The Mortise & The Hare

The Mortise & The Hare makes heirloom-quality hardwood floating shelves - solid walnut, white oak, mahogany and live-edge pieces, including their signature gallery-rail shelving - shipped across the US from their Shopify store.

As a small maker, they started from almost nothing in search: 11 tracked keywords, one in the top 10, and no visibility for the exact phrases their buyers type, like 'floating shelf with edge rail' or 'mahogany floating shelves'.

Everything started at once in week one: weekly blog content - genuinely helpful pieces on choosing, installing and styling hardwood shelving - a full audit with the optimization implemented by us (meta data, schema markup, image optimization for a visual product, page speed, site structure), and collection pages built with our unlimited web copy for every wood species, style and configuration they sell.

Our outreach team pitches that weekly content to publishers for link placements in active content - and for a small brand with no link profile, those first genuine backlinks are what establish authority in the niche. Every page is also indexed on ChatGPT, Claude, Gemini and Grok, so the brand comes up when shoppers ask AI tools where to buy solid hardwood floating shelves.

The tracked set grew from 11 to nearly 200 keywords, and 69 of them now sit in Google's top 10. The niche-defining terms - 'gallery rail wood shelves', 'custom wood shelves with rail', 'floating shelf system with rail' - all rank #1.