Overdot Marketing

34.7x Organic Traffic Growth in the Furniture Industry [Case Study]

Learn how we took on a business in the furniture industry who was victim of a hack and put the power of their business in their hands, instead of being reliant on an external platform. If reading is more your thing, then take a look below…

The Business

The business is a retailer and sourcer of luxury furniture and vintage decor in the UK. The founder sources some of the rarest pieces from around the world for the people of the UK to enjoy and take into their own home. 

 

The products are beautifully curated on their Instagram page, where they quickly obtained a decent-sized following of interior design lovers.

 

They saw some quick growth as a result, with their rare products quickly selling out.

 

The business was growing well but one day, their Instagram account got hacked. That Instagram account was the source of all sales – to be hacked was devastating. 

 

Luckily, they were able to pay to regain access to the account – but they didn’t want to be in that position again; they didn’t want to have to rely on another platform to grow.

 

This is when they decided to reach out for some support with SEO and growing their business organically.

The Challenge

High competition, low stock levels

 

These pieces of furniture and home decor are rare. In some cases, the business only has one item in stock for each product.

 

When it comes to growing a business through SEO, we don’t want to put time and resources into ranking a certain product or collection page if they are just going to instantly sell out.

 

But the collections needed a lot of work – the products weren’t categorised in the best way, meaning Google doesn’t understand what the site is about, and makes for difficult navigation. 

The Solution

Deep keyword research, product re-categorisation, content development and link building

Website Analysis

A detailed store audit was conducted to understand exactly what was holding it back from the organic visibility it needed. Being a startup, effective allocation of resources is crucial and getting a deep understanding of the initial position meant that we knew exactly what was needed to achieve the success we saw.

Keyword Research

We then embarked on a deep dive into the industry’s keywords; what the website was ranking for, and where there was opportunity missed.

 

And, because there were very few collection pages, the website was invisible for hundreds of keywords.

 

So we had to get started with a product re-categorisation. This was incredibly important for two reasons:

  1. It didn’t make sense to put time and resources into product pages, where they could sell out instantly – category pages had to be the main focus

  2. The main pages to rank for the keywords we found were category pages – so the search intent was to look for collections of products – we had to match that

 

So I took what we’d learned in the keyword research and manually assigned categories to each individual product, based on the market demand.

The Improving Phase

We’re now in a position where we have all these new product categories, carefully picked to suit the market demand, but the pages aren’t yet in line with what Google is looking for:

  • Relevant content

  • Detailed content

  • Good user experience

  • Easy navigation

So I took what we’d learned in the audit and made the necessary technical fixes to the site, and applied on-page SEO to the new collection pages.

 

Note about on-page SEO: On-page SEO is the process of optimising content that’s on the website for search engines. This is about making sure your web pages are in line with the keywords you want to target. It’s the easiest way to get started in SEO and I’d recommend it to anyone looking for a few quick wins for their business.

 

Promoting the Business

We’re now in a position with a good foundation – the technical side of the site is good, as is the content on each of the pages we want to rank on Google.

 

We now need authority in the industry.

 

We do this through the acquisition of links back to the client website.

 

Again, we went for quick wins first: through link reclamation, we were able to gain attribution of where we had been mentioned online by some quite big sites. This meant that their authority passed onto us.

 

Following this, we connected with bloggers and other websites in the industry and offered to write guest posts for their audience, sharing some insight. 


Tip: This is a great way to get started with acquiring backlinks for your website if you don’t currently have much content to offer on your own website.

The Result

✅ 50% increase in page 1 rankings in 2.5 months

24.8X increase in visible keywords

Outranked eCommerce heavyweights like Amazon, Etsy and eBay

53 new keywords on page 1 of Google

3473% increase in monthly organic search traffic in 10 months

 

ahrefs organic traffic growth for furniture client

If you’re looking to achieve similar results in your own business, go ahead and schedule your call below. I only take on one client per industry (otherwise they’d be competing) so make sure to fill out info so I can check that I can definitely help.