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SEO: an online furniture store promotion

Project initial details

Goal: increase site sales via SEO promotion

Promoted search engines: Google.com

Topic: furniture (office furniture, wardrobes, kitchens, bedrooms, hallways, kid’s furniture, upholstered furniture)

Competition: high

Keywords: more than 5000

Sales type: small wholesale and retail

Marketing strategy

We have done an extensive site study, including site marketing, technical audit, and an overview of the site’s internal SEO characteristics. Also, we found a number of problems in the technical part of the site:

site categories were duplicated under different URL;

meta tags appeared over-optimized and were not unique both on the site and on the Internet;

the header structure has not been optimized eithe;

36% of product pages and half of the categories were without text description.

External SEO

There was an extremely difficult situation regarding external optimization:

most of the links were low-quality links rented on link exchanges;

very few thematic and regional links;

the header structure has not been optimized eithe;

Our primary task was to correct technical errors on the site and the negative effects of poor-quality promotion.

Internal SEO, site structure, content:

Menu, site structure

The initial site structure was primitive enough for good SEO. To improve this, we had to significantly change the structure of the site menu to make it more convenient for both buyers and search engines.

Site catalog

Based on the analysis of the demand in search engines for the goods presented on the customer’s website, we have reworked the hierarchy of product categories, and also visualized and optimized the most popular categories with pictures.

Site content

All products and category pages either had no content or had non-unique content. We wrote and posted new optimized content for such of them.

Based on the potential audience search queries we have developed a content plan for non-commercial queries. We described these queries in the relevant articles on the site’s blog and brought an additional audience from search engines. For example: “How to choose furniture for the hallway”, “Built-in and cabinet wardrobes: yes or no”, etc.

We don’t forget to pay attention to the publication of reviews on the site to increase the credibility of the site. These reviews significantly improved site conversions and also triggered new customer reviews.

The results:

Positions and site traffic increase

As a result, in the first 6 months, we had a 5-fold rise in traffic and 11-fold after a year of cooperation. The number of visitors from other referral and direct sources also grew in direct proportion to the growth of visitors from search engines.

Growth in the number of sales and applications to the department of sales

In line with visitor growth on the web, the number of sales also increased. The cost of one search visitor has decreased by 7 times thanks to our successful work, and the client has become the pioneer in online sales of furniture.