The Trading Post Depot
Search Engine Optimization
pennsylvaniatradingpost.com

A 2,000% Increase in Organic Traffic & More SEO Benefits for a Custom Furniture Company

Competitor Analysis & Our SEO Strategy for Local Custom Furniture Company

Every SEO project at Direct Line Development starts with thorough competitor analysis, and this custom furniture website was no exception. It is a crucial stage for determining the following aspects:

  • What is your client’s niche?
  • What are the locations for promotion?
  • Is the niche highly competitive in the given locations? 

It is a good idea to make a list of competitors and figure out their strengths in terms of online promotion and business in general. Here’s what you should look at when analyzing their promotion strategies: 

  • Do they do on-page SEO?
  • What does a competitor’s website structure include?
  • What about the blog section? How often do they add fresh articles? 
  • Do they update their social media pages regularly? and much more. 

As for the business itself, SEO specialists check the following:

  • What are their unique selling points, if any? 
  • What services and products do they offer? You need a complete list!
  • How many locations do they serve? etc. 

After the competitor analysis, we built up an SEO strategy with a list of tasks that includes our main priorities and deadlines. 

List Of SEO Tasks

This strategy is extremely important not only for the clients but for the SEOs in the first place. It makes promotion stages clear for the team, which in turn allows distributing time, effort, and the project budget wisely. 

Due to technical limitations on this static website, we were not able to add new blocks. Instead, we decided to focus on creating a diverse structure and promotion with low and mid-frequency queries. 

Our new structure consists of:

  • 5 basic categories covering high and mid-frequency queries for service pages
  • 25 subcategories optimized for low-frequency queries that we used on sub-service pages.

screenshot of an Excel sheet displaying the new website structure

Such a structure allowed us to push sub-service pages to Google’s TOP 10 faster with low-frequency keywords and drive organic traffic to the website. Subsequently, service pages with high and mid-frequency queries will also climb to the Google TOP 10 through internal link transfers and more user clicks on them while browsing the website.

Thoughtful Link Building to Increase Domain Authority

Our next promotion step is crucial for SEO - we start link building, i.e. begin to accumulate organic links from quality sources. We went through the link sources during the competitor analysis stage and identified the best ones for our client’s website. 

We managed to increase the number of the referring domain by 12 times from the project start point. It is important to make this growth gradual but steady to increase Google's trust in the website. Subsequently, it improves rankings and traffic rates.

referring domains graphs with checkpoints at the beginning of the project and in the latest month

Google TOP 10 Positions With Key Queries 

After the client approves the keyword map, we add the queries into the Ahrefs app to track their positions in SERP. It allows us to evaluate the effects of the promotion and adjust the strategy as soon as we see that the results are worse than expected. 

The screenshot below displays some of the queries with our client website position in Google SERP. As you can see, The Trading Post Depot website is visible in the TOP 10, and some of the queries even return to the #1.

screenshot displaying Ahrefs keyword position analysis with our client in the TOP 10

A 77% Increase In Organic Traffic & More Website Stats

The growth of the queries in the TOP 10 is always followed by organic traffic growth. We track it with Google Analytics - one of the most widespread tools showing all the relevant data. 

The graph below displays overall and organic traffic changes from the beginning of the promotion. As you can see, initially the organic traffic only took 5-6% from the overall quantity of about 400 users per month. 

Currently, overall traffic is about 830 users per month, and the organic traffic rate is 80%.

screenshot displaying audience overview graphs for overall and organic traffic

Let’s compare the organic traffic to the website during two periods:

  • from November 30, 2019 till November 30, 2020
  • from November 30, 2018 till November 30, 2019

screenshot displaying two graphs for organic traffic with and without SEO

If we compare the organic traffic numbers  in November 2019 vs. November 2020, we get an amazing increase by almost 2,000%!

audience overview screenshot displaying organic traffic stats before and during SEO project

Besides traffic growth, we pay attention to the user’s engagement with the website. The graph below indicates that the number of users visiting more than 3 pages has increased by 90% as compared to the previous year.

screenshot displaying 3+ pages graphs before and during SEO project

There is more: the number of users spending more than 5 minutes on the website has increased by more than 77%.

screenshot displaying 5+ minutes graphs before and during SEO project

Using Google Search Console Stats to Evaluate Website Performance

Another tool that we used to track the results of our SEO services for this custom furniture company is Google Search Console. 

First of all, we use it to find errors. Timely monitoring and quick debugging are the keys to keeping the site functioning like clockwork. Nothing should hold up the successful pushing of The Trading Post Depot website to the top of Google.

screenshot displaying errors-free statistics for our client’s website

Google Search console also helps to track key website ranking parameters in Google such as total clicks and total impressions numbers. Check out our results for The Trading Post Depot project on the slider below.

total clicks and impression number on a graph at the project start pointtotal clicks and impression number on a graph a year after SEO project launch

How SEO Helps Beat the Websites of Competing Custom Furniture Companies

Most of the competitors are similar to our clients - they are local niche companies involved in manufacturing farmhouse furniture in PA. After 12 months of implementing SEO, The Trading Post Depot website got way ahead of them for SERP positions, traffic, and visibility with the key queries.

comparison chart displaying visibility, traffic, and SERP positions of competing websites

Every month, we compare our client’s website position in SERPs with competing websites. It is the most efficient way to evaluate actual results and react to the changes in Google algorithms and improvements to the competing websites.

If we find out that some query began to drop, we investigate why it happened and remedy the situation accordingly. That is how SEO is done: through constant monitoring of the website’s progress and being flexible. As a result, our clients get higher online visibility and more organic traffic to their websites.

comparison chart displaying SERP positions of competing websites with different queries

Google My Business Benefits for SEO

Refining your Google My Business account is crucial for local SEO. People tend to look for information about local offerings there, and you don’t want to miss the chance to tell them about your business. What is even more important, for the SEOs it is another channel for traffic to the website and an opportunity to navigate users to your location. 

To optimize our client’s Google My Business account, we did the following:

  • added relevant information about the company 
  • designed the GB account in the same style as the website

As a result, users get to see the information, and we managed to improve brand identity for our client. The effect didn’t take long: at first, we got more clicks to the GB account from low-frequency queries, and then from higher-frequency queries at Google.

number of searches and their breakdown from our client’s Google My Business account

As much as 88% of users reach out to Google My Business listing by searching for our client’s products.

screenshot of the search types diagram giving as much as 88 % to discovery search

Currently, our client’s Google My Business account drives twice as many interactions with the customers as before.

two graphs with the initial and current number of interactions from the GB account

We also track users’ actions in the Google My Business listing for The Trading Post Depot. Find the results for November 2020 below:

  • 410 users used the link to browse the company website
  • 79 users requested the map directions to the shop
  • 88 users called The Trading Post Depot company

customers actions graphs revealing how users interact with our client’s GB account

SEO is not only about the company website itself, other tools such as Google My Business account also contribute to the promotion. 

You can make it even more effective with more positive reviews, so do not forget to ask your clients to leave a review and keep tracking them. In case you received a bad review, don’t let it sit unnoticed. Write a polite answer, ask about the client’s problem if it is not clear from the review, and suggest some ways to solve the issue. Your audience will see that you actually care about your customers even when the deal is done already.

screenshot displaying two reviews from the customers and the manager’s answers

Closing Thoughts

Our SEO services for The Trading Post Depot company selling unique custom furniture proved to be productive and exceeded the client’s expectations. Our experts implemented an efficient SEO campaign for the client, and we continue to improve the website and push it to the top of Google search results.

Attracting visitors to the website and converting them into paying customers is a challenging task. That is especially so for business owners that are busy with their everyday routine. The SEO specialists at Direct Line Development can help you with it. Our team applies the most powerful SEO techniques to manage projects, from simple to highly complicated ones. 

When you want to enhance your online presence, rely on our SEO experts. Over two decades of experience and our tailored approach make Direct Line Development your perfect choice for an SEO agency. 

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