# Fright Rags

See how Roswell helped Fright Rags strengthen organic visibility with technical SEO fixes, content optimization, and keyword strategy — driving +28% organic traffic, +47% top 3 keyword rankings, and +45% organic traffic value year over year.


# Fright Rags
## Scaling Growth with Technical SEO
Technical SEO • Content Development

### 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.


### 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.

### 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.

## Our Work
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## Contact Information
Address: 225 Broadway Suite 3100, New York, NY 10007
Phone: 212.227.6140
Email: contact@roswellstudios.com

## About Roswell
We are a full service eCommerce agency providing conversion focused experiences for direct-to-consumer (DTC) and B2B brands. Our portfolio grossed over $350M USD in 2024.