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Case Studies/Furl

Premium SEO Strategy Driving #1 Rankings

The Background

Furl, a luxury furniture brand specialising in premium sofa beds and innovative space saving furniture, partnered with us to strengthen their organic visibility and reduce dependency on paid channels. Their organic performance had stagnated, and they needed a strategy aligned with their premium positioning, not one that drove irrelevant traffic or poor-quality leads.

More recently, they have also launched their AEO (Answer Engine Optimisation) campaign with us – check out their case study here.

Their goal was clear:
✔ Rank for high-value, high-intent keywords that match their ideal customers
✔ Increase organic traffic sustainably
✔ Build long-term authority
✔ Improve user experience and conversion pathways

Keyword Strategy: High-Intent Keywords for a Premium Brand

We targeted the keywords that aligned perfectly with Furl’s pricing, audience, and commercial intent:

These were selected to attract high-quality users ready to purchase premium furniture.

The Campaign: Intent-Driven SEO With UX, Relevance & Authority at the Core

Comprehensive Keyword Research: Selecting Premium, Intent Matched Keywords

Before touching the site, we ran an in depth keyword research process to identify the most commercially valuable searches and ensure our optimisation aligned with Furl’s premium brand position.

We intentionally did not target broad keywords like “sofa beds” simply to chase volume.

Why?

Because Furl is a premium brand. Broad terms attract budget shoppers who will bounce quickly, harm UX metrics, and inflate traffic with no revenue benefit.

Instead, we focused on intent driven keywords: designer, luxury, that reflect what Furl actually sells and what their ideal customers are actively searching for.

This protected conversion rates, improved relevance, and ensured we were bringing in users with genuine buying intent.

Full SEO Audit & On-Page Optimisation

We started with a technical and on-page audit to ensure a solid foundation.

Our fixes included:

✔ Optimising all meta titles and descriptions
✔ Improving heading structures
✔ Fixing crawlability issues
✔ Enhancing internal linking
✔ Strengthening content relevance across key pages

This ensured the site was technically sound and aligned with search best practices.

Content Expansion: 7 Optimised Pages + 1 New Page

To better match search intent and create strong landing pages, we:

Optimised 7 core category pages
Created a brand new page specifically for clever tables, as there was no existing page that matched the keyword intent
Ensured all content aligned with Furl’s brand voice and premium positioning

We also identified sub category opportunities, an important but often overlooked SEO lever.

For example:

Because our primary focus was designer sofa beds, we also optimised supporting pages such as grey sofa beds, which help:

✔ Build topical authority
✔ Strengthen internal linking pathways
✔ Capture long-tail commercial searches
✔ Support rankings for the main category pages

This approach compounds relevance and boosts rankings across the entire product range.

Authority Building Through Monthly Backlinks

Alongside the onpage and content improvements, we ran a monthly backlink campaign designed to strengthen Furl’s authority in a slow, steady, and sustainable way.

Rather than chasing high volumes, our focus was on quality, relevance, and natural acquisition patterns.

Each backlink was manually secured through targeted outreach to websites within the interior design, home improvement, lifestyle, and furniture spaces ensuring every placement reinforced Furl’s premium positioning.

Our approach included:

Manual, personalised outreach to hand-selected sites that align with Furl’s brand and price point.
Prioritising topically relevant placements, strengthening both the main category pages and the new supporting subcategories.
Building links at a steady, natural cadence, mirroring organic growth patterns rather than artificial spikes.
Supporting both commercial and informational pages to enhance overall topical authority across designer and luxury sofa beds.

This consistency is one of the biggest ranking drivers in competitive e-commerce.
It not only helped Furl climb for their main commercial terms, but also ensured ranking stability which is critical when competing against large retailers with significantly higher domain authority.

CRO, UX & Conversion Improvements

Ranking high is only half the work: the site must convert as soon as traffic lands.

We ran a CRO and UX audit to:

Identify friction points
Improve page layouts
Enhance trust and usability
Support Google’s UX-focused ranking signals

This ensured the site performed well for both users and search engines.

The Results: #1 Rankings, Traffic Surge & Paid Search Parity

#1 Ranking for “Designer Sofa Beds” (Up 30 Positions!)

This is one of Furl’s highest value keywords and they now dominate it.

Other target terms saw significant ranking improvements too, with stabilisation across page one for the main service categories.

44% Increase in Organic Traffic Month on Month

In the last 30 days alone:

Organic traffic increased 44% compared to the previous month
Rankings stabilised at the top positions.

Organic Traffic Now Equals Paid Traffic

One of the biggest milestones:

In the last 30 days, organic traffic has matched paid traffic. For a premium brand relying heavily on performance ads, this shift is huge. Organic is now delivering the same volume, without the cost.

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