Scaling Sleepwear: How Collection Expansion Fueled a 103% Organic Revenue Surge

SEO isn’t magic, but this was close. Three months, 103% organic revenue growth.

The Problem

This luxury sleepwear brand sells high-end sleepwear with a devoted customer base. Despite years in business, it struggled with ranking for core pajama-related search terms.

Their primary goals in working with us:

• Drive more organic traffic and revenue to their sleepwear collections
• Expand content and keyword coverage for seasonal and high-intent queries
• Strengthen their organic presence through on-page optimization and SEO-focused content strategy

The opportunity was clear: leverage their growing brand strength and transform underperforming category pages into high-ranking, high-converting organic assets.

The Fix

Collection Expansion

We began by identifying major gaps between their product offering and what potential customers were searching for.

Using search data, content mapping, and seasonal demand trends, we expanded and optimized key sleepwear collections like Pajama Sets, Nightgowns, Robes, and Dresses.

We also improved site structure and navigation to better showcase these collections, increasing their visibility for both users and search engines.

On-Page Optimization

We implemented targeted on-page updates to high-impact collections. This included optimized header structure, refreshed copy with relevant search intent, and a refined internal linking strategy.

These updates helped improve engagement metrics and made it easier for search engines to understand and index the content appropriately.

The Results

Massive Organic Traffic Gains

• +6,008 new keyword rankings in one quarter
• +3,800 pajama-related keywords improved in rankings
• Organic conversions outperformed sitewide averages

Revenue Growth That Speaks for Itself

• 2024 Collections revenue up 32% YoY
• 2024 Organic search revenue up 103% YoY

Individual Collection Highlights (Nov 1 – Dec 31 YoY)

• Pajama Sets Collection: Total revenue +83% to $158K, organic revenue share grew from 14% → 27%
• Robes Collection: Revenue +5% to $44K, organic revenue up 64%
• Dresses Collection: Revenue +17%, organic revenue up 170%

Better Rankings, Better Visibility

• Organic share of total site revenue grew from 36% in 2023 → 54% in 2024
• High-intent seasonal pages like Pajama Sets and Nightgowns saw engagement time improve by 45%+Sitewide engagement on collections rose 24%, reflecting deeper, more relevant user interactions

Takeaway

For ecommerce brands with strong products and growing visibility, strategic collection expansion is one of the highest ROI levers in SEO. 

By aligning high-intent queries with optimized landing pages and thoughtful content architecture, this DTC sleepwear brand now ranks where it matters, and its conversions consistently increase.

Want results like these? Contact us to see if we’re a fit.