How BBCrafts’ Ribbon Page Hit Rank #1 & 1,000% Sales
Project Info
Client
Crafting & Event Supplies Retailer
Address
United States
Date
August 2024
Project Type
SEO Strategy / On-Page SEO
About Project
BBCrafts is an extensive online resource for a wide variety of crafting and event supplies, with a particular emphasis on wreath-making materials. The site offers a broad range of products, including tulle, various types of ribbons, elegant tablecloths, and an extensive selection of wedding supplies, with an inventory that’s kept up to date with the latest styles and trends.
Despite carrying a high-quality, extensive ribbon collection, BBCrafts’ “Ribbon” page wasn’t attracting the traffic it deserved. It was ranking poorly on Google for its two most important keywords, “ribbon” and “ribbons”, limiting its ability to reach potential customers and showcase the product range.
This case study documents the strategy used to move that page to the top of the search results within roughly five weeks, and the resulting jump in purchases.
BBCraft’s Progress & Results
BBCrafts saw a dramatic turnaround in just over a month. Through targeted content improvements, technical fixes, and a toxic backlink cleanup, the “Ribbon” collection page climbed from page 2 obscurity to the #1 spot on Google for both target keywords, driving a 1,000% jump in purchase conversion.
Keyword Rankings for the Keyword “Ribbons”
August 2, 2024 (Initial Status)
September 7, 2024 (5 Weeks After)
Keyword Rankings for the Keyword “Ribbon”
August 2, 2024 (Initial Status)
September 7, 2024 (5 Weeks After)
Factors Contributing to Low Organic Keywords & Traffic
Low organic rankings limit visibility and reduce the chances of turning searchers into buyers. For an e-commerce page like BBCrafts’ Ribbon collection, that means fewer qualified leads and missed sales. this makes it essential to identify and fix the gaps holding the page back.
1. Technical SEO Issues
The Ribbon page had no H1 tag anywhere on it. An H1 is one of the clearest signals search engines use to understand what a page is actually about. without it, Google has to guess at the page's main topic, which weakens its ability to rank for relevant keywords like "ribbon" and "ribbons."
A missing H1 also affects how the page is structured for visitors. Without a clear headline anchoring the content, the page can feel disorganized and harder to scan, which drives people away before they even get to browse the products.
2. Low-Quality Product Description
The existing product description suffered from a lack of detail, missing target keywords, and an unstructured layout that made it hard to read.
Thin, keyword-light content won't rank well for competitive search terms because it gives Google little to work with in understanding relevance and intent.
On top of that, an unclear or unappealing description gives visitors a reason to bounce quickly and high bounce rates signal to Google that the page isn't meeting searcher needs, which can further suppress its rankings over time.
3. Toxic Backlinks
An SEO audit uncovered 102 toxic backlinks pointing to the domain, coming from low-quality, spammy, or unrelated sites. Left unaddressed, these harmful links can trigger algorithmic penalties and quietly erode the site's overall trustworthiness in Google's eyes, since search engines evaluate a domain's link profile as a whole, not just page by page. That means the damage isn't limited to the Ribbon page itself, it can drag down ranking potential and visibility across the entire site if the backlink profile isn't cleaned up. (~532 characters)
How I Helped BBCrafts Achieve Sustainable Growth
To turn the Ribbon page around, we ran a focused, multi-part SEO strategy targeting content quality, technical health and link profile, all within a tight one-month window.
Research & Keyword Analysis
I identified the true value of the “ribbon” keyword (Volume: 60.5K, KD: 50) along with a full set of secondary keywords: satin ribbon, wired ribbon, organza ribbon, grosgrain ribbon, burlap ribbon and more. This research confirmed real search demand and buyer intent behind the term, giving us a clear roadmap for the content rebuild
Full SEO Audit
Content Overhaul
On-Page & Technical Fixes
Missing H1 tag and optimized title tags, meta descriptions and header structure (H2s and H3s) have been added across the page. We also built out a dedicated FAQ section targeting long-tail, high-intent search queries, helping the page capture a wider range of relevant searches beyond just “ribbon.”
Internal Linking
I added and optimized internal links pointing to the Ribbon page from other relevant collection and product pages across the site. This strengthened the page’s topical authority and made it easier for Google to crawl, index, and understand its relevance within the broader site structure.
Toxic Backlink Disavowal
BBCrafts’ Ribbon Keyword Rank Improvement
After fixing the technical issues, disavowing harmful backlinks and rebuilding the product description, BBCrafts’ Ribbon page climbed from page 2 to the very top of Google for both “ribbon” and “ribbons” within about five weeks.
That visibility jump translated directly into a 1,000% increase in purchase conversion, proof that fixing the fundamentals (technical SEO, content quality, and link health) can produce fast, measurable revenue impact for e-commerce pages.
See Why
Businesses Trust Sam SEO
for
Their SEO Services
Their SEO Services
Real growth speaks for itself. The e-commerce and retail businesses I work with experience stronger search rankings, higher-quality organic traffic and measurable increases in conversions through structured SEO strategies. Take a look at the feedback from clients who’ve seen real progress.
“We’re making good progress huh We’re happy with your results yeah”
“This is great. Love to see the improvements.”
“Well done mate — you are doing a great job of all this — super work buddy. Keep it up!”
Working with this team has been a game changer. Our local SEO rankings improved, and we now see more inquiries from nearby customers. Their strategy was exactly what we needed to grow our business locally.
Working with Sam for our SEO needs was a great experience. His strategy improved our rankings, boosted visibility, and brought in more qualified leads. Highly recommend his results-driven approach!
Sam’s been amazing to work with! He handled 4 clients and led 2 content writers and a web developer. His communication is spot on, and he's always proactive. I’d definitely recommend him for your SEO needs!
Other Services We Offered
Relying on Technical SEO alone may not be enough to help an e-commerce site like BBCrafts compete for high-volume, high-competition product keywords.
You may want to consider the full range of SEO services we offer.
Project Done
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Increase Leads
Years Experience
Ready To Grow Your Website Traffic Like BBCrafts?
BBCrafts’ Ribbon page climbed from Rank 13–15 to the #1 spot on Google and saw purchases jump 1,000% in about five weeks through targeted content, technical, and backlink fixes. If your product pages are stuck in the same position, a focused SEO strategy is what changes that.
