Under The Canopy Rises To The Top of Google Search

  • Industry
    Home, Bedding & Bath
  • Platform
  • Challenge
    Increase their organic search presence on Google and click through rates from high-intent traffic
  • Solution
    Generate tons of Google-crawlable reviews and implement Google rich snippets
  • Results
    Ranks 1st in Google for ‘organic cotton sheets’, 13.7% order-to-review rate, and a 4.7x higher conversion rate on-site
Under The Canopy believed in producing stylish, sustainable homeware long before “organic” and “zero-waste” became trendy buzzwords.


Under the Canopy has pioneered the trend in organic home and textile brands, offering a rich variety of eclectic and inspired designs. With roots firmly grounded in the sustainable production of homeware for more than two decades, the much-loved home brand scrutinizes every material and manufacturing method to make the best quality products.

Under the Canopy has not only been dedicated to the highest standard of sustainability, but prides itself on ensuring that the products they create are affordable for everyone. As a direct-to-consumer first brand, Under the Canopy has successfully built their online presence as the most sustainable home brand on the market and as a result, their organic products have now impressively launched online and in-store at Bed Bath & Beyond.

People searching for organic products on Google are usually looking for something authentic. Social proof helps us build that trust and credibility.
Jacob Cohen
Jacob Cohen
Marketing & eCommerce Manager
Position on Google
For ‘Organic Cotton Sheets’


Under The Canopy wanted to drive more traffic to their site by increasing their presence on Google. According to Jacob Cohen, Marketing & eCommerce Manager, “Increasing paid presence on Google was a challenge because many of the keywords that we wanted to compete for are extremely expensive.” While paid efforts were problematic, Under The Canopy understood that they could most effectively compete by increasing their brand presence in organic search.

In order to increase organic search ranking, Under The Canopy needed to increase the amount Google-crawlable content they produced. One extremely rich source of this is customer reviews, so Under The Canopy needed to generate a large amount of user-generated content.

Conversion Rate


To generate reviews, Under the Canopy leveraged Yotpo’s in-mail technology and “tailored their review request emails to fit their brand aesthetic.” Focusing on quantity, the brand used Yotpo’s incentive features to offer 25% off coupons to customers that submit reviews and sent smart reminder emails to further increase order-to-review rates.

Under The Canopy implemented a few key changes on their site to improve organic search ranking. They created a dedicated reviews page to showcase all of their site reviews, easily crawled by Google. “We see a lot of people searching specifically for reviews related to our products,” so it’s best if they land on the brand page, rather than a third-party review site. They also strengthened their product pages by showcasing relevant reviews in the reviews widget.

Finally, to power their search results, Under The Canopy leveraged Yotpo’s partnership with Google to implement rich snippets that showcase an average star rating on SERPs, further improving brand trust and shopper click-through rates.

Yotpo played a tremendous part in our eCommerce growth. As soon as we implemented Yotpo, we saw all our numbers increase dramatically from our Google ranking, to site traffic, to on-site conversion rate, to repeat customers, and more. It's all connected.
“Don’t take shortcuts. Building trust, especially with Google, takes time. Invest in good tech and focus on generating great content and authentic reviews. It pays off long-term.”
Jacob Cohen
Marketing & eCommerce Manager