Transforming Organic and Paid Performance Through Content Strategy

Just Shades is a specialist UK retailer of lampshades, light fittings and home lighting accessories. Competing in a market dominated by large home furnishing brands, Just Shades needed to develop a content-led strategy to grow organic rankings and improve the efficiency of its paid media investment.

Key figures

+475% Growth in top 1–3 keyword rankings

+264% Increase in organic traffic

+103% Growth in organic revenue

The Just Shades x Eskimoz collaboration

Client Overview

Just Shades offers a curated range of lampshades and lighting accessories, catering to homeowners and interior designers looking for distinctive, quality lighting solutions. The business operates primarily online, with a strong emphasis on product range and customer service.

Why Eskimoz

Just Shades partnered with Eskimoz to develop a content strategy that would drive long-term organic growth alongside improvements to their paid search performance. Our expertise in e-commerce SEO and content-driven growth made us the right partner.

The Challenge

Just Shades faced the challenges common to specialist e-commerce brands: • Stiff competition from large interior brands and marketplaces with significantly larger budgets and established domain authority • An underdeveloped content strategy, with limited educational or inspirational content to capture informational search demand • PPC campaigns that were generating traffic but with suboptimal conversion rates and return on ad spend • A keyword portfolio concentrated in a narrow range of terms, creating vulnerability to ranking fluctuations

Our SEO & PPC Methodology

We developed an integrated strategy combining content investment in organic search with improved targeting and creative in paid media.

SEO Audit and Content Gap Analysis

Actions taken:

Conducted a full technical and content audit to identify priority areas for improvement

Mapped the full keyword opportunity across product categories, buying guides and inspiration content

Identified the specific content types most likely to generate rankings and organic traffic at scale
Content Strategy and Production

Actions taken:

Developed a content plan covering category pages, buying guides, style inspiration articles and product care advice

Produced high-quality, SEO-optimised content across all planned content types

Implemented structured content interlinking to distribute authority across the site
On-Page Optimisation

Actions taken:

Rewrote title tags, meta descriptions and on-page copy across all key category and product pages

Improved page structure and internal linking to align with the content hierarchy

Enhanced product descriptions to better match search intent and improve conversion
PPC Optimisation

Actions taken:

Restructured Google Shopping and Search campaigns to improve product visibility and reduce wasted spend

Developed improved ad copy and tested new creative approaches to increase click-through rates

Optimised bidding strategies to focus spend on the highest-converting product categories

The Results

Within twelve months, Just Shades achieved exceptional organic growth — nearly trebling its organic traffic and more than doubling its organic revenue, with a 475% increase in top three keyword rankings.

+475% growth in keywords ranking in positions 1–3

+264% increase in organic sessions year-on-year

+103% growth in revenue attributed to organic search

Improved ROAS and reduced wasted spend across restructured paid campaigns

Speak to an expert

Transforming Organic and Paid Performance Through Content Strategy

The Just Shades x Eskimoz collaboration

Our SEO & PPC Methodology

SEO Audit and Content Gap Analysis

Content Strategy and Production

On-Page Optimisation

PPC Optimisation

The Results

Client Success Stories