Regional furniture supplier: 3 years of 50 to 100% YoY gains.
A regional specialty furniture provider we started working with in January 2016. Full site redesign with SEO-friendly structure plus a content-as-authority library delivered three consecutive years of 50 to 100% year-over-year gains. 2018 alone: +118% traffic, +92% leads from organic.
- Stack
- Site redesign, SEO architecture, content library, lead tracking
- Time
- Started January 2016 ยท 3-year arc
- Output
- Redesigned site, authority content, lead generation
- Shipped
- 2016 to 2018
Context: a regional specialty retailer that needed the site to do the selling.
A regional specialty furniture provider we started working with in January 2016. The category is considered purchase, long research window, and strong trust signals in the buying decision. The site needed to be a showroom and an authority at the same time. The old build was neither.
The approach: redesign for SEO, then build a content library that earns trust.
- Full site redesign. A new site built from the ground up with Search Engine Optimization (SEO) in mind. URL structure, category hierarchy, internal linking, technical fundamentals, product-page templates that can scale.
- Content as authority library. Long-form buying guides, material explainers, style and care content, and comparison pages. The goal was to be the reference source a buyer returns to during a long research window.
- Lead tracking. Instrumented lead events so every year of the program could be tied to actual lead volume and conversion rate.
- Multi-year compounding. The program ran for years. Each year built on the prior year's topical coverage, links, and trust signals.
What we shipped.
- A redesigned, SEO-friendly site built on a scalable category and product template system.
- A content-as-authority library with buying guides, material and style content, and comparison pages.
- Lead tracking wired into organic sessions.
- Annual strategy refresh based on category trends and winning queries.
2016 and 2017 bars represent the reported range of 50 to 100% YoY gains during the three-year arc. 2018 is the specific verified full-year number.
Results detail.
Data: Google Analytics Universal, 2018 full year (the reported year in the deck). Prior years are reported as the range of 50 to 100% year-over-year gains.
- Average rank on 30 target keywords<5 → 3
- Organic traffic+118%
- New users+128%
- Sessions+118.79%
- Pages per session+25.73%
- Leads from organic search+92%
- Lead conversion rate+92.59%
- Arc (three consecutive years)50 to 100% YoY
Why this engagement worked.
The site was a liability. The first move was fixing it. Once the foundation was right, annual investment in the content library compounded. Buyers researching furniture return to the same site across weeks. That gave the content library asymmetric leverage. It earned rankings, trust, and brand search at the same time.