SUCCESS STORIES

Take a Seat with B2C Furniture

B2C Furniture began as a humble family business in Melbourne with a simple idea: furniture should be stylish, built to last and affordable, without compromising on quality. By selling direct to customers, it offers sustainably sourced hardwood furniture at an honest price.
 
Today, B2C Furniture has showrooms and delivers across Melbourne and Sydney, and has helped thousands of customers create homes they love.
 
In 2020, B2C Furniture set out to grow its online store and take its place in search results alongside the biggest names in Australian furniture.
B2C furniture
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475%
increase in organic users
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316%
increase in revenue
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18%
organic share of traffic

The Need

In furniture, the top search results belong to big national retailers with well-optimised category pages. B2C Furniture wanted to compete for high-value searches like "trundle beds", "kids beds" and "queen size bed frames", and it was about to upgrade its website from Magento 1 to Magento 2. It needed an SEO strategy that would protect its traffic through the upgrade and then help it climb.
 
The key objectives:
  • More organic traffic
    • Grow organic traffic by 20% within 12 months.
  • Page one for key products
    • Rank for "trundle beds", "kids beds" and "children's beds".
  • More online revenue
    • More than double revenue within 12 months.
  • A smooth upgrade
    • Keep every ranking safe through the move to Magento 2.

The Plan

We built the plan around B2C Furniture's collection pages, the pages that sell its products.
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Collection content
Add high-quality, dedicated content to every collection page.
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On-page SEO
Optimise URLs, title tags, H1s and meta descriptions on collection pages.
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A clearer homepage
Show B2C Furniture's point of difference and guide shoppers to its collections.
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Links and blogs
Earn backlinks to key category pages and publish helpful blogs on niche topics.

The Execution

The campaign began in early 2020 and grew with B2C Furniture's ambitions.
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A seamless Magento upgrade
When B2C Furniture gave its website a complete makeover in mid-2020, we kept the information architecture clean and 301 redirected every changed URL, so shoppers and search engines could find the collection pages from day one. Every on-page element on the collection pages was optimised along the way.
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A blog that hit at the right time
In July 2020 we published a guide to bed frame sizes and mattress dimensions in Australia. With people at home and planning new bedrooms, "bed frame sizes" started trending in August and September. Internal links from the collection pages pointed shoppers to the guide, and within two months it ranked for 163 keywords.
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Links to the pages that sell
From September 2020, our link building team began outreach to earn quality backlinks to B2C Furniture's collection pages, helping them compete with the biggest names in the category.

The Challenges Overcome

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Taking on the giants
Big national retailers had years of SEO behind them. Focused collection page content and targeted backlinks helped B2C Furniture rank alongside them.
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A new website mid-campaign
A platform upgrade can put rankings at risk. Careful planning and redirects meant the new Magento 2 website launched without missing a beat.
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Shopping moved online
When lockdowns began in March 2020, more Australians shopped for furniture online. Helpful blog content made sure B2C Furniture was there to meet them.

The Results

Comparing March 2021 with March 2020, B2C Furniture blew past every goal.
 
Organic users up 475%: Monthly organic users grew from around 3,500 to more than 20,000, far beyond the 20% goal.
 
Revenue up 316%: Revenue grew 316% year on year, more than four times its starting point and well past the goal of doubling it.
 
Page one alongside the big names: B2C Furniture reached page one of Google for "kids beds", "single bed with trundle", "children's beds" and "kids trundle beds".
 
Organic search, a bigger share: Organic search grew from 4.5% to 17.8% of all website traffic, so B2C Furniture could rely less on paid ads.
 
Still growing: In 2024, a Digital PR campaign earned 31 pieces of coverage in just two months, including Nine, the Herald Sun and realestate.com.au.
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475%
Increase in organic users
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316%
Increase in revenue
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18%
Organic share of traffic, up from 4.5%

The Conclusion

B2C Furniture started as a family business with a big idea: quality hardwood furniture at an honest price. Online, though, the top spots belonged to the biggest names in Australian furniture.
 
We protected its rankings through a complete website upgrade, then turned its collection pages into pages that could compete. A well-timed guide to bed frame sizes brought in a whole new audience, and targeted backlinks pushed the collection pages up the results.
 
Within a year, B2C Furniture was on page one for "kids beds" and "children's beds", organic users had grown 475% and revenue had grown 316%. Organic search went from a small slice of traffic to almost a fifth of it, so B2C Furniture could lean less on paid ads.
 
Years later, the growth hasn't stopped. A Digital PR campaign in 2024 put B2C Furniture in national news and lifestyle publications, building even more authority for the website.
 
+475% organic users. +316% revenue.
A seat at the table with the biggest names in furniture.
B2C Furniture proved that a family business with great products can sit alongside the giants in search. Organic growth gave them the confidence to rely less on paid ads.
StudioHawk Team
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