Mary Maxim

Mary Maxim’s site had strong brand authority and broad indexation, but technical SEO issues were quietly limiting organic growth and efficiency.

• While the site appeared healthy on the surface, a deeper audit revealed structural problems that were diluting crawl budget, weakening page signals, and preventing key pages from performing to their full potential.

Critical issues identified:
• Misconfigured robots.txt rules
• Broken and bloated sitemaps
• Pagination handled through infinite scroll rather than crawlable links

As a result, Google struggled to properly discover, prioritize, and understand important pages across the site.

On-page quality constraints:
• Thousands of pages flagged as thin or effectively empty, with core content hidden behind shipping, returns, or catalog prompts
• Duplicate, missing, and multiple H1s and title tags weakening relevance signals
• Test and redundant pages remaining indexable, competing with real revenue-driving URLs

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To unlock Mary Maxim’s organic growth potential, we built a structured six-month SEO strategy focused on strengthening topical authority, improving page performance, and turning existing visibility into measurable traffic gains. The approach centers on the US website and prioritizes scalable improvements across content, on-page optimization, and authority building.

• We focused first on core revenue-driving categories: crocheting, knitting, and yarn. These areas represent Mary Maxim’s strongest opportunity to dominate long-tail, high-intent searches while reinforcing brand expertise across the entire crafting ecosystem.

• Our on-page strategy targets long-tail and technical queries tied to trending techniques, seasonal demand, and user intent. By continuously expanding and refining blog and category content, we are building topical depth that supports both rankings and internal link flow. Each optimization is guided by live SERP data, competitor movement, and keyword performance, ensuring pages remain competitive as search landscapes evolve.

• Internal linking plays a central role in the strategy. We conduct dedicated internal link audits and provide execution-ready recommendations that improve crawl efficiency, distribute authority more effectively, and strengthen relationships between supporting content and key commercial pages.

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Over a six-month period, Mary Maxim’s organic performance on the US site saw clear, measurable gains driven by improved rankings, stronger content visibility, and better click-through performance.

Daily organic clicks doubled, increasing from 700 to 1,400 per day, while total impressions grew from 43,000 to 90,000, reflecting expanded keyword coverage and stronger SERP presence across core categories.

Ranking improvements were especially strong on high-intent and high-value keywords, with multiple terms reaching top positions:

• Clearance Yarn moved from position 3 to 1
• Yarn Craft Kits improved from 4 to 1
• Acrylic Yarn vs. Wool climbed from 20 to 1
• Bernat Pop Yarn Patterns advanced from 14 to 1
• Premier Everyday Yarn jumped from 100 to 2
• Acrylic Yarn vs. Cotton rose from 100 to 2
• Acrylic Yarn increased from 45 to 3

Beyond existing targets, the site also began ranking strongly for new, competitive queries:

• Yarn for Sale reached position 2
• Premier Yarn reached position 4
• Bulky Yarn entered the top 10 at position 10

These results reflect not just isolated wins, but broad momentum across commercial, informational, and comparison-based searches. The combined impact of on-page optimization, content expansion, internal linking, and CTR improvements translated into sustained growth, stronger category authority, and significantly higher organic demand capture.

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Beyond overall sitewide gains, several product and category pages delivered standout growth, confirming that our strategy translated directly into higher visibility and demand for revenue-driving URLs.

Category & Collection Wins

• Knit Free Patterns
  +5,925 clicks
  Impressions increased by +187,110
  One of the strongest performers, driven by expanded topical coverage and improved internal linking.
• Clearance Collection
  +5,611 clicks
  Continued dominance of high-intent, deal-focused searches while maintaining strong rankings.
• Bernat Collection
  +2,064 clicks
  Impressions up by +304,498, signaling major visibility expansion for branded yarn searches.
• Sweater Free Patterns
  +2,108 clicks
  Impressions increased by +57,185, benefiting from seasonal demand and improved content structure.
• Yarn Collection
  +1,438 clicks
  Reinforced as a core authority hub supporting multiple subcategories and product pages.