Furniture retailer grows 766% by winning non-branded search traffic!
This UK-based furniture retailer came to us after working with a previous SEO agency that had failed to deliver measurable results. Despite having a stylish and modern e-commerce site with a strong product range, their organic visibility was minimal, and sales had stagnated.
When we began the SEO partnership, we identified that over 70% of their product pages weren’t being indexed by Google. The root cause was a series of conflicting WordPress plugins, which prevented search engines from crawling and rendering key product pages. This meant that most of their catalogue was effectively invisible online, severely restricting their ability to grow through organic search.
The Challenge
Our audit uncovered a number of technical and strategic barriers that needed urgent attention:
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Severe indexation issues caused by plugin conflicts and blocked product URLs.
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Duplicate and missing meta data across product templates.
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Under-optimised category pages with weak keyword targeting.
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Low off-page authority, limiting competitiveness against national retailers.
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Thin or duplicated product descriptions, reducing keyword depth and user engagement.
Together, these factors meant that the site had strong design and usability but lacked the technical and SEO structure needed to perform in Google’s search results.
The Strategy: SEO For A Furniture E-Commerce Store
The first step was to fix the foundation. Working with specialist web developers, we placed the site into staging for extensive testing and development work, resolving the plugin conflicts and reconfiguring crawl settings to ensure all pages could be indexed correctly.
Once this was stabilised, we launched a structured SEO campaign that focused on:
Product Page Optimisation – rewriting meta titles, descriptions, and content for key categories and improving keyword targeting based on commercial intent.
Category Page Expansion – creating in-depth, keyword-rich category content for core product lines such as “TV beds”, “kids beds”, “bouclé beds”, and “teddy bed frames”.
Technical SEO Improvements – implementing structured data, improving site speed, and maintaining full crawl-ability through regular audits.
Off-Page Link Building & Digital PR – acquiring backlinks through high-authority lifestyle and home interior publications to increase domain strength.
Ongoing Content Refinement – identifying emerging niche terms like “65-inch TV bed” and optimising product listings to capture these fast-growing searches.
The Results
Within just six months, the results were transformative:
Total clicks: increased from 899 to 7,780 (+766%)
Total impressions: up from 79K to 1.17M (+1,375%)
Average position: improved from 35.1 to 26.1
Monthly sales: grew by approximately 30%, directly linked to organic growth
While branded searches continued to perform strongly, non-branded keywords showed the most impressive gains, including:
“beds uk” (+247 clicks)
“TV bed” (+49 clicks)
“bouclé bed” (+50 clicks)
“kids bed” (+28 clicks)
“teddy bed frame” (+29 clicks)
These results mark a clear shift from reliance on brand awareness to sustained discovery through non-branded organic search visibility — proving the site now competes nationally across key product categories.
Testimonial
“Working with Vertex has been a breath of fresh air! We paid an agency to do SEO on our website before reaching out to Vertex without really understanding what SEO was and what it should deliver for our business. Working with Vertex not only completely changed our online visibility and sales, but they’ve taken the time to educate us on all things SEO which sets us up for a long-term push. Great team, great people and enjoy working with you guys. Highly recommend!”
Conclusion
This case demonstrates how a structured, data-driven approach to SEO can turn a struggling e-commerce website into a growing and competitive digital brand. By resolving technical barriers, optimising every layer of content, and expanding authority through digital PR, we’ve positioned this retailer for sustained organic growth and continued revenue expansion.
