Increasing Butchoff Antiques' organic traffic by 391% in just 2 years
The Challenge
What we were up against and why it mattered
Butchoff Antiques, a family-owned London dealer established in 1964 with over six decades of expertise in English and Continental decorative arts came to us with to solve their limited online visibility. Their site averaged page 3 rankings making it virtually invisible in the competitive luxury antiques market. The challenge was multi-dimensional: their CMS had technical limitations that make optimization difficult, 1,200+ high-value products lacked rich product information and their inventory spanning 205+ categories was essentially undiscoverable in search. They shipped globally but international presence relied on a non-SEO-friendly translation widget. They needed to compete for highly competitive location queries (e.g. "antique dealers london"), establish authority in maker attribution (a key differentiator in luxury antiques), and make their comprehensive catalog findable, all while working within platform constraints that required creative technical solutions rather than wholesale platform changes.
Our Strategy
How we tackled it and what made our approach different
The Results
What we achieved together and the impact it created
The results demonstrate the compounding power of long-term, sustainable SEO. Year one delivered 307% organic session growth as we built the foundation with 205 optimized categories, on-page optimization of 50+ maker pages, and technical infrastructure improvements. Year two added 21% growth on that strong base—total 391% growth, nearly 5x traffic. Engaged sessions grew 372%, with engagement rate sustained at 65.7% despite massive scale. Butchoff moved from page 3 to a mix of page 1 and 2 rankings, with 50+ page 1 rankings including position 4 for "london antique dealers." Daily impressions increased 75-90%. Most critically, the technical foundation—product feed enrichment for Google Merchant Centre, comprehensive product schema documentation, URL canonicalization, and international optimization consulting created sustainable competitive advantages. Today, Butchoff captures qualified traffic across 20+ countries with systems that compound value as inventory grows.
What our Partners say
"My very first contact with Alchemy and first meeting was only an hour apart, and yet in that time they completed a crawl of my website and was able to clearly and comprehensively provide an insight into how they could improve the SEO of our website. Despite having never worked in my industry previously, Alchemy was able to clearly identify the best way forward, what was required to improve the site and work within the (sometimes challenging) parameters of the existing structure of our site, or make technical recommendations for changes that would see improvements. All the while being able to explain in simple terms what the benefits of thier work would bring. I have been very impressed with the work that Alchemy have done in the subsequent 18 months, which has seen significant growth in traffic and revenue as a result of the work they have implemented, and would have absolutely no hesitation in recommending them to others."
Want results like this?
Partner with Alchemy for systematic SEO that builds compounding returns. Let's discuss how multi-year strategic optimization can transform your organic presence.