Case Study: House of Sofas - A Comprehensive Collection of Innovative Sofa Designs

Project Overview:
House of Sofas is a leading furniture retailer specializing in a wide range of sofas, including sectional sofas, sofa beds, ottomans, couches, euro-books, dolphin sofas, and more. The company operates large showrooms across multiple cities, allowing customers to view a broad selection of products in person. Neolines has worked with House of Sofas for two years to establish a robust SEO and PPC strategy that boosts visibility, expands reach, and attracts qualified leads across the country.

SEO Strategy for House of Sofas

1. Comprehensive Keyword and Competitor Analysis

Market Research and Keyword Analysis: We conducted an extensive keyword analysis to identify high-potential terms within the sofa industry, such as “sectional sofa,” “sofa bed,” “euro-book sofa,” and “recliner chairs.” This included analyzing competitor performance across these keywords, assessing regional variations in search intent, and discovering niche terms that match specific customer needs.
Competitor and Market Trends: Analyzing competitors across various cities allowed us to capture local search trends, informing our approach to keyword targeting and on-page content optimization for each product type.

2. Semantic Core and Mapping

Semantic Core Development: A structured semantic core was created to target product types and use cases, encompassing long-tail keywords like “modern sofa bed,” “reclining sectional sofa,” and “affordable corner sofa.” These keywords spanned the different products, effectively capturing both broad and niche search queries.
Site Structure Mapping: Leveraging the semantic core, we designed an optimized site structure with clear navigation for each product category. This includes dedicated pages that rank for specific terms such as “dolphin sofa” and “click-clack sleeper.” A streamlined navigation structure ensures users can quickly access products and information about store locations and promotions.
SEO Structure:
1. Home Page
2. About Us
  - Promotions
3. Catalog
  - Sectional Sofas
  - Sofa Beds
  - Ottomans
  - Couches
  - Euro-Books
  - Book Sofas
  - Dolphins
  - Click-Clacks
  - Pull-Out Sofas
  - Sofas
  - Accordions
  - Recliner Chairs
4. Blog – Industry tips, product spotlights, and care advice for sofas
5. Contact Information

3. Technical and On-Page SEO

Technical SEO Optimizations: Improvements were made to page speed, structured data schema, and mobile responsiveness to optimize the site for search engines and user experience.
Content Creation: Each product category received SEO-rich descriptions and informational content, incorporating product-specific keywords and high-intent queries. Blog posts were written with scientific phrasing and detailed technical explanations about materials, comfort technologies, and maintenance tips, which strengthened the brand’s authority in the furniture space.

4. PPC Campaign Design and Execution

Campaign Strategy and Structure: A well-coordinated PPC campaign was crafted with seven ad groups and around 45 targeted ads, reaching users at different stages of the buying journey. Ad copy was tailored to emphasize benefits such as showroom accessibility, variety, and specific product promotions.
Ongoing Optimization: Ads were continually monitored and optimized based on performance metrics, with adjustments made to bidding strategies and audience targeting to maximize ROI and drive higher quality leads.

SEO and PPC Campaign Results for House of Sofas

SEO Performance

Organic Traffic Growth: +35%
Organic Sessions: +12%
Overall Sessions: +16%
Keyword Visibility: +950 (an increase of 950 keywords in Google’s rankings)
Top 5 Keywords Performance: +30%
Impressions Growth: +8%
Click Growth: +7%
New Users: +40%
Returning Users: +20%

PPC Campaign Performance

Click Growth: +25%
Conversion Growth: +95%
Average Cost-Per-Click (CPC): -3%
Cost-Per-Conversion: -28%
Click-Through Rate (CTR): +85%
Conversion Rate: +65%

This optimized strategy for House of Sofas significantly improved online visibility and conversions, building a strong market presence across cities and supporting sales growth. Through this project, Neolines demonstrated its expertise in building and executing a comprehensive SEO and PPC strategy that has significantly increased House of Sofas’ online visibility, supporting brand growth and sales across multiple cities.

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