client Goals
Layered Lounge approached Pod Digital with the clear aim of using SEO to support revenue growth and strengthen brand visibility.
Top Measurable Goals
- Grow organic traffic through better search performance and broader keyword targeting
- Increase organic revenue from collection pages and product landing pages
- Boost high-intent keyword rankings across key categories
Broader Strategic Objectives
- Build a content strategy that reflects the brand’s tone while driving results
- Optimise for AI search by creating structured, contextual content that could perform in AI search engines
- Position Layered Lounge as a lifestyle authority
What Pod Digital Did
Strategic Keyword Mapping
Pod Digital conducted a detailed site and keyword mapping process, identifying content gaps across the website. We identified hundreds of keyword opportunities that Layered Lounge wasn’t ranking for.
Onsite SEO and Content Optimisation
We improved metadata, internal linking and content structure across the site. An article strategy was created to improve E-E-A-T signals and clear buyer intent alignment. We also added optimised copy to landing pages and products to increase their chances of ranking for product-led queries.
Evergreen and Seasonal Content Strategy
We built a consistent publishing calendar, including:
- How-to articles
- Seasonal lifestyle content
- Buying guides and collection features
Each piece was crafted in the Layered Lounge tone.
Optimising for AI Search
With the rise of AI search engines, Pod Digital took a forward-thinking approach to ensure Layered Lounge wasn’t just ranking, but appearing where users are now searching. This involved:
- Using clear H1/H2 hierarchies to help AI understand topic structure
- Answer-led content that AI can directly lift from
- Incorporating FAQ sections to target voice and conversational search
By combining these techniques with our SEO strategy, Layered Lounge began appearing in AI search engines, which helped drive traffic to the site. This approach ensured long-term visibility in the evolving search landscape.
Ongoing Performance Tracking
All SEO and content efforts were tracked against defined KPIs using GA4, Google Search Console and keyword tracking tools. This allowed us to adapt our strategy in real time, identifying new content opportunities.