case study - Flooring Stores
From 90% Traffic Loss to a 230% Increase: How We Revived a Flooring E-commerce Website
Our client runs a flooring website that sells products from different brands. They help customers find and buy the right floors by showcasing products from multiple manufacturers.
We identify the right media opportunities using tracking tools like Google Alerts, Brandwatch, and Meltwater to monitor trending topics in your industry.
"Honesty is the Best Policy"
First, let's make clear how we approached this project. Our SEO approach comes down to one simple principle: honestly presenting what our client has to offer to people who need it. While this sounds incredibly simple, we've learned the hard way that many websites fail to follow this basic principle.
When we began our SEO audit of the flooring website, we immediately discovered that they did not adhere to this honest approach. The site was filled with cheap tricks - keyword stuffing, fake third-party reviews, and content that was created just to rank, without truly serving user needs.
Digital Presence & Reputation Management
We’ll make sure your brand’s presence is seen on relevant media platforms, including guest articles, press releases, interviews, and podcasts.
But we’re aware that visibility alone isn’t enough – safeguarding your reputation is just as important. We’ll handle any potential negative PR that comes your brand’s way.
The Discovery Process
Our team performed a thorough analysis and found several areas that needed immediate attention. The first red flag was extensive keyword cannibalization across the site. The keyword density itself was huge - a common trend in SEO before 2020, but something that started getting heavily penalized by Google since the September 2023 update.
Our Step-by-Step Solution
Immediate Content Cleanup
Our first move was to rework the blog section to remove redundant keywords and posts. This gave us immediate results, although it didn't restore the site to its former glory. The problem, as we discovered, ran deeper.
Addressing the Trust Factor
The website had articles that pretended to offer objective, third-party reviews of products that were actually their own. We changed that completely. As we always say, there's nothing wrong in selling honestly and directly - so we properly associated these products with the website.
Realigning Content with Purpose
When we reviewed the articles, we found they were primarily oriented towards generating traffic (which they once did successfully) but lacked a comprehensive understanding of how to connect the content with our client's products. So we did what we do best - we started studying our client's offer. Every detail of it.
Website Restructuring
Since the website was significantly changing its direction, we employed our team of developers to build a new website that would reflect all these changes. We made the whole website much more organized and user-friendly, adding dedicated pages for each brand we host so we can easily interlink directly to their products on our own website.
Shop by Brand
Shop by Room
Shop by Flooring Type
This made everything navigable and interlinkable with the articles that generated the most traffic. By the end of it, the whole website was a perfectly oiled machine where every part contributes to eventual conversions.
Playing to Our Strengths
This deep dive revealed our unique advantages. We categorized each product in our client's offering by every possible metric for flooring options. This gave us a complete understanding of what we had to offer for any specific scenario. For example, we discovered plenty of flooring brands that adhered to Greenguard and Floorscore health standards, which led us to create articles about how flooring affects indoor air quality. But that was just one piece of the puzzle.
We knew exactly which floors to recommend in articles about pet-friendly options, which ones excelled in waterproof capabilities, and which were best suited for specific rooms in the house - from moisture-prone bathrooms to high-traffic living rooms.
After all, knowing that we clearly set our website's intent to commercialize, we had to sell something. Since that’s what our client requested, this detailed categorization meant we could perfectly match products to the specific needs our readers were searching for.
Strategic Keyword Integration
Through this thoughtful analysis and presentation, we created articles that perfectly responded to search queries in an honest way. Our carefully planned blog section ensured each article served its purpose and matched user intent.
Traffic soared from 18,000 to more than 60,000 monthly visits
While still below the site's peak traffic (around 100k), the quality of leads improved significantly.
Most importantly, conversions increased substantially.
The Key Learning
By analyzing the needs of potential users and delivering what they actually needed, we proved that honest, user-focused SEO isn't just the right thing to do - it's also the most effective approach. Each piece of content now serves its purpose thoughtfully and responds perfectly to the user intent it was created to address.
"Get Stuff Digital drove real growth for our business, improving search rankings and organic traffic. Their data-driven approach and deep expertise turned around our site when we were losing traffic fast. If you’re looking for an SEO partner that delivers measurable results, I highly recommend them."
Broadlume, a Cyncly company
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