Fairway Furniture

Our initial focus was on improving the online store pages by maximising all possible local search terms in a specific area as well as supporting the redesign of the ‘our store’ pages to enhance the user experience and ensure relevant information for each of the location pages was displayed.

To further support the growth of each location ranking such as, ‘furniture store in Plymouth’, we added content and CTAs on individual key pages within the site structure to encourage prospective customers to visit the stores.

Through this, we were able to build an internal linking strategy to pass link equity to the product pages, which improved the location pages positioning on search engines.

We worked in partnership with our paid search team to highlight keywords that were ranking well already on the SERPs. This included ‘fairway furniture’ and helped mitigate the increasing cost from CPC rises. The team saved 17% budget as a result of this tactic and overall clicks for brand led terms went up ~300% YoY (from combined organic and paid clicks).

Another element of our local SEO strategy, focussed on refreshing Fairway Furniture’s Google Business Listings.  This involved refreshing the business content, including relevant keywords, and ensuring all the product images were up to date. We also uncovered that the links on the product pages led to broken pages, which were then fixed and monitored. 

As part of our ongoing acceleration, we put together technical recommendations based on quick wins to help search engines crawl the site efficiently.