An Australian home decor brand has experienced a remarkable 92.3% rise in traffic from non-branded keywords over the past six months, compared to the prior period. This substantial growth reflects the brand’s enhanced visibility and engagement in the home decor market.
Client Overview:
An Australian home decor brand, founded in 2003 in Sydney, is celebrated for its elegant and timeless designs. Despite its strong presence in the home decor sector, the brand faced significant SEO challenges that hindered its online visibility and growth potential.
Project Start Month: November 2023
Challenges:
Limited Non-Branded Traffic: The brand struggled to attract organic traffic from non-branded searches, relying predominantly on branded queries for site visits. This reliance restricted its exposure to new customers who were unfamiliar with its products.
Weak Backlink Profile: The brand’s backlink profile was lacking, with few high-quality inbound links from authoritative sources. This limitation adversely affected its domain authority and overall search engine rankings.
Approach:
Non-Branded Keyword Strategy: We conducted thorough keyword research to identify relevant non-branded terms that resonate with the target audience. By optimizing website content and metadata around these keywords, our goal was to draw in new visitors who are actively searching for home decor topics.
Keyword and Category Page Expansion: Leveraging insights from market trends and competitor analysis, we identified new keyword opportunities to enhance reach and visibility. These included popular home decor styles, seasonal themes, and related lifestyle topics. Additionally, we pinpointed critical category pages that were absent from the website and prioritized their development.
By creating and refining these pages, we improved user experience and provided search engines with more content to index, significantly boosting overall website visibility.
Backlink Acquisition Strategy: Our team implemented a strategic outreach campaign to secure high-quality backlinks from reputable home decor blogs, industry publications, and influencers. By building a diverse and authoritative backlink profile, we aimed to enhance the brand’s domain authority and improve its search engine rankings.
Results:
Increased Non-Branded Traffic: Through targeted optimization for non-branded keywords and a broader keyword strategy, the brand experienced a significant uptick in non-branded organic traffic, successfully reaching new audiences. Non-branded keyword traffic surged by approximately 92.3% over the past six months compared to the previous period.
Diversified Keyword Targeting: The introduction of new keywords focused on emerging home decor trends and lifestyle themes led to improved search engine rankings and greater visibility across a wider range of search queries.
Enhanced Category Pages: The development of key category pages improved site navigation and user engagement, resulting in higher conversion rates and enhanced SEO performance for targeted product categories.
Strengthened Backlink Profile: Through strategic outreach and relationship-building efforts, the brand successfully acquired high-quality backlinks from authoritative sources, bolstering its domain authority and establishing it as a trusted leader in the home decor market.
Conclusion:
By addressing critical SEO challenges and implementing a comprehensive strategy focused on non-branded keyword targeting, identifying new keyword opportunities, optimizing category pages, and enhancing backlink acquisition, we enabled the brand to overcome obstacles and achieve significant improvements in online visibility, traffic, and search engine rankings. As a result, the brand is now better equipped to connect with its target audience, driving growth and success in the competitive home decor landscape.