Imogen Pope London
How we helped Imogen Pope London become the UK’s go-to brand for designer and luxury lampshades.
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Traffic growth YoY
Orders from new customers
Increase in conversion rate
Increase in non-brand organic traffic in six months
The Goals
The Challenge
When we partnered with Imogen back in May 2025, the brand already had strong design appeal and loyal returning customers, but non-brand organic visibility didn’t yet reflect the quality of the product or positioning.
Search results for terms like “designer lampshades” and “luxury lampshades” were dominated by large interiors brands - making it difficult for smaller, independent names to compete.
The challenge was clear: Build search authority from the ground up and make Imogen Pope London visible - and clickable - alongside established market leaders.
Client background
Imogen Pope is a London-based interiors brand known for its handmade lampshades, each crafted using premium embroidered cotton, silks, and stripes.
With a growing online presence and a reputation for timeless, joyful design, Imogen wanted to reach a wider audience through organic search - without losing her brand’s charm or individuality.
We were brought in to lead a structured SEO and CRO strategy designed to:
- Build authority in the luxury and designer lampshade niche.
- Drive qualified traffic from non-brand search terms.
- Increase on-site conversions through improved navigation and user experience.
The Strategy
With Imogen competing against established interior retailers, our approach focused on owning the “luxury + designer” lampshade space - balancing technical SEO with creative optimisation.
SEO strategy: Establishing luxury search authority
We began by conducting detailed keyword and link gap analysis across key competitors (Oka, Love Frankie, and Jim Lawrence). From there, we built a structured SEO roadmap targeting high-commercial-intent keywords such as:
- designer lampshades
- luxury lampshades
- luxury lamp shades for table lamps
- luxury lampshades UK
- bespoke lampshades
To build authority quickly, we:
- Re-optimised the main lampshades collection page for “designer” and “luxury” search terms.
- Improved internal linking between related collections (e.g. frill, embroidered, bespoke).
- Launched a link building campaign to secure backlinks from interiors blogs and design directories.
- Enhanced metadata, schema, and site structure to maximise crawl efficiency and search clarity.
This combination helped the brand break into - and ultimately dominate - page one for high-value keywords.
CRO strategy: Enhancing the buying journey
Once visibility began to climb, we turned our focus to improving the conversion experience for new visitors:
- CTA testing: Introduced and tested a green “Add to Cart” button, increasing conversion rate by 20%.
- Performance tracking: Used heatmaps and session recordings to identify drop-off points and improve layout.
- Trust and incentives: Refined product reviews, added free UK shipping for multi-item orders, and simplified newsletter offers.
By pairing SEO growth with UX improvements, we ensured that new traffic didn’t just browse - they bought.
The Business Impact
“I’ve absolutely loved working with Nomada Digital - they’ve made SEO feel so easy to understand! I can see the difference every month, not just in traffic but in orders too. The lampshades are now ranking number one for designer and luxury searches, which is amazing considering how many big brands we were up against. Danny and the team just quietly get everything done - then suddenly we’re top of Google! It’s honestly been such a positive experience - they’ve helped my brand reach so many new people while keeping everything true to my tone and style.”
The SEO Impact
Performance summary
Filtering for commercial “designer” and “luxury” lampshade queries, growth between May and October 2025 has been exceptional.
Imogen Pope London added +10 keywords to the top #3, +6 new #1 rankings, and achieved a +13.1 percentage point increase in Share of Voice, surpassing every competitor in the niche.
Qualified traffic growth
This uplift came exclusively from high-intent, non-branded search terms.
Every ranking gain is tied to product-related queries like designer lamp shades and luxury lamp shades for table lamps - all of which now drive consistent sales from new audiences.
Non-brand traffic now represents the majority of organic visits and has directly contributed to a 42% rise in new customer orders.
Keyword improvement
Here are some of the most impactful keyword movements since project launch - all of which were previously ranked on page 2 or above.
As with all Nomada strategies, we focus exclusively on the top 3 ranking opportunities where the majority of click and conversion potential lies.
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