Scaling Growth with Technical SEO

Technical SEO • Content Development

Fright Rags

Fright Rags

Fright Rags

The brief

Fright Rags is more than a merch store — it’s a love letter to the horror community. Every design is crafted for fans who don’t just watch scary movies, they live them. But despite strong brand loyalty, Fright Rags wasn’t getting the organic visibility it deserved. Their products were beloved, their audience devoted, but search engines weren’t telling the same story.

Roswell partnered with Fright Rags to change that. By strengthening the site’s technical foundation, elevating content, and sharpening keyword intent across key categories, we built the search authority the brand needed to match its cultural impact. What followed was a surge in visibility, rankings, and high-value organic traffic that finally reflected the strength of the brand and its fiercely loyal fanbase.

Full Bleed Image

The approach

Roswell built an SEO roadmap focused on both technical performance and content relevance. The goal was to lift ranking stability, grow high-intent traffic, and sharpen category signals across the site.

We conducted deep keyword research to uncover new ranking opportunities, rewrote metadata and collection page copy to align with search intent, resolved technical blockers impacting crawlability, and strengthened the site’s backlink profile for improved authority. With a focus on clean site architecture and high-quality content, the strategy laid the groundwork for scalable, sustainable SEO growth.

The execution

Keyword Research & Intent Mapping

Identified high-opportunity keywords across core categories and aligned them with refreshed metadata, collection copy, and product-level optimizations.

Metadata & On-Page Content Updates

Updated title tags, meta descriptions, headers, and collection descriptions to better match user search behavior and strengthen topical relevance.

Technical SEO Fixes

Addressed crawl issues, indexation gaps, site speed considerations, and structural elements impacting ranking performance.

Backlink Health & Authority

Ensured a strong backlink profile by monitoring toxicity, supporting healthy link acquisition, and maintaining domain authority.

+45.6%

Organic traffic value

The results

Channel Impact

Fright Rags achieved meaningful growth across visibility, ranking positions, and high-value search traffic. With stronger content alignment, improved page structure, and cleaner technical performance, SEO is now a more reliable acquisition channel with clear momentum year over year.

This improved foundation positions Fright Rags for continued ranking expansion, higher search value, and scalability across new product categories.

  • 28.2 percent increase in estimated organic traffic, growing from 19,816 to 25,407 monthly sessions
  • 47.5 percent increase in top 3 keyword rankings, rising from 309 to 456 high-visibility terms
  • 45.6 percent increase in organic traffic value, demonstrating stronger ranking quality and higher-value keyword wins
  • Improvements driven through keyword research, content optimization, technical SEO fixes, and backlink profile management

Conclusion

Roswell’s holistic SEO strategy—combining technical auditing, content optimization, and keyword-driven improvements—delivered significant gains in organic search performance for Fright Rags. With stronger keyword authority, higher-value traffic, and a reinforced site foundation, the brand is now set up for long-term organic growth and improved discoverability across its full catalog.