How Salon Furniture Warehouse Tripled Website Goals in Six Months
Salon Furniture Warehouse is a direct to consumer manufacturer of quality salon equipment. With over 50 years of combined experience, its management team aims to bring the best possible design, quality, price and service to the beauty industry. The business partnered with OMG to increase site traffic through an integrated SEO strategy.
200%
Increase in website goals in 6 months
33%
Increase in organic traffic in 6 months
102%
Increase in new organic users in 6 months
Services
Industries
- Retail & E-Commerce
Challenges
- Missing sitemap and robots.txt files, making it harder for search engines to crawl and index new pages.
- Content gaps on key category pages, with low word counts and little SEO optimization.
- Unoptimized and duplicate metadata across the site.
- Broken internal links creating a poor user experience and lost traffic.
- Low overall visibility in search engines.
Our Approach
Supercharge organic traffic and results, with content as a key focus.
Campaign goals:
- Growing organic sales
Strategy & Execution
- Category content: optimized existing category pages and created new ones, adding around 400 words of content targeting the most profitable and relevant terms, like shampoo stations, styling chairs, barber chairs and salon equipment.
- Crawl and index foundations: created a sitemap and robots.txt file to make it easier for Google to crawl and index new pages.
- Internal link cleanup: redirected and removed broken internal links throughout the site to prevent a poor user experience and traffic loss.
- Faceted navigation and new pages: added faceted navigation while optimizing and creating new pages to improve rankings for target keywords.
- Authority building: earned high quality backlinks from high Domain Rating sites, focused on the styling station, styling chair and barber chair category pages.
- Multi channel conversion path: mapped how organic search, paid search and social work together, finding that the strongest path is when users search first and return directly to purchase.
Key Results
Organic results within 6 months:
- Increased organic sessions by 33%
- Increased organic goals by 200%
- Increased new organic users by 102%
- Increased total users by 107%
- Increased total impressions by 27%
- Increased Domain Rating by 122%
Key rankings achieved:
- Barber chair for sale: from p13 to p1 (SV: 9,900)
- Salon stations: from p7 to p1 (SV: 6,600)
- Hair dryer salon: from p33 to p7 (SV: 8,100)
- Salon hair dryer: from p63 to p8 (SV: 5,400)
- Nail polish rack: from p16 to p6 (SV: 5,400)
Keyword reach from March to June 2023:
- Top 3 keywords: increased by 23% (from 305 to 374)
- Total keyword indexation: increased by 7% (from 7,868 to 8,418)
Most importantly, the multi channel conversion path increased conversion value by 115.85% year over year.
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