North American Home Furnishings Retailer Boosts Organic Traffic with Strategic SEO
Client Overview
A leading North American home furnishings retailer, despite offering high-quality products and competitive prices, faced challenges in maximizing their online visibility and driving organic traffic. Recognizing the power of implementing effective SEO strategies for long-term growth, they sought to improve their search rankings and reach more potential customers.
Industry
Retail, Ecommerce, Home Furnishings
Solution
Ecommerce Consulting, Digital Marketing, Site Performance, SEO
Location
Canada
Challenges
Our customer identified several challenges impeding their online success, including:
- Limited Organic Reach: The website struggled to attract organic traffic from search engines, limiting its overall visibility and potential for growth.
- Poor Search Rankings: The website was not ranking well for relevant keywords in search engine results pages (SERPs), resulting in limited organic traffic and visibility.
- Suboptimal Keyword Optimization: Content lacked optimization for crucial keywords related to their products and industry, making it harder for potential customers to find them through organic search.
- Poor On-Page SEO: Issues with on-page elements such as meta tags, headings, and internal linking structure were impacting the website overall SEO performance and ability to rank.
Objective
The primary objective of this project was to implement targeted SEO improvements to enhance online visibility, increase organic traffic, and drive more qualified leads to the website. Specific goals included:
- Improved Rankings: Improve search engine rankings for high-value keywords related to the customer’s products and industry – furniture, home decor, appliances, product categories and names.
- Enhanced Search Visibility: Optimize website content and on-page elements to align with the best SEO practices and improve brand visibility and search performance.
- Increased Organic Traffic: Drive more qualified, organic traffic to the website.
- Revenue Growth: Foster sustainable business growth through increased conversions through effective SEO strategies and initiatives.
- Missed Growth Opportunities: Despite offering quality products and competitive pricing, the lack of a robust SEO strategy limited brand awareness and hindered overall business growth.
Solution:
The customer collaborated with an SME to develop a comprehensive SEO strategy tailored to their specific needs. Rysun collaborated with the retailer and the SME to execute and implement the SEO strategy:
- In-Depth Keyword Research: Conducted in-depth keyword research to identify high-potential keywords based on search volume, competition, and relevance to the retailer’s offerings. Prioritized keywords for their products as well as search intent.
- On-Page Optimization: Optimized on-page elements like meta tags, headings, URLs, and image alt tags to align with target keywords and enhance search engine visibility.
- Product Pages Enrichment: Ensured that each product page and category page was optimized for targeted keywords and included unique, high-quality content.
- Content Optimization: Developed and optimized content strategy for the website’s blog and informational pages to target long-tail keywords, focused on engaging content that provided value to customers, addressed common questions and pain points.
- Technical SEO Audit: Conducted a comprehensive technical SEO audit to identify and address technical issues impacting the site’s search performance. Addressed site speed and crawlability issues, improved mobile friendliness, fixed broken links and similar SEO optimizations.
- Link Building and Outreach: Implemented a targeted link building and outreach strategy to acquire high-quality backlinks from authoritative websites to boost the retailer’s domain authority and credibility, leading to higher search rankings.
Results:
The strategic SEO implementation led to significant improvements in key metrics:
- Improved Search Engine Rankings: Customer website experienced significant gains in rankings for target keywords, resulting in higher visibility in SERPs.
- Organic Traffic Surge: Optimized content and improved rankings resulted in a significant increase in organic traffic from search engines. This organic traffic was highly targeted and consisted of qualified leads with a high likelihood of conversion.
- Higher Conversions and Revenue: The influx of organic traffic resulted in higher conversions and increased sales, as more visitors engaged with the website and made purchases.
- Positive ROI: The investment in SEO improvements yielded an impressive return on investment (ROI), as the increase in organic traffic and conversions contributed to overall revenue growth and profitability.
Conclusion:
By leveraging targeted SEO improvements, our customer was able to overcome the challenges of low organic traffic, limited online visibility, and stagnant business growth. The strategic approach to keyword research, on-page optimization, content creation, technical SEO, and link building helped our customer to establish a stronger online presence, attract more qualified leads, and drive sustainable business growth.
Moving forward, our customer plans to continue optimizing their SEO strategy to maintain their competitive edge in the online retail market and further enhance their business performance.
