SEO success story: Online furniture store

SEO: local online furniture shop boosted its Google traffic fourfold in 6 months

Target

Furniture () is a Spanish online shop specialising in modern and personalised furniture for the home. Before implementing its SEO strategy, its website barely generated organic traffic and depended almost entirely on paid campaigns (Google Ads and Meta Ads).

SEO Strategy (February–August 2024)

Sector: Furniture and decoration
Location: Spain (national online sales)
Platform: Shopify

Catalogue size: 1,200 products

1. Technical audit and On-Page Optimisation

Restructuring of the sitemap and category hierarchy.
Enhancement of the Core Web Vitals:
- Charging time → 6.2 s → 2,1 s
- CLS → 0,32 → 0,08
Implementation of structured data (schema.org) for products, reviews and prices.

2. Keyword Research and content optimisation

Identification of more than 250 transactional and commercial intent keywords (“modern dining tables”, “customisable sofas”, “solid wood furniture”).
Creation of SEO texts optimised in the top 25 categories.
Rewriting meta titles and descriptions with a focus on CTR.

3. Content strategy (Blog + Inspirational SEO)

Creation of the blog “Nova Home Ideas”with articles oriented to informational research:
- “How to choose the ideal sofa for your living room”.”
- “Trends in furniture 2024”.”
- “Guide to decorating your home with natural wood furniture”.”
In 6 months: 36 published articles → +180% of organic informational sessions.

4. Link Building and online reputation

Outreach campaigns in decoration and design blogs.
Publications in Digital Press and in digital magazines in the sector.
+52 backlinks quality (DR > 40).

CRO and UX optimisation

Improve of product cards with reviews, 360° photos and emotional descriptions.
Implementation pop-up with coupon to capture leads (design newsletter).

Results (August 2024 - 6 months)

Metrics	Formerly	Then	Growth
Monthly organic traffic	2.800	18.600	+564%
Keywords in top 10	45	312	+593%
Organic conversions	0,4%	1,9%	+375%
Sales attributed to SEO	17.000 €/month	92.000 €/month	+441%
Dependence on Ads	80%	37%	↓

Keys to success

The combination of Technical SEO + content + authority was the basis for growth.
The optimisation of categories and blog made it possible to cover all stages of the funnel.
The SEO reduced reliance on paid traffic and increased overall eCommerce profitability.

Reporting automation SEO, freeing up 10 hours/week of equipment.

Customer testimonial

“SEO has become our main source of new customers. We went from paying per click to receiving constant sales on Google. In addition, our inspirational articles position us as a reference in interior design”.”
- Laura, Marketing Manager