Overview
The client is a large retailer of furniture in the UK. With five brick-and-mortar stores, and an eCommerce site, they wanted to increase eCommerce sales.
Although their initial focus was on paid advertising, they were looking to diversify traffic sources. For long-term sustainability, they decided to invest into organic search.
Challenges
The global pandemic initially shut down manufacturing, and caused unforeseen shipping delays throughout 2020. The furniture industry is extremely competitive. The primary competitors are very aggressive in the SERPs, not only dominating Google organic searches for the top terms, but also paid searches.
Paid search was becoming increasingly unprofitable for the company, so they decided to leverage SEO, by investing in content and links. There were at least 10 other major competitors who were outranking their site.
Strategy
Initially, we researched the types of links that the top competitors had acquired. Additionally, we analysed the top topics and anchor texts. To raise the site's overall authority, we started by building a strong foundation of links to the home page.
Later, we built more targeted links to specific sales pages. We also focused on resource page outreach, as well as guest post outreach to non-competing businesses in shoulder niches.
Results
Our strategy resulted in a dramatic rise in organic traffic within the past year, from 39,800 organic visitors per month to over 129,200. That's an organic traffic increase of 224.62%. More importantly, their higher intent keywords are now ranking and generating 21% more customers than before.
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