Campaign Objectives
- Increase SEO revenue by 300%
- Boost pages ranking in the top 10 by 700%
- Improve keywords ranking in the top 10 by 200%
Strategy
Implementation
1. Contextual Internal Linking Opportunities
To scale internal linking, we automated the process using Screaming Frog, BERT (all MiniLM-L6-v2), and ChatGPT, efficiently managing the site’s large, customizable product categories.
Final output of internal linking script
2. Structured Data Markup Code Implementation
Enriched schema markup by adding currency, SKU, and product details, which improved search snippets and visibility.
Screenshot highlighting the enhanced schema
Oushak rug search result
3. Launched Trade to increase AOV
To cater to bulk buyers like designers and architects, we launched dedicated Trade Pages. These pages drove high Average Order Value (AOV) orders, significantly boosting revenue and order volume.
Rug Trade page
Conversion from Direct before and after SEO campaign. Source: GA-4
Revenue before and after the SEO campaign. Source: GA-4
Launching New Content Cluster
Recognizing gaps in our content strategy, we developed a cluster targeting rug + room/floor designs, which resonated with broader audiences at different stages of their buying journey.
Example of new cluster launch
Before new cluster launch vs After Cluster Launch
Pre & Post-SEO Campaign Click Metrics Across Search Engine Results Page (SERP) Positions. Source: Oncrawl
Breakdown by Position
Content Optimization & Content Pruning Launching New Content Cluster
Recognizing gaps in our content strategy, we developed a cluster targeting rug + room/floor designs, which resonated with broader audiences at different stages of their buying journey.
Example of new cluster launch
Before new cluster launch vs After Cluster Launch
Pre & Post-SEO Campaign Click Metrics Across Search Engine Results Page (SERP) Positions. Source: Oncrawl
Breakdown by Position
Content Optimization & Content Pruning
Content was mapped to different stages of the user journey, identified gaps, and added content to capture audiences at each buying stage. This also strengthened the website’s semantic relevance for core topics.
Example of content mapping with user journey
Pre-Content Optimization vs Post-Content Optimization
Post-SEO Campaign Page Count by SERP Position. Source: Oncrawl
Pages Ranking Performance
Challenges & How We Overcame
2024 was a year marked by significant hurdles in the SEO landscape. We break down the challenges we faced & strategies we implemented to solve them.
1. Algorithm Volatility
2024 saw multiple core updates and record-long SERP volatility in the history of search, with Google shifting focus from category to product pages, disrupting rankings.
Solution:
Optimized product pages with enriched structured data.
Graph showing SERP volatility. Source: Algoroo
2. Scaling Internal Linking Across a Complex Product Catalog
The extensive product catalog made manual internal linking an impractical and cumbersome process.
Solution:
Automated linking with Screaming Frog, BERT (all-MiniLM-L6-v2), and ChatGPT improved semantic value, navigation, and crawlability visibility for the pages
3. Limited Budget & Resources
With a monthly budget of €2,700 and a small team, prioritizing high-impact tasks was critical for hitting the KPIs.
Solution:
- Created MVPs and conducted low-cost experiments
- Leveraged AI tools to streamline processes and maximize ROI.
4. Diverse Audience Needs
Targeting interior designers, architects, and developers required varied content approaches.
Solution:
- Launched content clusters and Trade Pages tailored to specific audiences, boosting relevance, conversions, and AOV.
- Mapped strategies to user journeys, capturing intent at every stage.
Results & Evaluation
The project yielded significant results impacting organic rankings, clicks, and revenue. Below is a comprehensive evaluation of the outcomes:
1. Revenue Growth
2. Organic Pages Rankings
3. Clicks Performance (Top 10 Positions)
4. Keywords Ranking
This represents a substantial return on investment, demonstrating the effectiveness of our technical SEO, content optimization, and CRO strategies.
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