Two views of the same store: what the Shopify records reveal about the money, and what search engines see about your visibility online.
▪ Revenue peaked in 2022 ($2.01M) and has declined since, but the average order keeps rising (from $2,381 in 2021 to $5,365 in 2025). They sell fewer pieces at higher prices.
▪ Risk: trophy pieces (>$20k) grew from 8% of revenue in 2021 to 54% in 2026* — the business increasingly leans on a handful of large sales.
Accessible (<$5k): $894k → $152k (-83%) · 616 → 122 orders (-80%). This is where the entire decline lives.
Premium ($5k–$10k): $382k → $267k (-30%).
High-end ($10k–$20k): $246k → $311k (+26%).
Trophy (>$20k): $132k → $300k (+127%) · 5 → 9 orders.
▪ The upper tiers are NOT the problem — everything ≥$5k is flat-to-up, and trophy sales more than doubled. The whole decline is the accessible tier collapsing 83% — recovering that shopper is the single biggest growth lever, and it also reduces the growing dependence on a handful of trophy sales.
▪ In 2026, 14 of 59 customers already repeat (24%) and generate $261k (40% of revenue) — the design-trade repeat base carries the business. Most are interior designers buying again and again, not one-time retail.
| Customer | Revenue | Orders |
|---|---|---|
| Sarah Ostreicher | $381,544 | 30 |
| Garcia Haley Design | $316,522 | 20 |
| McCann Design Group | $254,502 | 25 |
| Anne Mcdonald | $210,093 | 28 |
| Caitlin Flemming | $158,506 | 36 |
| Kaitlin Chamblin | $150,177 | 33 |
| Ellen Kavanaugh Interiors | $147,352 | 26 |
| Maddison Gambrel | $119,939 | 1 |
| Customer | Revenue | Orders |
|---|---|---|
| Danielle Darah | $88,560 | 1 |
| Ellen Kavanaugh Interiors | $77,092 | 8 |
| McCann Design Group | $52,410 | 2 |
| Whitney Baldwin | $45,724 | 3 |
| Helen Bergin | $43,200 | 1 |
| Nikki Levy Interiors | $33,219 | 2 |
| Sarah Ostreicher | $27,697 | 1 |
| Kathleen Birmingham | $27,559 | 1 |
Categories derived from product titles — the Shopify catalog has no category field (product_type blank on 100% of items), so these were reconstructed from rug names.
▪ Persian / Oriental designs drive the business — $472k (61%) — followed by Custom / Hand-made commissions (25%).
▪ Data-hygiene gap: with no real category tags, on-site search, collections and shopping feeds all run blind. Tagging the catalog unlocks better merchandising and acquisition.
Bar color = converts: sage ≥1%, gold weak, red ~0%. Hover for exact share & conversion. Source: Shopify online-store analytics.
▪ Direct converts (1.39%) and carries the store — design-trade buyers who come straight to the site (mirrors the repeat-revenue finding).
▪ Search brings 2,844 visits but converts 0.04% — unqualified/informational, not buyers.
▪ Social (1,924 visits) converts 0.0% — pure awareness.
▪ Email is the best converter (2.9%) but switched off (34 visits/yr) — the biggest untapped lever for a repeat design base.
The product and brand are not the problem — the gap is customer acquisition. That's exactly what the SEO Analysis tackles →
Source: Shopify Admin API — paid / cash-collected orders only, 2018–2026 (2026 YTD). Net cash = order total minus successful refunds. Prepared for Heir Looms · Rugs + Interiors.
heirlooms.co has something most competitors envy — genuine editorial authority (Architectural Digest, House Beautiful, ELLE Decor, Domino). But that authority is wasted on a catalog Google can barely see: ~80% of pages aren't indexable, product pages are thin, and the store ranks for almost no buyer-intent searches. Nearly every problem is a fast, well-understood fix.
*Technical scored low largely because indexability & Core Web Vitals signals are blocked/degraded — see the audit below. 163 ranking keywords · ~218 referring domains.
Ranked by impact ÷ effort. Items 1–4 are mostly configuration & content you can ship this week.
82 of 102 crawled pages are flagged Not Indexable, and 5 key pages are missing from the sitemap. Most of the product catalog isn't even eligible to appear in Google.
43 pages have no meta description and product pages show thin, near-duplicate content — so they earn almost zero organic traffic (the homepage alone carries 128 of ~296 monthly visits).
99 images have no ALT text, 94 exceed 100 KB, and 99 use dated formats. This forfeits Google Images traffic and slows every page (speed is a ranking & conversion factor).
Product/Offer schema is missing (no price/availability rich results), and robots.txt currently blocks LLM crawlers — making the store invisible to ChatGPT, Perplexity & Google's AI answers.
58 keywords sit on page 2–3 (positions 11–30), and the store ranks for virtually zero transactional queries — a fatal gap for e-commerce.
Only 10 keywords reach page 1. 58 sit at 11–30 — the "striking distance" zone for the fastest gains.
An e-commerce store capturing zero transactional search traffic leaves its highest-value visitors on the table.
Volatility this large on a small base usually signals unstable indexation — pages dropping in and out of Google — reinforcing Fix #1.
| Publication | Domain Auth. |
|---|---|
| Architectural Digest | 31 |
| ELLE Decor | 19 |
| Food52 | 17 |
| House Beautiful | 16 |
| Domino | 13 |
| Jenni Kayne / Rip & Tan | 12 |
| Studio DIY | 11 |
| Modern Luxury | 10 |
A visible slice is spam directories & link-scheme domains dragging on trust. Action: file a Google disavow — low effort, protects the domain.
loomandco.com (~1,641) & heirloombk.com (~1,002) show the ceiling: comparable inventory, but their product/category pages are indexed and content-rich. The gap is executional, not authority — which Heir Looms already has.
| Metric | Heir Looms | Apadana | Gap |
|---|---|---|---|
| Ranking keywords | 163 | 855 ◄ | 5.2× |
| Est. monthly organic visits | ~296 | ~1,110 ◄ | 3.8× |
| Keywords on page 1 (top 10) | 10 | 136 ◄ | 13.6× |
| Referring domains | ~218 | 319 ◄ | 1.5× |
| Backlink quality | ◄ Editorial — AD, ELLE, House Beautiful | Blog-networks & directories | HL ◄ |
| Collection pages ranking in Google (w/ traffic) | 0 | 10 ◄ | +10 |
| Blog / guide pages ranking (w/ traffic) | 0 | 8 ◄ | +8 |
| Pages in Google's index (all URLs) | ~2,885 | ~4,492 ◄ | 1.6× |
| Pages that actually rank (pull search) | 29 (~1%) | 143 (~3%) ◄ | 4.9× |
| Transactional (buyer-intent) traffic | 0 | ~3 | ~tie |
◄ marks the stronger side. Gap = how many times ahead the leader is (×), or the absolute lead (+N) when one side is zero. "Collection / blog pages ranking" = category & guide URLs that actually pull organic traffic (not just exist). Indexed ≠ ranking: both stores have thousands of URLs in Google's index, but most are pagination / params / dead pages that earn no traffic — only ~1% (Heir Looms) vs ~3% (Apadana) actually rank. Apadana data pulled live, Aug 2026 (Google organic + backlink index).
| Window | Focus | Actions |
|---|---|---|
| 0–30 days | Get seen | Fix indexability & sitemap · deploy unique product + meta descriptions · unblock AI crawlers · disavow toxic links |
| 30–60 days | Get faster & richer | Image ALT + WebP/compression · Product schema sitewide · rewrite titles/H1s · internal-linking pass |
| 60–90 days | Get buyers | Build high-intent collection pages · buying guides by rug type · earn 3–5 new editorial links · re-audit & track |
Sources: Google organic search data, full-site technical crawl audit & backlink index — collected Aug 5, 2026. Health scores are directional (technical & UX signals were partially degraded by the indexation issues above). Figures are planning estimates, not guarantees. Prepared for Heir Looms · heirlooms.co.