108% Keyword Growth for Furniture Brand
Client A is a UK-based retailer specializing in reclaimed furniture on Shopify, focusing on sustainable, handcrafted items made from repurposed wood.
**Challenge**: Despite offering a solid range of products, the brand's Shopify site struggled to rank for high-intent, non-brand keywords like "reclaimed dining tables," "reclaimed wood furniture," and "sustainable furniture." The category structure was lacking, the content didn’t align with search intent, and the internal linking did not support priority pages. Additionally, their PPC efforts were overlapping with organic traffic, resulting in ineffective spending.
**Solution**: We implemented an SEO strategy specifically for Shopify, enhanced by effective channel alignment.
**SEO Work Included**:
- A comprehensive technical audit tailored to Shopify’s constraints and theme setup.
- Resolutions for indexation problems, mobile usability, site speed, and duplicate content.
- Improved metadata, a refined collection structure, and a more strategic internal linking approach.
- New high-intent landing pages for various products, including dining tables, sideboards, coffee tables, and shelves.
- Expanded content on reclaimed materials, sustainability, finishes, and buying guides.
- Long-tail keyword research across styles, room types, and material categories.
**Channel Integration**: We examined SEO and PPC concurrently to identify areas of overlap, eliminate unnecessary ad spend, and reallocate budget towards campaigns that could grow without undermining organic visibility.
**Results**:
- A 108% increase in the number of keywords ranking on page one.
- A significant rise in organic sessions, particularly for high-value furniture terms.
- Enhanced paid performance through decreased duplication and clearer targeting based on user intent.
**Outcome**: By restructuring their Shopify site architecture, enhancing content depth, and aligning SEO with PPC, the brand experienced measurable and sustainable growth. Their search presence now more accurately represents their product quality, enabling them to compete more effectively in the reclaimed and sustainable furniture sector.