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Furniture Store | SEO Case Study

Objectives

The main objective of this furniture manufacturer was to increase their organic traffic to their website over time. They wanted to minimize their reliance on PPC and getting more organic traffic to their website would help them to achieve this.

Key Results

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How the objectives were achieved

We began working on their organic campaign in May of 2016. After an extensive website audit, we found:

  1. Most of their blog posts were not optimized with any money keywords
  2. Their backlink profile was minimal with lots of lower quality links pointed to their main money pages
  3. They have 4 showroom locations located in the south west United States. These locations had GMB listings that were not completely optimized and had very few reviews.
  4. The content in the main landing pages of the website was very thin and didn’t really serve the end user.
  5. The website load speed performance was abysmal. On average, it took the home page almost 16 seconds to load into a desktop Google Chrome browser.

As we got started working on the SEO, we got our web developer involved in speeding up the website. We set them up in a better hosting solution and implemented a good caching and CDN solution.

In addition:

  1. We completely revamped all of the content in the main landing pages of the website. We wrote the content in a style that spoke directly to their core audience, the Baby Boomers.
  2. We completely scrubbed their blog of all content that was simply not useful and repurposed all removed content for link building.
  3. We began a robust link building campaign that involved guest blog posting, outreach link building, and influencer outreach. We were able to recover about 25% of their lost links and replaced the low quality links with links from websites with a decent domain authority.
  4. We implemented a strong review acquisition strategy for their GMB listings and completely optimized all 4 locations.
  5. We utilized Moz Local to help assist with establishing and maintaining NAP consistency.

Results

  • From 2016 to 2017, organic traffic to the website increased by 41%.
  • From 2017 to 2018, organic traffic to the website increased by 13%
  • From the first half of 2019 compared to the first half of 2020, traffic from Google My Business increased by 26%
  • Though there were a few months of decreases, over all, the client saw a massive improvement in quality leads from the efforts we provided.

 

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