‘Goossens Wonen en Slapen’ is a Dutch furniture retailer with retail stores in the Netherlands and Belgium. Prior to August 2010 they had an information portal website but wanted to expand their distribution channel to include online. Fast Web Media built a bespoke e-commerce website in late 2010, and were then chosen to use search to market the new site.

Objectives:

• To raise their brand awareness and brand profile online as furniture retailers and increase total revenue by online sales.
• Aim to achieve top 5 rankings for at least 5 out of 10 keywords within 12 months
• Increase traffic to site through non-branded keywords by 20% within 12 months
• Increase traffic to site through branded keywords by 10% within 12 months

Strategy

• Build the new website was built in compliance with SEO best practice standards
• Intensive link building strategy to raise online brand profile for non-branded keywords
• Constantly review onsite optimisation the brand profile for the brand keywords
• Optimisation of the category architecture on the website in order to improve rankings for target keywords in Google.nl

Results:

Significant increase in the number of visitors to the site:

• September 2010 – February 2011: 46.63% increase in visitors (brand keywords)
• September 2010 – February 2011: 57.68% increase in visitors (non brand keywords)
• Achieved the top 5 Google position for 6 of the 10 keywords within 6 months