Category Page SEO
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+105Top 3 keywords
+220Page 1 keywords
+40.6%Non-Branded YoY Site Impressions
Challenge
Office Reality, based in Somerset sell a wide variety of office equipment and furniture - anything from desks to privacy pods is available for purchase from their site. Their primary clients are businesses looking to furnish or upgrade their office spaces.
The office furniture industry is highly saturated with many established brick-and-mortar competitors, and Office Reality understood that outranking national competitors such as Ikea for core searches was highly unlikely for them. So, we devised a plan to help them gain rankings without trying to take on industry titans directly! Here’s how we helped them do that…
Solution
The best course of action for Office Reality was to focus on ranking above direct B2B competitors of a similar niche and size instead. Therefore, targeting more specific, long-tail B2B keywords was the most effective way forward, as these were something the large competition was not targeting.
As a way to both help Office Reality achieve those increased organic rankings and insert those long-tail keywords, we focused on the category pages. Due to the enormity of the site, tackling individual product pages would have taken an extended amount of time, so the category pages were prioritised initially.
The first step was to audit the site to identify potential issues with headings, content, and tagged products. It was highlighted that some categories had as few as five products in; these then either had more products added to them, or were combined with other categories to make larger, more fleshed-out pages. This helped with site authority and content volume.
Next was tackling the heading structure and content. A correct heading structure is vital for on-page SEO strategies, so search engines can understand the subject and hierarchy of the page. Many of the existing category pages only had an H1, which was a great start, but it needed more. We took the large paragraphs of text and split them into more digestible sections with clear H2 and H3 headings. Simultaneously, the content was re-optimised to include relevant target keywords. We added more helpful content and removed unnecessary content, such as ‘the history of…’ - information that was not relevant to the user at that stage. We instead expanded it to be more informative and conversion-focused.
As the site was so large, casting a wide net was a good starting point, as it helped to increase the authority and rankings across the site for a very large selection of keywords. This meant the site grew somewhat equally across different categories, rather than becoming very authoritative in some areas and not others. The aim of this was to protect the site from market volatility, ensuring the business did not suffer if search volume dropped for certain keywords.
Result
The category page optimisation was a highly effective approach. We were able to optimise around 50 pages in total, and because of this, saw 105 keywords jump to within the top 3 positions! Long-tail terms such as ‘executive office desk’, for example, rocketed 35 places to position 3!
The client was so impressed with our fast turnaround and results, they have requested the same SEO’s assistance on their sister site, Cafe Reality. The client is looking for a very similar SEO campaign on their second site, given the success of the first one.
We have built up a fantastic relationship in such a short time, and it really is the highest vote of confidence when a client chooses to bring on a second business with us.