Establishing topical authority for sustainable furniture terms
Case Study Snapshot
Client: Room & Board
Industry: Retail
The Challenge
Sustainable furniture is nothing new for Room & Board
Creating sustainable furniture has always been a pillar in Room & Board’s business. As a key purchasing decision for many consumers, it was clear that Room & Board needed to bring this historic effort into the limelight. To increase visibility into its sustainable furniture efforts, improving the topical authority was essential. Why? This would increase the brand’s visibility as consumers searched for new sustainable furniture to add to their homes and would ultimately aid in driving additional sales.
Strategy
To establish topical authority and enhance visibility for sustainability terms across both broad and narrow search intent, we developed a data-driven SEO strategy to achieve these goals. After completing SEO research, we gained a deep understanding of the external and internal landscape for sustainable furniture terms and how Room & Board could achieve topical authority. Using this information, prioritized technical and content SEO recommendations were developed to fuel organic visibility and better meet user intent.
The recommendations included:
- Adding a sustainability section to Room & Board’s primary navigation to signal deep topical authority to search engines and highlight related content for users
- New content creation efforts to highlight key topics and questions to answer
- Infusing sustainable furniture terms into product copy to amplify the visibility within search results
Proof
Awards
These key SEO recommendations not only drove results, but also received award recognition
Collective Measures and Room & Board were named finalists for the Digiday Awards for the ‘Best Search Campaign’ with this impressive approach to search marketing.
