Revealing a brand strength hidden in plain sight
How Collective Measures partnered with Room & Board earn visibility for its market-leading sustainable furniture
Case Study Snapshot
Client: Room & Board
Industry: Retail
Business Challenge: SEO
The Challenge
Despite sustainability being one of Room & Board’s core tenets, the brand was absent when searchers sought sustainably built furniture. The problem wasn’t the messaging, it was the website.
Strategy
Rebuilding the website structure and aligning content to search intent would reveal Room & Board as a sustainability leader
- A new, dedicated sustainability section was added to the website’s navigation, signaling the brand’s commitment to search engines and consumers
- Fresh content was crafted to address real consumer questions about sustainable practices, materials, and products
- Sustainability messaging was infused into product copy, ensuring the brand appeared where purchase decisions happen
Proof
Room & Board rose to the top of sustainability searches, proving that purpose can drive performance.
Increase in overall keywords year over year
Increase in sustainability-focused keyword rankings year over year
Ranking achieved for “sustainable furniture” and “sustainable furniture companies.”
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.
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