How this furniture brand added $120,000 SEO revenue in 6 months
About the project
At the start of 2025, this US-based furniture brand were sinking dollars into the Google Ads money pit.
Dealing with ever-increasing ad costs.
Profitable, but knowing there was more opportunity out there.
They had dabbled with some SEO in the past.
But now it was time to take it seriously.
Spoiler. They grew their organic search revenue by 164% in just 6 months.
The ROI of the SEO campaign is already over 500% and is only going to get stronger.
The brand is a US-based furniture company – selling through a custom built website.
Historically strong and profitable results from Google Ads have held them strong, turning over 7-figures for many years.
Compared to their paid channels, SEO had never really received the attention it deserved.
Until now…
What we did
A technical mess
Custom sites can be powerful, there aren’t held back by rigid platforms.
But they can also become a mess.
And that is exactly what this one was.
For context, they have around 300 products. A handful of categories, blog posts and other general pages.
But in Google’s eyes… 1 million pages.
And over 90,000 of those were indexed.
These were almost entirely caused by indexable faceted navigation on the category pages, creating a near-infinite site.
So job #1, which we had already finished in the first mont,h was to remove this bloat.
Now Google doesn’t waste its time on all of those pages.
The site is streamlined, just how it should be.
We also quickly actioned some other technical fixes including:
- Cleaned up a messy sitemap – filled with expired products, redirects and noindexed pages
- Fixed homepage duplication issue (.index.html was also visible)
- Removed duplicated pages on site caused by capitalisation in URLs
- Redirected old product URLs which were still showing a 200 code
Money Page Optimisation
Category pages should almost always be the #1 focus for ecommerce stores.
And sometimes, depending on the industry, product pages have similar levels of power.
So we spent significant time cleaning up the existing categories, building out a clear page structure, which was simply:
- H1
- Description
- Product Grid
- Longer Description [new]
- Reviews [new]
The design was cleaned up to make it easier to navigate, and additional useful information was provided to potential customers in the form of the longer description and relevant reviews of the products within that category.
Additionally, we created 30 new category pages to target further topics that the existing product range fits into.
These were provided with full optimisation from launch and quickly landed top 10 rankings.
Product pages were also cleaned up – reviews made much more prominent to boost conversion as well as additional SEO potential.
We added review schema to ensure review snippets showed up within Google search results.
And added additional internal linking elements to categories and other product pages.
Organic Shopping Success
The organic shopping grids are an underrated source of revenue.
Most brands are pivoting to wondering how to appear in AI search.
There is A LOT more money on the table for organic shopping right now.
And where else will Google get data from to power product recommendations in AI Mode?
We run optimisations on the product feed, dived into Merchant Center to connect store ratings and more and this has added further additional revenue outside of traditional organic search.
The results
In 6 months, added $123,570 incremental revenue at a cost of $21,000 – 5x ROI – and this is only going to grow.
Taking monthly SEO revenue from $20k to $60k in just 6 months.
What next?
There are three core things this brand can do next to continue to take their SEO to the next level:
- Authority building – They already have decent authority, but to be able to compete at the highest levels, they’ll need more links and product features (which will also help with AI Search).
- More categories – there are at least 40 more categories they could create, we focused initially on what we could rank for in the short-medium term, but unlocking even more can easily 10x the SEO potential.
- Internal linking – as category volumes grow, the importance of internal linking grows to ensure the flow of authority across the site.
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