SEO for a kitchen furniture company

• Industry: Custom-made Kitchen Furniture
• Promotion Region: Utica, New York, USA
• Promotion period: December 2021 – April 2022

Tasks:

• find growth points for the site,
• improve the visibility of the resource in Google,
• and increase organic search traffic.

Audit

• We analyzed the technical SEO condition of the website and its level of optimization for the requirements of search engines.
• Fixed technical errors.

We analyzed the structure of competitor websites, compared it with ours, and saw the unrealized keyword potential. It turned out that our client did not have pages for most of the commercial keywords.

Therefore, we made a content strategy: we focused on creating optimized pages for product categories and periodically posting blog posts.

At this stage of SEO promotion, our experts:

• Did the keyword research for the website;
• Performed page-by-page meta tag optimization;
• made content plans for writing and posting texts for a copywriter and content manager.

As a result, the structure of the client’s site has dramatically expanded – the number of pages being promoted has almost doubled.

Working on improving the usability of the website

In February 2022, our SEO experts analyzed the convenience of the website for a potential client, after which, together with the developers:

• reworked the page structure, optimizing the layout of the content;
• brought a price list with the price of materials and finished goods to commercial pages;
• redesigned the main menu, focusing on the convenience of users;
• improved the form for applying;
• displayed the addresses of stores and offices.

In this way, we reduced the bounce rate by 3.54%.

Off-site SEO site optimization

• Analyzed the backlinks of competitors.
• Found sites where they posted their links.
• Placed our materials on these platforms and other thematic and authoritative resources.
• Posted press releases.
• Posted crowd links on forums and websites.

Organic traffic before SEO works and during the work of Netrocket specialists. The period is 5 months

• Growth of organic traffic: +63.27%
• Increase in new users: +62.60%
• Session increase: +57.35%

• Bounce rate reduction: -3.54%
• Increase in the number of pages viewed per session: + 13.20%
• Growth in the average duration of a visit to the site: +15.33%
• Increasing the number of keywords in the search results top 3, top 10, and top 20.

The number of keywords in the search results for October 2021

The number of keywords in the search results for April 2022

The graphs show how the total number of keywords has changed: before the start of the work, there were 11,171 of them; after the work was done, it became 4,668.

The fact is that we analyzed the keywords that were at positions 51–100 in the search results. And excluded non-targeted keywords, which only reduced the relevance of the site pages and were in low positions. Then we collected new keywords and did page-by-page SEO. This is how we managed to get higher positions for our target keywords, even with fewer keywords that the service determined.

This proves that not always a large number of keywords indicates good resource optimization; you should always conduct a deep analysis and look for growth points.