ShowTile: Building organic growth for a luxury tile brand from the ground up
ShowTile is an Australian premium tile retailer catering to architects, builders, and interior designers. When I came on board, the brief was simple: grow traffic. What followed was a comprehensive SEO buildout, expanding site architecture, cleaning up technical foundations, and creating content that resonated with a high-intent professional audience.
+99%
Organic users (18K → 35K)
+87%
Organic sessions (37K → 70K)
+76%
Engaged sessions
+10%
Growth in contact form
The Problem
What we did
Expanded from flat to deep (Site architecture)
ShowTile's original structure barely scratched the surface. We expanded from a homepage and basic category pages into a full product hierarchy — individual product pages under each category, then further subdivided by size, colour, and finish. This gave Google significantly more crawlable, rankable content and gave users a browsing experience that matched how they actually search.
Fixed the foundations without slowing the build (Technical SEO)
We inherited a technically complex site — outdated code, missing H1 tags across hundreds of URLs, title tags exceeding character limits, meta description gaps, 404 errors, and duplicate pages creating crawl waste. Rather than pausing growth work to fix tech issues in isolation, both tracks ran simultaneously — cleaning up what existed while building out what was needed.
Schema markup was implemented across product, category, and local business pages, and Google My Business profiles were optimised to capture local search from architects and designers researching showroom visits.
Human-written content for a high-standards audience (Content)
Architects and designers don't respond to generic copy. We replaced AI-generated category page content with human-written, expert-level descriptions across tile types including terracotta, crazy pave, limestone, laundry tiles, and large format porcelain slabs. A regular blog strategy was introduced targeting the search questions professionals actually ask — tile sizing, installation guidance, finish comparisons, and trend-led content.
Built authority through industry mentions (Off-page SEO)
Secured mentions and features in leading industry publications and local project directories — the kind of sources architects and designers already trust. This built domain authority in a way that aligned with ShowTile's premium positioning.
A premium brand with a website that didn't match its ambitions
ShowTile had the product and the audience — architects, builders, and designers who know exactly what they want and search with high intent. What they didn't have was the organic infrastructure to capture that demand.
The site was minimal in the wrong way: a homepage, some category pages, and not much else. There were no individual product pages, no content targeting the specific tile types and finishes their audience searched for, and significant technical issues running under the hood — outdated code, UX friction, and gaps that made it hard for Google to crawl and understand the site properly.
The brief
Grow organic traffic for a luxury tile brand targeting architects, builders, and designers — while building the right technical and content foundations to sustain that growth long term.
Exceeded projections across the board
Impressions grew 289% against a projection of 110%, more than doubling the expected outcome. Organic users surpassed projections by over 26%, with sessions and users growing consistently through to early 2026.
The results
Consistent growth across every metric that matters
Across 18 months, ShowTile went from minimal organic presence to a genuinely competitive position in the Australian luxury tile market — with traffic growth that compounded month on month.
+87%
Organic sessions (37K → 70K)
+76%
Engaged sessions
+10%
Growth in contact form
+99%
Organic users (18K → 35K)
The traffic acquisition data shows a clear upward curve from 2,288 organic sessions in July 2024 to 4,642 by March 2026 — with contact form events growing +10% over the same period, confirming that the traffic being driven was genuinely high-intent.
The takeaway
Luxury brands have a higher bar for content quality — and that's actually an advantage in SEO. When you create content that genuinely matches the knowledge level of your audience, it earns trust from both users and Google.
ShowTile's growth came from doing the unglamorous work well: fixing technical foundations, building proper page depth, and writing content worth ranking. No shortcuts, just consistent execution.