B2C Furniture is a small furniture store based out of Melbourne, Australia. It sells high-quality furniture made from sustainably sourced hardwood at a competitive price. On SERPs, this space is predominantly owned by big retailers such as Fantastic Furniture, Ikea, and Forty Winks. Therefore, B2C Furniture consulted StudioHawk to help grow its e-commerce SEO presence and compete with the big ‘set pieces’ in this highly competitive space.
During mid-2020, B2C Furniture decided it was time to give the website a complete makeover to compete against industry giants and to entice users to their website. At this stage, StudioHawk’s initial plan of attack was to ensure that no traffic was lost during the Magento 1 to 2 upgrade. We ensured the website’s information architecture was clean and allowed for both users and search engines to easily find the collection pages through the transition.
Once this was over, the main focus was on having relevant content on collection pages, internal linking, targeted backlink outreach, and consistent blog uploading. A solid build!
- Adding high-quality and dedicated content on collection pages
- Optimising on-page SEO elements on collection pages – URL structure, title tag, H1 heading, and meta description on collection pages
- Revamping the homepage describe B2C Furniture’s USP clearly and to make it easy for users to navigate to the collection pages
- Acquiring backlinks to target specific category or product pages – to boost page authority
- Consistently uploading high-quality blogs centered around niche topics
B2C Furniture was struggling to compete for very competitive keywords such as trundle beds, kids beds, queen-size bed frames – given the competitive niche they were in, we wanted to be a part of the action. At the start, B2C Furniture wasn’t even close to getting to the illustrious ‘Page 1’ for some of these keywords.
Based on our research we noticed the big competitors such as Fantastic Furniture and Amart Furniture had well-optimised category pages that were ranking on Google. Cue our plan of attack: ensure our collection pages were optimised to a ‘luxury’ standard in order to rank for these competitive keywords. When it came to any URL that we wanted to change, we ensured that they were 301 redirected from old URLs to the new URL – fitting nicely with the new information architecture.
But something nobody anticipated happened around March 2020, (guess what), when the first lockdown for COVID-19 was announced in Australia. We saw a massive uptick in trending keywords around kids’ beds online, and other keywords. We uploaded one of B2C Furniture’s best-performing blogs around July 2020 to attract a new audience to the website. The blog was well researched and written, and given that users were at home, the keyword ‘bed frame sizes’ started trending between August and September – some good timing in the end.
We also started internally linking from collection pages towards the blog to signal to Google the importance of this blog – informing users about the guide as it was very helpful to use during their buying process Within 2 months, the blog was ranking for a total of 163 keywords; 5 on the 1st page and 20 on the 2nd page.
By educating the client on the importance of SEO, we were able to achieve:
- An increase of 475% over the past 12 months.
- B2C Furniture ranking page 1 for kids beds, single bed with trundle, children’s beds, and ‘kids trundle beds’, alongside other major retailers.
- Organic search as a part of overall traffic from 4.5% to 17.8% YoY.
Huzzah! B2C Furniture has been really impressed with StudioHawk and wanted to get more aggressive with its growth. The client was able to dial back paid marketing campaigns to focus solely on the successes that the organic search was bringing them. B2C wants to continue building that profile well into the future, saving a fortune on money sent directly to Google. Now that’s a sturdy place to sit!