Colore Colori: How an SEO repositioning strategy led to +40% organic growth and established LVT flooring as a new category
What happens when a brand already known for rugs and carpets decides to change its strategy and invest heavily in a completely different product category?
And especially in a category that requires not only search engine rankings but also educating the public, building credibility, and creating a new brand identity?
This was precisely the challenge we faced in the SEO project for Colore Colori, one of the best-known Greek brands in the carpet, rug, and flooring solutions sector.
Our collaboration began at a particularly critical time for the website, as it had been significantly impacted by the August 2023 Google Algorithm Update, resulting in a noticeable decline in its organic performance.
At the same time, there was a very ambitious business goal that required time, but above all, experience – to achieve: The gradual shift of organic targeting from traditional categories, such as rugs and carpets, toward LVT flooring, a category with enormous growth potential but also high competition.
Our goal, therefore, was threefold:
⭕ Restore organic visibility following the algorithm update
⭕ Establish topical authority around LVT flooring
⭕ Increase organic traffic and visits with the goal of driving sales through strategic SEO.
Within a few months, Colore Colori not only recovered but also managed to increase organic traffic by 40% year-over-year, while its key LVT categories moved to the first page of Google in just 3 months.
✅ The Challenge of Repositioning
The main challenge of the project was that it wasn’t simply an SEO optimization project. In fact, a complete SEO repositioning was needed.
The Colore Colori brand was already strongly associated with rugs and carpets, but it now needed to build organic credibility in a new product category with a different search intent, a different audience, and different information needs.
At the same time, the site needed to gradually regain Google’s trust following the impact of the August 2023 algorithm update, which had affected its organic visibility.
This meant that our strategy had to operate simultaneously on multiple levels:
⭕ Technical SEO recovery
⭕ Building topical authority
⭕ Strengthening the credibility of the new product category
⭕ Gradually changing the site’s organic identity
⭕ Attracting new organic visitors through informational content.
✅ Our Strategy
Our approach was based on a combination of category optimization, content strategy, and authority building, with the goal of gradually strengthening Colore Colori’s organic presence in the LVT product category.
✅ SEO Repositioning Strategy
The first priority was to help Google understand that the site is no longer exclusively about rugs and carpets, but now also specializes in LVT vinyl flooring.
To achieve this, we took the following steps:
- Created new categories and restructured the site’s architecture
- Optimized the categories for keywords related to LVT
- Strengthened internal linking to the new categories
- Researching user intent in searches related to vinyl flooring
- Creating SEO-friendly, useful content
Our goal was to establish a clear association with the new product category so that Google would begin linking the brand to relevant searches.
✅ The content strategy for the new category
We knew that the audience interested in LVT flooring isn’t just looking for products at this stage. They’re looking for information, since this is a new flooring solution.
Therefore, the target audience wants to know:
- what LVT is
- what its advantages are
- where it’s used
- how it compares to other flooring solutions
- whether it’s worth the investment.
Based on this information from our research, we placed a strong emphasis on the informational aspect of SEO, creating strategic content that fully addresses users’ search intent and reinforces the site’s topical authority.
The results were twofold:
- Traffic from informational content increased significantly.
- Google began to recognize Colore Colori as an authority on LVT flooring, which also had a decisive impact on search rankings.
✅ Community-driven traffic & Reddit strategy
In addition, we leveraged targeted communities and discussions centered on interior design, renovations, and flooring solutions.
We placed particular emphasis on Reddit, with the goal of generating consistent traffic through organic mentions and discussions about LVT vinyl flooring.
This helped not only to drive traffic but also to strengthen Colore Colori’s brand signals and overall credibility within the digital ecosystem.
✅ What We Achieved
The results of our strategy were particularly impressive, both in terms of organic visibility and brand repositioning:
⭕ Organic growth: +40% increase in organic traffic year-over-year
⭕ Keyword performance: The key LVT categories moved to the first page of Google in just 3 months, with a steady rise in average ranking
⭕ Authority & brand trust: Colore Colori succeeded in building credibility around the new product category.
Through this process, it became clear once again that SEO is no longer just about keywords and rankings. It’s about how a brand manages to build organic credibility in new markets, establish topical authority, and associate its name with new product categories and new audience needs.
This specific repositioning project for Colore Colori is a prime example of how an SEO strategy can function not only as a channel for driving traffic but also as a tool for business transformation and organic growth.
