Affordable Furniture is an Australian furniture retailer offering competitive pricing on quality pieces. Despite strong in-store sales, their eCommerce presence was being overshadowed by big-box competitors with massive SEO budgets and established domain authority.
Their product pages lacked the depth and structure needed to rank against established competitors, and there was no content strategy to capture the research-phase traffic that precedes furniture purchases.
Losing sales to big-box furniture retailers online
Competing directly with major brands for product searches
No content strategy to support product pages
Comprehensive buying guides driving purchase-ready traffic
Stagnant year-over-year performance
2.2× year-over-year organic growth
Category Content Strategy
Built out room-by-room buying guides (living room, bedroom, dining) with size calculators and style selectors that captured research-phase search traffic.
Technical SEO Overhaul
Fixed crawl issues, implemented proper pagination, and optimised site speed — resolving the technical debt that was holding back otherwise strong product pages.
Local SEO Integration
Optimised for "furniture near me" and Melbourne-specific searches, connecting online visibility with showroom foot traffic.
The combination of enriched content and technical fixes drove conversions up 1.9× as the site captured more purchase-intent traffic. Year-over-year organic performance grew 2.2×, proving the compound effect of a well-executed eCommerce SEO strategy.
The buying guides became the top organic landing pages, demonstrating that content-led eCommerce SEO drives real revenue.