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.
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.
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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