Top Furniture SEO Case Study
Building The Structure To Compete With Major Brands
The furniture market is an extremely competitive industry dominated by household names such as Oak Furniture Land. Our task with Top Furniture, an oak furniture specialist, was to elevate their search presence by helping them to recover from a recent Google penalty in order to allow them to compete directly with these major brands for organic traffic.
SEO is not a quick nor an easy fix. However, when invested in properly, the results can be tremendous. Over the course of the first 12-18 months of this project, our objective was to lay the groundwork from a content perspective and improve the structure from a Tech SEO and UX angle. Through an all encompassing SEO Strategy that covered keyword research, internal linking and a broad mix of link building tactics, we were able to lay the groundwork for Top Furniture to be able to compete with the very elite brands within the furniture industry.
After doing so, we were able to drastically improve Top Furniture's search visibility, not just on page one but in the top 3 search results. Now into year two of the project, and the work that we did to improve search visibility is already starting to pay off with organic traffic up 55% year on year.
increase in page 1 visibility over 18 months
increase in tracked keywords on page 1 over 18 months
increase in tracked keywords ranked 1-3 over 18 months
How We Did It?
Keyword research and on page content was pivotal to the tremendous strides forward that we have been able to take with Top Furniture's search visibility. Content thin landing pages are always at a disadvantage, especially when trying to compete with more established domains. By adding content to each category page, we were able to immediately move rankings in the right direction to start giving the website search visibility for non-branded terms.
By combining keyword research, keyword mapping, content creation and tech SEO activities, we established the site structure needed for us to start achieving the results we were targeting. From there, the focus was on building links to help establish trust and authority associated with the site. With the foundations firmly in place, our Off Page SEO activities were able to perform to maximum efficiency, helping us to start achieving our goals of competing with and even overtaking the biggest household names in the furniture industry.
Our experience with brands marketing for considered purchases told us that furniture-buyers would most likely browse for inspiration on mobile devices but would purchase on desktop. The data backed up our instincts. Facilitating this complex, cross-device journey has been a crucial driver in the website's success.