Case Study

Success Story: Decorunner

• Company: Decorunner
• Industry: E-commerce / floor runners and mats
• Location: Belgium
• Use case: Non-brand product SEO for an online store

About Decorunner

Decorunner is a Belgian online store selling kitchen runners, dry-walk mats, play mats and event carpets, including made-to-measure sizes.

The Challenge

A new store faces a simple problem: nobody is searching for its name yet. Decorunner started collecting Search Console data in November 2025, and its own brand term brings in only a small share of traffic.

The searches that matter are the product ones. "Keukenloper" (kitchen runner) alone is shown more than 20,000 times, and there is a long tail around it: made to measure, anti-slip, vinyl, on a roll, specific widths. Winning those means competing on the product, not the brand, which is harder but far more valuable.

The Solution

The work focused on the category and product pages that answer those searches:

• Optimising the kitchen runner, dry-walk mat and play mat categories around how people actually search for them
• Building out made-to-measure, anti-slip and vinyl variants as their own entry points
• AI-assisted content to cover the long tail of sizes and materials
• Search Console monitoring to see which product terms were gaining ground

The Results

Comparing the six months to August 2026 against the six before it:

• Organic clicks up 75%, from 970 to 1,694
• Impressions up 80%, from 60,011 to 108,113
• Average position improved from 13.3 to 11.0
• Click-through rate held roughly flat, from 1.62% to 1.57%

Click-through rate dipped very slightly because impressions grew faster than clicks as the site started appearing for broader, higher-volume terms. That is the expected pattern when a page moves up from deep positions into the bottom of page one, and it points to the next opportunity rather than a problem.

The trend is clean: monthly clicks reached 431 in August 2026, the best month in the period and its most recent, up from 204 at launch.

The product searches are doing the work, exactly as intended. The brand term "decorunner" brings in 124 clicks, but "keukenloper" and its variants (made to measure, anti-slip, vinyl, on a roll) together bring in far more, and the classic kitchen runner and dry-walk categories now out-earn the homepage. The biggest term, "keukenloper", still sits at position 8.5 against more than 20,000 impressions, so there is a lot of headroom left on searches the site already appears for.

Discover How Boostifai Can Help Your Online Store

Ranking for your own name is easy. Ranking for what your customers actually type is where the growth is. Book a demo or a strategy call to find those searches in your category.