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A global premium furniture brand wanted India to find its online store. Visits from Google grew 26×.
A 100-year-old global furniture brand, known for iconic designs, was losing Indian buyers to its own global website. We fixed it, and visits from Google search grew by 2,515%.
Where they started, what we did, where they are now
Indian buyers landed on the wrong website
When people in India searched for the furniture brand, Google often showed the global website, not the Indian store where they could actually buy.
Told Google which site is for India
We cleaned up copied pages, added useful product content and set the website up so Google knows which version to show in which country.
26 times more visitors from Google
The India website now ranks for the searches that matter, and visits from Google search grew by 2,515%.
Global Premium Furniture Brand, in plain words
The client is a furniture maker based in the US. It has been designing for over 100 years, sells in more than 100 countries, and has designs in museums around the world. The company saw India as a place to grow, and wanted Indian buyers to know that premium office furniture, was now available there.
There was a catch. When people searched for the brand, Google often showed the global website instead of the India store. The India site also had copied pages and pages with very little to read, and it looked too much like the global one.
We checked the site and studied the competition. Then we made the India site different from the global one, told Google which site is meant for which country, and added fresh, useful content. Visits from Google search to the India site grew by 2,515%, and they are still going up.
What the furniture brand asked us to fix
More visitors from Google
They wanted more people to find the India website through search.
Better positions with and without the brand name
They wanted to show up when people typed the brand name and when people only typed what they wanted to buy.
Stronger presence for chosen searches
They had picked a set of busy searches and wanted to be seen for each of them.
More online sales
The aim was more orders through its India online store.
Show the full range
Buyers in India needed to see how many products they could choose from.
Visits from Google: up 2,515%
For every 100 people who used to arrive from Google, about 2,600 arrive now. The screenshot is from the client’s own Google Analytics.
What it brought
Visits from Google search to the India website grew by 2,515%.
The rise came from a big jump in rankings for some of the most important searches.
Traffic has kept rising with no peak in sight, because the site keeps ranking for more searches.
Four fixes that made the difference
Full health check of the website
We found copied pages, thin pages with little to read, and gaps where competitors were ahead.Like a full inspection before renovating a house.
Stopped the global site competing with the India site
We set the right country tags, so Google shows the Indian store to Indian buyers.Like putting the right address on a parcel so it goes to the right door.
Added fresh, useful content
Clear pages on the product range, so buyers could see what was available in India.Answers to “Can I buy this chair in India?”
Got quality sites to link to them
Outreach to build the India site’s trust with Google.Online word of mouth for the new store.
Everything we did for the India website
- Ran a detailed health check of the whole website
- Found pages that were copies of other pages and fixed them
- Found pages with too little to read and made them useful
- Compared the site with its competitors to see where it was behind
- Made the India site clearly different from the global site
- Told Google which version of each page is for which country
- Stopped the global site from outranking the India site for the brand name
- Added fresh, original content about the product range
- Got trusted sites to mention the India website
What other business owners can take from this
Make sure the right site shows in the right place
If you have a site for each country, Google needs clear signals about which one to show to whom.
Copied and thin pages hold you back
Pages that repeat each other, or say very little, compete with your own good pages. Fixing them lifts the whole site.
Answer what buyers want to know first
New buyers in a new market need to see what you sell and that they can buy it. Clear product information does that job.
You can have a world-famous brand and still lose sales because Google sends buyers to the wrong page.
Selling in more than one country, or running more than one website? This is one of the most common problems we fix, for big brands and small ones.
- The right website shows in the right country
- No more of your own pages competing with each other
- More buyers land where they can actually buy
- A clear report every month on what we did and what it brought
Is Google sending your buyers to the right page?
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Results like this, for other businesses
About this case study
Who is the client?
A global maker of office and home furniture, based in the US, with factories in the US, China, Italy and the UK and customers in over 100 countries. Its designs are in museum collections worldwide, and it has won major design awards.
What did they ask us for?
More visits from Google, better positions for searches with and without their brand name, more online sales through its India online store, and clear information on their product range for Indian buyers.
How we measured (for the detail-minded)
- Numbers from the client’s own Google Analytics at the time. This case study was first published in August 2020.
