SEO
Ecommerce
Small
Melbourne
About The Modern Furniture Store
The Modern Furniture Store is a trusted Aussie brand, delivering high quality home furniture and office setting furniture products. Inspired by the simple form and function of Scandinavian furniture design, they embody the Scandinavian ethos of social inclusion, humility and simplicity through their wide range of offerings. Based in Fortitude Valley, Queensland, and with stores across New South Wales and Victoria, they proudly design and manufacture their range from solid timber.
Challenges
Wishing to implement an SEO strategy, The Modern Furniture Store reached out to Online Marketing Gurus in August 2019 for help. With the goal of wanting to increase organic traffic, the Gurus devised an integrated SEO marketing strategy to do just that. Our onboarding process was able to identify areas of opportunity and improvement and as such, the partnership began.
- Content gap and misalignment on key category pages
- Unoptimised and missing/duplicate metadata elements
- Missing relevant web page schema markups
- Lack of search engine visibility
Our Approach
In order to make The Modern Furniture Store’s dream a reality, Online Marketing Gurus developed an integrated SEO strategy to supercharge their organic results. The priorities of the strategy focused on the company’s content, domain authority and technical optimisation.
Strategy & Execution
Overcoming the content gap to optimise internal link building
From an SEO perspective, having good quality and unique content is an important ranking factor. Through our initial onboarding process, we uncovered that several of The Modern Furniture Store’s category pages contained a low word-count and were not optimised for a wide range of relevant keywords.
Understanding the influencing power optimised content has on any company’s SEO, our Gurus optimised existing pages and created new ones that specifically catered to the company’s products and services whilst targeting the most profitable and relevant keywords.
This also allowed us to target a broader range of keywords and opened up opportunities for internal link optimisation for category and product pages. By executing this content gap strategy, we were able to help this company achieve a conversion rate increase of 34% for organic traffic in just 6 months.
Supercharging SERP visibility with schema markups and Google My Business (GMB)
Schema markup is microdata that you put on your website to help search engines return more information, detailed results to searchers, also known as a rich snippet. The Modern Furniture Store was also missing this with their home and category pages.
Additionally, Online Marketing Gurus looked at optimising the company’s Google My Business listing. This involved updating the listing with relevant information, keeping in mind the importance of NAP (Name, Address, Phone Number) consistency whilst adding in best selling products, Urchin Tracking Module (UTM) tracking codes and products/services with a ‘Buy Now’ feature.
With multiple locations around Australia, optimising schema markups and Google My Business were essential for The Modern Furniture Store. Local SEO focuses on increased visibility in local searches in order to create a better experience for buyers. Not only did this allow customers to access essential information about the company easily, but it also helped generate more foot traffic to physical locations.
How much did it help The Modern Furniture Store? Within just a few months, we were able to help elevate the average position for the company by 2.4 positions, increasing organic traffic by 19% and organic revenue by 25%!
Outcomes
To note, OMG helped increase:
- organic conversion rate by 34%
- organic traffic by 19% YoY
- top 3 keyword rankings by 2.5x
- organic revenue by 25%
To note, OMG helped with:
- Content creation to address content gaps to optimise for internal link building.
- Implementing appropriate schema markup opportunities to occupy more of the search results to drive conversions.
- Heavily targeting Local SEO with an optimised Google My Listing to improve brand awareness and visibility.
