In the 2023, this US-based furniture brand were spending high in the Google Ads.
Dealing with increasing ad costs.
Profitable, but knowing there was more opportunity out there.
They had done some SEO in the past, but now it was time to take it seriously.
Spoiler. They grew their organic search revenue by 64% in just 1 year and now they are in 7 figures.
The brand is a US-based furniture company, selling through a custom built website.
Compared to their paid channels, SEO had never really received the attention it deserved.
Until now
WHAT WE DID
A Technical Mess
Custom sites can be powerful, but they can also become a mess.
And that is exactly what this one was.
For context, they have around 20,000 products. A handful of categories, blog posts and guide pages.
But in Google’s eyes, nearly 88,000 pages.
And over 70,000 of those were indexed.
These were almost entirely caused by indexable faceted navigation on the category pages, creating a near-infinite site.
So in the first two months, we had already finished the work of removing this bloat.
At first, there was no direct update on search console and we panicked a little bit. But, we saw an improvement later on.
Now Google doesn’t waste its time on all of those pages.
We also quickly actioned some other technical fixes including:
- Fixed homepage duplication issue (.html was also visible)
- Redirected old product URLs which were still showing a 200 code
- Removed duplicated pages on site caused by capitalisation in URLs
- Cleaned up a messy sitemap, filled with expired products, redirects and noindexed pages
Money Page Optimisation
Category pages should almost always be the main focus for ecommerce stores.
And sometimes, depending on the industry, product pages have similar levels of power.
So we spent significant time cleaning up the existing categories, building out a clear page structure, which was simply:
- H1
- Description
- Product Grid
- Reviews [new]
- Longer Description [new]
The design was cleaned up to make it easier to navigate, and additional useful information was provided to potential customers in the form of the longer description and relevant reviews of the products within that category.
Additionally, we created 46 new category pages to target further topics that the existing product range fits into.
These were provided with full optimisation from launch and quickly landed top 10 rankings.
Product pages were also cleaned up, reviews made much more prominent to boost conversion as well as additional SEO potential.
We added review schema to ensure review snippets showed up within Google search results.
And added additional internal linking elements to categories and other product pages.
Organic Shopping Success
The organic shopping grids are an underrated source of revenue.
There is A LOT more money on the table for organic shopping right now.
We run optimisations on the product feed, dived into Merchant Center to connect store ratings and more and this has added further additional revenue outside of traditional organic search.
Black Friday Sale
Our target was to achieve 7 figure sale. But we felt that we were not gonna make it. Our only hope was Black Friday Sale.
Made a great BF sale page with hero categories and products.
In just 4 days of Black Friday to Cyber Monday we made nearly $35,000, thanks to a great PR promotion.
Result
In 12 months, added $455,657 incremental revenue.
Taking monthly SEO revenue from $59k to $96k in just 12 months.
What next?
There are three core things this brand can do next to continue to take their SEO to the next level:
- Internal linking: As category volumes grow, the importance of internal linking grows to ensure the flow of authority across the site.
- Authority building: They already have decent authority, but to be able to compete at the highest levels, they’ll need more links and product features (which will also help with AI Search).
- More categories: There are at least 40 more categories they could create, we focused initially on what we could rank for in the short-medium term, but unlocking even more can easily 10x the SEO potential.