Client Story

Leap Frog Tours

Spiritex Organic Fabric
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The Goal

Spiritex Organic Fabric is an eco-friendly clothing and wholesale fabric company in Asheville, NC. Mountain Laurel Digital partnered with Spiritex to accomplish their SEO strategy and online marketing growth goals.

Specific aims of our partnership included:

  • Generating an increase in organic traffic

  • Increasing search presence for non-branded keywords

  • Creating an improved online product strategy for their ecommerce site

  • Becoming relevant to educational topic searches related to their brand offerings

  • Strengthening their brand’s overall presence and messaging



The Solution

Mountain Laurel Digital consulted with Spiritex to optimize their e-commerce experience. We conducted a site audit, competitor analysis, and keyword research to inform our recommended strategies for SEO and the overall user experience of the site. Our market research focused on the various segments within the brand’s target audiences, based on key terms relevant to the buyer journey. We then paired these keywords with our target audiences.

With new insights into who comprises the Spiritix audience and what the most relevant keywords are, we optimized on-site title tags and meta descriptions, integrating keyword phrases strategically to answer consumers’ search queries. We also leveraged niche keywords unique to Spiritex with little competition, like “farm to fabric,” and “USA made traditional fabrics.”

Our product optimization recommendations included guidance on how to improve the content and aesthetic components of the site. The product audit revealed missing reviews from frequent buyers and a lack of emphasis on Spiritex’s differentiators, ie that their fabric is USA-made and organic.

Content strategy recommendations included: expanding the stories of each product, offering resourceful information on using and caring for the fabric, relaying the benefits of each fabric type, and highlighting specific production processes, so that buyers would know the value and quality of Spritiex’s products.

Social media was determined to be an important component of the Spiritex brand. Mountain Laurel Digital partnered with Toews Digital to execute a social media strategy for Spiritex focused on educational content, organic storytelling, and Spiritex’s values and offerings. We combined these efforts with the use of relevant hashtags and geotags.

Our multifaceted approach encompassing SEO, content, and social media strategy enhanced our client’s online presence, resulting in higher engagement across all platforms, and an increase in the brand’s awareness and offerings.



national keywords increased ranking


New Users increased


Organic Search increased

Online Sales increased



The Result

After integrating new research-informed metadata on the site, Spiritex saw an immediate jump in non-branded keyword rankings (aka keyword searches without “Spiritex” in them). As these rankings increased, so did Spiritex’s organic search presence!

As a result of Mountain Laurel Digital’s user experience strategy recommendations, Spiritex’s product offerings were optimized with fresh content, highlighting the fabric’s processes & quality. By acquiring customer reviews and incorporating valuable keywords into the product content, Spiritex brought clarity and authority to their areas of expertise.

Our social media efforts continue to translate into a steady increase in high-quality Instagram followers who value the beauty of ethical fabrics. The Spiritex Instagram account is an impactful marketing tool for brand storytelling, audience engagement, and converting the brand’s target audience into buyers. The company was even designated as one of the “top 50 businesses in Asheville to follow on Instagram!

The Mountain Laurel Digital team finds great satisfaction and enjoyment in our partnership with Spiritex as they continue to pioneer the organic fabric & wholesale industry.


Leap Frog Tours | Mountain Laurel Digital
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