The Rustic Brush, a Texas based arts and crafts studio brand, came to CausalFunnel to improve organic visibility across its workshop offerings and studio locations. While the brand already had awareness and steady impressions in search, organic traffic was not scaling at the same pace. Over a focused three month SEO engagement, we helped increase organic clicks from 2,150 to 8,930 by fixing foundational issues, aligning content with real search intent, and strengthening site structure across locations and experiences.

Background and Problem

The Rustic Brush operates multiple locally owned DIY craft studios across Texas, offering hands-on workshops, private events, and creative experiences for individuals, families, and groups. The brand had strong offline appeal and repeat customers, but organic search was not contributing consistently to bookings.

A detailed website and SEO audit revealed several constraints holding performance back. The site had technical inefficiencies affecting speed and crawl behavior. Important pages related to workshops, locations, and experiences were not internally connected in a way that supported search visibility. Content existed, but it did not clearly map to how users searched for local craft studios, DIY workshops, or group activities.

Despite growing impressions, traffic stayed limited. Clicks hovered around 2.1K over a three-month period, indicating that visibility was not converting into meaningful discovery or demand.

Case Study

We started with a full website audit to identify technical gaps, on page weaknesses, and off page limitations. Instead of applying broad changes all at once, we created a weekly optimization plan that addressed one priority issue at a time to maintain stability while improving performance.

Next, our team analyzed how people search for DIY experiences, craft workshops, private events, and location-specific studio offerings. This allowed us to map search intent directly to studio pages, workshop categories, and informational content. Keyword research focused on terms that matched both demand and booking intent rather than generic traffic.

Once opportunities were defined, we improved existing pages and created SEO focused content where gaps existed. Keyword clustering helped group related topics, while a structured internal linking approach connected locations, workshops, and experiences more clearly for both users and search engines.

After on site improvements were in place, we executed a targeted backlink strategy using niche relevant placements to strengthen authority and support ranking growth.

How CausalFunnel Fixed the Problem

On-page improvements focused on clarity and alignment. Page titles, descriptions, headings, and content structure were refined to reflect real search behavior around DIY studios, workshops, and local experiences. Pages were reorganized to ensure priority services and locations were clearly understood by search engines.

Technical fixes addressed site speed issues, indexation gaps, and crawl inefficiencies. These changes helped search engines access the right pages consistently and improved usability across devices, especially for users searching on mobile.

Off-page work focused on trust building. By earning relevant backlinks connected to the arts, crafts, and local experience space, the site gained stronger authority signals that supported ranking improvements across key pages.

Key Takeaway: Meaningful growth came from aligning technical stability, intent-driven content, and structural clarity. By fixing crawl and speed issues, mapping content to how users actually search for DIY experiences, and strengthening internal connections across locations and workshops, existing visibility was converted into real traffic.

Increase in Clicks

Based on Google Search Console comparison data:

• Organic clicks increased from 2,150 to 8,930
• This represents a 315 percent increase in clicks.
• Average daily clicks rose steadily and remained stable across the period.
• Growth was consistent, not driven by isolated spikes or short-term events.

All gains were achieved organically.

Conclusion

Through a structured SEO approach, The Rustic Brush increased organic clicks from 2.1K to 8.9K in three months. Technical fixes, intent aligned content, and authority building combined to turn underperforming visibility into sustained traffic growth.

This case study demonstrates how SEO, when executed with discipline and data, can drive consistent discovery for experience-based, multi-location businesses without relying on paid channels.

Want to scale organic traffic for your multi-location business with a clear, data-backed SEO strategy? Talk to CausalFunnel and see how sustained growth can be built without relying on paid channels.