Overview of SEO & Content Strategy Project for Local Interior Designer, Tracey Mannell
I had the privilege of working with Tracey Mannell Interior Design, a boutique interior design studio dedicated to creating beautiful and bespoke spaces. My role focused on producing consistent, high-quality blog content to enhance Tracey’s brand presence and attract a wider audience. Through strategic content creation and SEO-driven copy, I helped transform her website into a powerful tool for showcasing her expertise. One standout result was a blog post that outperformed her homepage in traffic, ultimately tripling her overall impressions and doubling her organic search traffic. This project was about elevating her online visibility and turning her website into an effective extension of her brand.
Tracey Mannell
Interior Design
I have been absolutely delighted with Joe's help and expertise. He has helped make sense of the digital world and provided invaluable help with blog writing.
Content Strategy Case Study: Strategy Breakdown for an Interior Designer
Strategy & Implementation
When I began working with Tracey Mannell Interior Design, the goal was clear: use content to drive traffic, boost visibility, and position the brand as a trusted voice in high-end interior design. Rather than overhauling the site or redesigning pages, our focus was on strategic blog content creation—high-value, SEO-driven articles that would speak to Tracey's ideal clients and answer the questions they were already searching online.
Each week, I:
Researched SEO keywords relevant to Tracey’s services, audience, and location
Produced one SEO-optimised blog post per week (4 per month), tailored to position Tracey as an expert in her niche
Ensured every post aligned with her tone of voice, aesthetic sensibilities, and brand story
Structured content around long-tail keywords to increase discoverability and relevance
Key Results & Metrics
This approach delivered measurable growth across all key metrics within just four months:
3.5X increase in overall site traffic (6 month to 6 month comparison)
4X+ increase in impressions through organic search (6 month to 6 month comparison)
A single blog post began outperforming the homepage in traffic volume (Over 90 day timeframe)
Top 10 most visited pages on the site now include exclusively blog posts we’ve worked on together (excluding the homepage)
What started as a supporting content strategy quickly evolved into a core pillar of Tracey’s online success.
Evolution of the Strategy
As we saw early wins, our strategy remained focused but nimble:
Foundational Keyword Research
Uncovered underutilised keyword opportunities related to design tips and styles, renovation insights, and luxury interiors
Content Planning & Delivery
Built a monthly content calendar focused on seasonal trends, local search queries, and frequently asked questions from potential clients
On-Page SEO & Internal Linking
Optimised meta descriptions, headings, and image alt tags
Linked new articles to relevant service pages to guide readers through the site
Lasting Impact
This project is a perfect example of how content alone—when done well—can fuel sustained digital growth. Without any changes to the website’s design or structure, we transformed it into a dynamic lead-generation tool by building a library of engaging, search-optimised articles.
Tracey now benefits from a website that not only reflects her design talent but actively attracts and educates her ideal clients. The foundation we’ve laid through content will continue to drive results long after the final blog post is published.
