Successful furniture stores – or how to position the furniture industry?

Effective SEO strategies for furniture stores.

Because of the large spectrum of projects we carry out, our experience allows us to prepare more and more effective strategies that can be divided depending on the business, each of the business models mentioned will need similar activities, but with a greater focus on differentiated elements.

The key to success is choosing the right phrases

Selecting the right key phrases determines us to be where our customers are looking. In addition, preparing the appropriate keyword research will allow you to respond to the needs of people searching for a specific product or an entire product category. When choosing words, we focused on analyzing three main parameters such as:

• search volume on a monthly basis,

• keyword difficulty,

• intent of inquiry.

Using tools such as Ahrefs or Semrush

we can determine whether we are able to achieve our goals within the allotted time that was presented during our discussions with our customers.

In the first period of the project, we focus on phrases that have a lower KD (Keyword Difficulty) index, even at the expense of the popularity of the phrase. Such a direction is dictated by the desire to increase the profitability of the business as soon as possible, which allows you to persevere in peace until the next stage, that is, to focus on phrases that will generate significant traffic and sales to the site, but require more time to reach the minimum TOP5.

The key to success is choosing the right phrases

In short, what works for us is well-executed Keyword Research, which we don’t approach as a necessary evil, but as a way to find a niche in which the products in our clients’ portfolios will find success. It is worth noting that relying on a preconceived parameter of keyword difficulty is an effective strategy that works in most cases, as evidenced by the following projects with completely different business models, but with one common element; each of the domains was fresh and SEO efforts had never been conducted on them.

Does Google like this kind of change?

To answer the question very briefly: yet how!

Google loves such changes. The best documented example is one of our projects that has stagnated. We tried editing content, changed the linkbuilding strategy, while it was only with a massive expansion of the site that we achieved the desired effect, for which we did not have to wait too long. Activities in this direction began at the beginning of October and are currently as follows

Improving the structure of the website

In more detail, we can look directly at the given URL, which refers to the example of the phrase Commodes for the living room. The site was indexed after a few months, while the rate of growth of new keywords is very satisfactory and the upward trend is constantly continuing.

Traffic potential from a single URL

It is worth noting that the crawled phrases are very caloric in terms of searches and, above all, characterized by purchase intent. Blue on black shows how much we can gain. Expanding the structure of the site from a single URL, after adding up the traffic for the main phrases, the total volume is more than 24,000 users per month.

Descriptions of final products - what to pay attention to necessarily!

This paragraph will mainly apply to dropshipping stores or those that use end product descriptions directly from the manufacturer. The rationale of the wholesaler is to create a network of distributors, the number of which is proportional to the processing power of the wholesaler.

Online store managers who post product descriptions without editing them first need to keep in mind that Google considers such pages less credible, which consequently lowers their value.
The best example is pasting one of the end product descriptions into a search engine. We can immediately notice that the descriptions are completely copied or mildly edited.

Impact of algorithms on duplicate content

The consequences of such an action could be seen during the March algorithm update, during which our client’s dropshipping site suddenly started losing traffic and keywords, and was directly affected: “Updates involve major changes to Google’s algorithm to improve results. They usually focus on E-E-A-T, or experience, competence, authority and credibility. These updates can cause significant ranking changes. This update was completed on March 28.”

Success in SEO, or the sum of patience and time - earned results for furniture stores

Each of the projects below faced different problems, whether technical in nature on the site itself or from a misguided linkbuilding and content strategy. Some elements required more time to improve their performance, but in the end each project develops correctly and, above all, profitably. The 5-step strategy we use for each of our projects allows us to improve our skills every day, which translates into results for our clients.

I always approach the unitary results presented in the form of a case study with detachment. I believe that when running several hundred projects, there will always be one or two that are successful. To address this, and to punctuate the entire article, I would like to present several furniture store projects operating on completely different business models and having completely different buyer personae, but united by one common denominator, which is success. Positioning done according to the art is the sum of patience and time, resulting in growing business and satisfied customers.