Kip&Co: Colourful Growth in a Competitive Bedding Market

Information Architecture & Site Structure

• Rebuilt Kip&Co's collection structure by auditing, consolidating, and launching 50+ new bedding collections targeting specific colours, sizes, materials, and prints. The new structure improved crawlability, internal linking, and keyword targeting. 

Collection & Page Optimisation

• Created and optimised SEO copy across high-value collection pages, aligning content with transactional search intent. Collaborated with a referral developer partner to implement a custom collection page template - featuring carousels, internal linking modules, and below-the-fold content blocks to support SEO and UX.

Schema & Technical Enhancements 

• Rolled out structured data across the homepage, collection pages, and product templates. Implemented breadcrumb, product, and organisational schema, and added missing elements like review ratings and refund policy markup - strengthening Kip&Co's eligibility for rich results and AI citations. 

Enablement & Collaboration

• Ran regular training sessions with the internal team to accelerate implementation and reduce SEO bottlenecks. Provided guidance across Shopify CMS, content uploads, internal linking, and page management - resulting in faster execution and better internal alignment on SEO best practices. 

Building a Scalable Collection Framework

At the heart of a campaign was a complete overhaul of Kip&Co's collection architecture. StudioHawk led the rollout of over 115 optimised collections, including 53 new bedding-specific pages targeting variations in size, colour, material and print. Each was mapped to keyword demand and SKU availability, ensuring both relevance and conversion intent. 

Internal linking between parent and child collections (e.g. quilt covers > king quilt covers) was planned strategically to build topical authority and improve user navigation. To support this, Kip&Co worked with a developer to launch a new collection template featuring internal linking widgets, carousels, and enhanced UX elements.

Optimising Content for Search & Sales

StudioHawk's internal copywriters created SEO-focused collection content aligned with the transactional search terms. With limited internal developer support, content needed to work within the Shopify CMS and be quick to implement. 

Each collection page featured above-the-fold and below-the-fold content blocks designed to improve both indexability and customer decision-making-ensuring users could find matching bedding products (e.g. sheets, pillowcases) across sizes and styles. 

Introducing informational Content for AI & Discovery 

While the early stages focused on structural SEO, StudioHawk later introduced a content strategy aimed at AI visibility and user education. Blog topics and training sessions were aligned with Lip&Co's internal product and seasonal launches, including content around styling guides and material care. 

Templates were updated to include product carousels, related article modules, and internal linking to collections - allowing blog content to support both discovery and conversion. 

Rolling Out Schema to Strengthen Search Signals

Before the partnership, Kip&Cp site lacked structured data across key templates. StudioHawk implemented schema sitewide, including: 

• Product schema with brands, reviews, availability, shipping, and refund policies. 
• Collection schema featuring breadcrumbs and organisation data
• Homepage schema with organisational markup to enhance trust signals

These upgrades not only improved eligibility for rich results, but also future-proofed the site for AI-driven platforms like Google's Search Generative Experience. 

Training and Collaborative Implementation

Through regular strategy calls, how-to sessions, and ongoing documentation, StudioHawk helped Kip&Co's internal team level up their SEO capabilities. With only two people managing the Shopify backend, upskilling was critical to campaign belocity.

What began as a roadblock became a key success factor - empowering Kip&Co to make SEO-informed decisions and implement recommendations quickly and independently.