IndustryLifestyle
LinkedIn
The Client
Sofa.com is a British retailer specialising in custom-made sofas, beds, dining pieces and home accessories, available to purchase online and in one of the brand’s many showrooms across the country.
The Challenge
Sofa.com already boasted a strong position in the sofas category. Our primary challenge was to expand this further within the market. To help, we conducted an opportunity analysis to identify key areas of growth. We also audited the site from a technical and content perspective to determine additional issues hindering its organic performance.
The Objectives
Sofa.com approached our team seeking support to improve their organic performance, particularly traffic and rankings. They had recently experienced a decline in keywords, which they were keen to rebuild.
Strategy Highlights
Our initial strategy focused on two main areas: key technical enhancements to strengthen the site foundations, and on-page and content improvements to high-priority categories approaching their seasonal peak. Key work included:
- Navigation remapping to focus on higher priority categories
- Consistent, optimised navigation across mobile and desktop
- Adding cross-category internal linking
- Updating PLP content on key categories to match and reinforce commercial intent
- Creation of new pages to support more niche areas, including material and colour sofas
- Creating strategic blog content to support our key commercial categories
The Results
Since partnering with Sofa.com at the end of 2023, organic growth has increased by 53% across the site.
Over the past 2 years, the brand’s total keywords have increased by 39% with several notable keyword wins, including:
- Sofa in a box (4.4k SV) new at pos 1
- Modular sofa (18.1k SV) new at pos 2
- Olive green sofa (2.9k SV) new at pos 2
- Sofa beds (40.5k SV) 41 > 4
- Armchair (33.1k SV) 56 > 4
As a result of the initial campaign success, we’ve continued to focus on new categories to further cement Sofa.com’s expertise and presence within the home industry .
26% increase in organic traffic directly influenced by PR
80 backlinks built in a 6 month period
41 of which successfully targeted our focus PLPs
76 average DR across all backlinks built
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