Heir Looms — Business & SEO Analysis

💵 Methodology — cash-collected only (tap to expand)

Counts only paid orders (money actually received): 2,833 orders / $8.47M net cash ($8.67M gross before refunds) across 2018–2026. Excludes 52 pending ($319k) — matches the owner's note on units lent out and marked sold — plus 70 fully-refunded ($114k) and 81 voided ($533k). 2026 is year-to-date (marked *).

Report 1

Sales & Revenue — what really happened

$1.03M

Revenue 2025 (cash)

-49% vs 2022

192

Paid orders 2025

-63% vs 2022

$5.4k

Avg order value 2025

+38% vs 2022

54%

From trophy pieces 2026*

was 8% in 2021

Net cash by year — Core business vs Trophy pieces ($)

Paid orders by year — Core vs Trophy pieces (# units)

Average order value by year

▪ 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.

Where the decline lives — Accessible (<$5k) vs High-end (≥$5k)

Accessible tier (<$5k): $894k → $152k (-83%) · 616 → 122 orders (-80%). This is where the entire decline lives.
High-end + Luxury (≥$5k): $761k → $878k (+15%) · essentially flat / healthy.
▪ The luxury tier is NOT the problem. The whole decline is the accessible tier collapsing 83% — recovering that shopper is the single biggest growth lever.

Report 2

Customers & Products

📅 This section covers 2026 year-to-date only. Customer counts, repeat behaviour and categories are measured on 2026 paid orders. The all-time table is included for context.

Paying customers 2026

Repeat customers 2026 (24%)

$261k

Revenue from repeat 2026

40% of total

$647k

Cash collected 2026

90 orders

▪ 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.

Top customers — all time

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

Top customers — 2026

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

Product categories — 2026 (year-to-date)

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.

Report 3

Web traffic & attribution — last 12 months

17,979

Sessions (12 mo)

1.0%

Blended conversion

70%

Direct / untagged

too high

2.9%

Email conversion

best channel

Sessions & conversion by month

Traffic by type — volume & conversion

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.

🔎 Attribution audit — not set up correctly. 70% of sessions land as "Direct/untagged" (healthy stores run 20–40%). Untagged Instagram links, email clicks, DM/WhatsApp "dark social" all collapse into Direct — so Social & Email look smaller than they are. Also 546 bot/spam sessions inflate the numbers. Fix first: UTM-tag every link, add GA4 + channel tagging, exclude spam referrers.

📎 Appendix — 2026 data integrity (why cash-only)

For 2026 year-to-date we count only money received: 90 paid orders / $647k net cash. Excluded: 13 pending ($91k) — the lent-and-marked-sold inventory the owner described; 3 fully-refunded ($20k). Counting these would overstate sales and distort stock.

Executive Summary

Where the money is & how to grow

Your fine & luxury rugs still sell just as well — that's your strength (high-end +15% since 2021).
What you lost are the customers buying accessible rugs ($1k–$5k): that volume fell 83%.
Because you sell fewer but pricier pieces, the average ticket rose while total sales fell.
Your best customers are interior designers who buy again and again (repeat = ~72% of revenue).
You now depend too much on a few very large sales — a risk worth reducing.

5 Growth Opportunities

Recover the accessible tier ($1k–5k). Where the entire decline sits — needs demand (SEO, content, reactivation) to bring qualified visitors back.
Build a trade program for designers. Reactivate lapsed accounts & recruit new firms — recurring revenue at low cost.
Fix the product catalog. Tag categories to improve search, merchandising & shopping feeds.
Grow traffic like the category leaders. Style/type collection pages + buying & care guides.
Reduce whale-dependence. A healthy accessible base makes trophy sales the bonus, not the crutch.

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.

SEO Analysis

Organic visibility, technical health & the fastest paths to more traffic

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.

Overall Health /100

Content

Authority

Technical*

1,419

Open Issues

*Technical scored low largely because indexability & Core Web Vitals signals are blocked/degraded — see the audit below. 163 ranking keywords · ~218 referring domains.

★ Top 5 Fastest Wins

Ranked by impact ÷ effort. Items 1–4 are mostly configuration & content you can ship this week.

1Rescue the catalog's indexability1–3 days

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.

Do this →Remove stray noindex/canonical conflicts on collection & product URLs, add products to the sitemap, submit in Search Console.

Payoff →Unlocks the entire inventory for ranking — the single highest-leverage fix.

2Unique description + meta for every productReady now

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).

Do this →Deploy the unique, image-based product descriptions already generated (883 in-stock rugs) + auto-write a 150-char meta description per page.

Payoff →Turns ~880 dead product URLs into individually rankable, higher-CTR pages.

3Fix image SEO — ALT, compression, WebP2–4 days

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).

Do this →Bulk-add descriptive ALT text (rug type · origin · colors — same vision pipeline) and enable Shopify WebP/compression.

Payoff →Opens Google Images as a discovery channel and lifts Core Web Vitals.

4Add Product schema + unblock AI crawlers1–2 days

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.

Do this →Install Product schema (price, availability, images) sitewide and remove the LLM-crawler block from robots.txt.

Payoff →Rich snippets raise CTR; AI visibility becomes a new referral channel.

5Push page-2 terms & capture buyer intent3–7 days

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.

Do this →Rewrite homepage/collection titles & H1s toward commercial terms (vintage/antique + rug type + size); build collection pages for high-intent categories.

Payoff →Moves near-miss rankings onto page 1 and starts capturing ready-to-buy searches.

Organic Visibility

What the site ranks for — and the page-2 opportunity

Ranking positions (163 keywords)

Only 10 keywords reach page 1. 58 sit at 11–30 — the "striking distance" zone for the fastest gains.

Search intent of traffic

An e-commerce store capturing zero transactional search traffic leaves its highest-value visitors on the table.

Organic traffic trend (est. monthly visits)

Volatility this large on a small base usually signals unstable indexation — pages dropping in and out of Google — reinforcing Fix #1.

Technical Health

1,400+ issues across 102 pages

Indexability crisis: of 102 crawled pages, only 18 are indexable — 82 are not. Combined with 5 important pages missing from the sitemap, this is why the catalog underperforms despite strong backlinks. Fix this before anything else.

Top technical / on-page issues (by pages affected)

Backlinks

Real strength — used well, this is a moat

The store has earned genuinely high-value editorial links most rug shops never get. Lean into this — pitch more shelter/design press.

Authority backlinks

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

Toxic links to disavow

A visible slice is spam directories & link-scheme domains dragging on trust. Action: file a Google disavow — low effort, protects the domain.

takes.sbswants.cfdknows.sbsway2check.cvseodomains.websitelinksnatcher.comblinks.monsterwebsitescrawl.artgoooogla.com

Competitive Landscape

The headroom to aim at

Est. monthly organic traffic — Heir Looms vs direct competitors

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.

Head-to-Head — Heir Looms vs Apadana

A close rival (Shopify rug store, same antique/vintage niche) — and the clearest proof of the thesis

Metric-by-metric — Aug 2026 (live pull)

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 indexed & ranking	18 of 102	Collections indexed ◄	—
Content / blog engine	None	Care guides drive traffic ◄	—
Transactional (buyer-intent) traffic	0	~3	~tie

◄ marks the stronger side. Gap = how many times ahead the leader is. Apadana data pulled live, Aug 2026 (Google organic + backlink index).

Read this carefully — it's the good news. Apadana pulls roughly 4× the traffic today, but not because they out-rank Heir Looms on authority — the opposite is true. Heir Looms' backlinks are objectively stronger (real design press — Architectural Digest, ELLE Decor, House Beautiful) vs Apadana's spun blog-networks and low-DA directories. Apadana wins on execution alone: their collection pages are indexed and ranking, and a simple blog of care/how-to guides quietly harvests informational traffic every month.

What this means: Heir Looms is losing to a weaker-authority competitor purely because its catalog is invisible to Google (Fix #1) and it publishes no content. Close that executional gap — index the catalog, add unique descriptions, start a lightweight guide blog — and Heir Looms' superior authority gives it a higher ceiling than Apadana. One shared weakness stands out: both stores capture almost zero buyer-intent traffic. Whoever builds high-intent collection pages first takes that lane outright.

Roadmap

Prioritized 30 / 60 / 90 days

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.