Case study: SEO promotion of a custom furniture manufacturer's website

Contents of the case

/01 Initial data
/02 Whole works
/03 The main problems
/04 What is done
/05 What result did you get?
/06 Media content

Media

Visibility dynamics

Serpstat data

Initial data

Initial organic traffic

140

Top 10 key queries

Website age

6 років

Promotion region

Україна, Львів

Whole works

/01Comprehensive website promotion
/02Technical optimization and improvement of website pages
/03Increase organic traffic
/04Increase conversion and sales
/05Promotion of priority keywords to the top of Google

Issues and general strategy

The client approached WEDEX with a request to increase orders from the website. At the start of our collaboration, the website was completely unoptimized for search engines and users. In particular, the service pages only featured a slider with images, without any text content, feedback forms, or prices. This significantly reduced conversions and made it difficult to rank in search results.

The website had clearly not been promoted before, as evidenced by the lack of even basic optimization of the service pages and the overall unstructured content.

The initial audit revealed that the technical and SEO status of the resource was extremely unsatisfactory.

The site needed a complete overhaul of both its technical and content aspects.

Based on the audit, we approved a comprehensive SEO strategy, the key areas of which were:

Collecting and expanding the semantic core to attract high-quality organic traffic.
Optimizing the site structure for maximum page ranking efficiency.
Work on the visual component and usability to increase conversions and visitor engagement.
Increasing the link profile through outreach, crowd marketing, and submissions.
Complete technical optimization to ensure proper indexing and fast website performance.
Creation and regular updating of a blog to cover additional information requests and enhance the resource’s expertise.

This comprehensive strategy was aimed at significantly improving the site’s visibility in search engines, increasing the amount of targeted traffic, and converting it into orders as much as possible.

What has been done

Technical optimization

At the beginning of the project, we performed a complete technical optimization of the website created on WordPress CMS. In the first month, we completely redesigned the service pages, filling them with relevant text content, application forms, and price blocks, which significantly improved their conversion rate and visibility in search results.

Semantics

At the start, the website had minimal visibility, mainly for brand queries, and there was no full-fledged semantic core. We built a new semantic core from scratch using competitor analysis, as well as Google and Google Ads insights. The main focus was on high-frequency and medium-frequency queries with high competition, which was in line with the client’s business priorities.

Structure

The site structure was compact, with a low level of nesting — one level in total (the only exception was the “Kitchens” section, which had two levels). The path to the target pages from the home page consisted of only one step, which had a positive effect on SEO and user-friendliness. The current structure covered most of the client’s main queries, but there was room for expansion, which the client decided not to use for the time being.

Content

After analyzing the competitors’ texts, we formed technical tasks for writing content. Text blocks were created without images, as the pages already had sliders with photos. For these images, we set up automatic generation of alt/title attributes for optimization for key queries. Meta tags were formed for high-frequency queries based on competitor analysis to achieve maximum CTR. Additionally, price tables were implemented (on the “kitchen” pages) and FAQ blocks were integrated to improve page relevance.

Usability

To improve usability, we prepared mockups of service pages based on a thorough analysis of competitor websites. These prototypes allowed us to clearly show the necessary changes in the page structure, which had a positive impact on usability and conversion rates. After the mockups were approved, the developers quickly implemented all the changes on the website.

Structured data

We set up structured data types such as Product and FAQPage. We placed special emphasis on displaying ratings in search snippets, which significantly increased the attractiveness of pages in search results.

Link profile

The link building strategy was formed based on competitor analysis. The main tools were link purchasing through outreach, crowd marketing, and submissions. Submissions were actively used to increase the site’s DR, which was a key task for improving the domain’s authority in search engines.