Case Study

Home Furniture


This home and lifestyle site specializes in selling furniture for living rooms, kitchens and bedrooms. The main goal for the campaign was to increase revenue generated from SEO by improving the visibility across all their product ranges.

Website History

The site was fairly well optimized for SEO, but there were issues with internal links and duplicate pages across the site.

Issues Holding Website Back

Technical On-Site Issues
Low Authority
Thin Content

Our Strategy

We worked with the client to improve thin and duplicate content across the site, reduced the amount of duplicated pages and optimized the site in preparation for link building.

We used a combination of aggressive link building and natural link building from niche relevant bloggers with some optimized anchor text distributions. The main goal was to gain quality links that were not going to risk penalizing the client and gain authority.

We targeted easy wins at the start of the campaign to get return on investment for the client and now pursue considerably more competitive keywords with an increased budget.


Within the first six months of the campaign the revenue had increased by 125% and is now consistently above six digits each month and has since doubled again.


"Worked with Will and his team for a couple of months now. They are very professional and service oriented. Deliver on time and super responsive when I have had any questions or concerns."

Pär L Review

Pär L, SW Gambling Affiliate

"Great service. Each month our traffic increases and we get tons of new leads. The only issue for us is keeping on top of all the new business!"

Steve C Review

Steve C, USA Investment Website Owner

"The Search Initiative really know they're stuff; took our site from nowhere to first page of Google for lots of really important keywords. We'd happily recommend them."

Jon N Review

Jon N, UK Property Website Owner

"We are ranking a large site for multiple terms and whilst the foundations are still being laid in the project we can see the value and the future position of our site - this is one agency I would have no hesitation in recommending to anyone who is serious about growing their business!"

James T Website Owner

"I think your team has done a wonderful job. Jonny does great work and is a very knowledgeable project manger. I would recommend your services to others that are looking for a hands-off SEO approach."

Brad W Review

Brad W A Conversion Rate Optimisation Agency

. . .

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