Case Study

Tula Hats SEO Case Study


Tula Hats have been worn by men, women and children across the nation for more than 20 years. Handwoven from 100% natural palm, these high quality hats are a stylish, water-resistant option with best-in-class UPF 50+ sun protection rating. The hat line is designed by the Tula hat team and handmade in Mexico by Fair Trade artisans.


+ 255%

increase in organic search sessions since the project inception


increase in new organic search visitors


of total site transactions accounted for by organic search traffic

+ 593%

increase in revenue from organic search traffic


Prior to reaching out to Volusion Marketing Services in 2016, the Tula Hats team began selling their products on a secondary site targeting retail business owners and whole sellers. Additionally, the merchant experienced some sales fluctuations due to the seasonal nature of their products.

Volusion’s Strategy

Volusion implemented a SEO campaign to:
• Implement eCommerce and SEO best practices to differentiate B2B website from B2C website.
• Leverage wide-spread brand awareness and presence to influence organic search traffic increases.
• Optimize critical landing and product pages to maximize site-wide brand and product online exposure.

“I am extremely pleased with the steady growth in organic traffic for Tula Hats’ consumer-focused website. In the future, we will continue to grow Tula Hats’ brand presence as we shift our focus to the brand’s B2B-focused website.” ”

Katie Syk

SEO Specialist