The Challenge
The furniture company was experiencing a 6-month decline in their website’s traffic, so they reached out to yellowHEAD for help. After working together for a couple of months, the site began to see a peak in organic traffic in January 2020.
The New Year brought with it some challenges. Major Google updates and the hit of COVID-19 on the hospitality industry caused a downward trend.
Nevertheless, the yellowHEAD SEO team aimed to regain organic rankings for keywords for which the website dropped in rankings, while increasing traffic and visibility, and strengthening the site’s authority.
Our Approach
The team created a strategy to assist the company in reaching their goals. The plan included content improvements (categories and blog section), restructuring the site, fixing technical issues and other on-page improvements. With the furniture niche being so competitive, the team also decided to focus on high-intent keywords – those related to commercial furniture only.
By using yellowHEAD’s SEO scanning and ranking tools on a daily basis, the team was able to discover some nice opportunities for extra traffic. Below are two examples of some of these “low-hanging fruit”:
- The site was ranking for an important product-related term, but the wrong page was resulting, which led to a high bounce rate. The team understood that they needed to create a dedicated page with the relevant products to answer the searcher’s query and generate clicks from that specific topic. After doing a bit of research, they discovered that none of the company’s competitors had a dedicated page for the topic, so this was a perfect opportunity.
- The home page was ranking for another top keyword of a high-demand product, but this was not the aim of the page. The team strategized how to make it clear to Google that a different page would be a better one to achieve better rankings. Through internal linking, content updates and meta data improvement, the correct page moved up to ranking in the 2nd position. As the home page was ranked in the 2nd SERP, this improvement led to increased impressions and CTR!
yellowHEAD’s team managed to improve the website’s ranking for their #1 priority keyword from the 4th position to the 2nd, and even achieved first place! The website is now competing with their strongest competitor over this spot.
Over time, and thanks to the hard work of yellowHEAD’s SEO team, the site has gained authority in the eyes of Google, and is now viewed as a reliable source that should be presented to users. The content provided is answering users’ queries, the user experience has gotten better, and Google is pushing the site higher because of these achievements.
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