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Home/Case Studies/Furniture Store SEO Turnaround
  Ecommerce SEO · Retail

3x Organic Revenue in 9 Months for a Furniture Retailer in Decline

A regional furniture retailer's organic traffic had been sliding for two years after a botched platform migration. A technical recovery plus content rebuild tripled organic revenue within 9 months.

3xorganic revenue, 9 months
92%of lost rankings recovered
11 wksto recovery inflection point
  The challenge

A platform migration that broke more than it fixed

A move to a new ecommerce platform two years prior had left thousands of old product URLs returning soft 404s, no redirect map, and a sitewide duplicate-content issue from auto-generated category pages. Rankings had been sliding ever since, and nobody had connected the decline back to the migration.

Thousands of broken post-migration URLs
No redirect map from the old platform
  The strategy

Fix the foundation before touching content

1

Full redirect-map reconstruction

Rebuilt 301 redirects for every lost URL using historical crawl data and Search Console's legacy index records.

2

Resolved duplicate category pages

Canonicalized and consolidated auto-generated filter pages that were splitting ranking signals across near-identical URLs.

3

Rebuilt collection-page content

Added unique buying-guide content to top collection pages once the technical base was stable.

  The results

Two years of decline reversed, then tripled

3x

organic revenue, 9 months

92%

lost rankings recovered

0

remaining broken redirects

+165%

organic sessions, 6 months

“We thought the decline was just the market. It was the migration the whole time.”

Ecommerce Director, Furniture Retailer

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