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% | ↓ |
- 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.
“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
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