Increase Furniture Sales With Highly Targeted

Furniture Store SEO

Written By: Joey Randazzo

Joey Randazzo is the owner and Founder of Portland SEO Growth Partners based in Portland, OR. He’s worked with hundreds of businesses to build growth-centric SEO campaigns.

Updated: October 25th, 2022

How We Help Furniture Stores Grow Their Business & See A

5.7x ROI on Their Monthly SEO Investment

Increase Google Rankings

Get your furniture store website ranking on Google for high-value keywords that motivated buyers are searching for.

More High-Quality Web Traffic

Get more interested customers coming to your website each month.

Increased Leads & Phone Calls

Get more motivated buyers calling your furniture store to see what furniture pieces you have in stock.

You Get Your Time Back

Stop having your receptionist writing blog content or trying to figure out digital marketing on their own.

Here's What You Want To See With Your Furniture Store Website & SEO

When Someone Types into Google "Furniture Stores Near Me", You Show Up Here...

When Someone Types into Google "Furniture Stores Near Me", You Show Up Here...

Think about the way people search for furniture stores. They’re probably sitting on their uncomfortable couch, trying not to sink into the cushions while watching tv, and pull out their smartphone.

They go to Google and type in something like “Furniture Stores Near Me” – the FIRST thing to show up is the Maps area of Google called the Google Local Pack. The furniture stores that show up here get the most phone calls and website visitors.

When Someone Types into Google "Furniture Stores in [City]", You Show Up Here...

When wine enthusiasts are looking for wineries, they often use the language of “best winery near me” or “best wineries in [city]”.

The wineries that rank in the Maps area for these keywords get the most phone calls and website visitors.

When Someone Types Queries into Google like "What Styles of Furniture Are There?", You Show Up Here...

When Someone Types Queries into Google like "What Styles of Furniture Are There?", You Show Up Here...

Furniture store customers ask tens of thousands, if not hundreds of thousands, of questions into Google each day, such as:

  • “What type of headboard is best?”
  • “What fabric is most durable for a sofa?”
  • “What furniture goes in a dining room?” 

Ranking for these keywords in Google proves that your website is trustworthy and an “authority”.

People Are Searching Differently For Furniture Stores Than They Used To

Just take a look and see the increase in people searching for “furniture store near me” over the last five years. 

This screenshot above comes from a tool called Google Trends (a tool created by Google). You can see the steady increase in the number of people searching for “furniture stores near me.”

See The Common Theme? You Want To Increase Your Furniture Store's Digital Presence Online To Be Found By Motivated Wine Connoisseurs.

Essentially, you want more motivated buyers in your area to know that you exist. Whenever they do a Google search online around furniture stores, you want to show up above your competitors.

How Do You Get Tangible Results With Furniture Store SEO Services?

Step 1: Comprehensive SEO Audit

Most SEO companies miss this step, and it’s the most important one.

We recommend doing a comprehensive SEO audit. Why? Well, how can you get to where you want to be if you don’t know where you are now?

The audit will determine your:

  • Current SEO performance
  • Current SEO errors
  • What your local competitors are doing
  • Technical SEO performance
  • And more

Step 2: Local SEO Visibility Audit

The goal for furniture store SEO is to increase your “local visibility,” in Google searches.

We use robust and powerful third-party tools to run an “SEO visibility test” on your business. This allows us to see how visible your business is on Google.

The report looks like this:

Step 3: Create a Roadmap Based on Data

We now have plenty of data from the SEO audit and the local SEO visibility audit. 

SEO for furniture stores should be strategized based on this data. Most other SEO companies don’t use this data to guide their strategy and just assume something will work along the way.

We recommend creating a comprehensive roadmap based on the data. If the data shows that your website speed is very slow (which is negatively impacting performance), you should prioritize that as the first thing to fix!

Step 4: Implement Highest Priority Changes First

This is where it gets interesting.

Not all SEO activities are created equal.

Adding internal links on a blog post from 2016 won’t make as much of a difference as optimizing the content on your homepage.

So, according to the data, you should be targeting the “low hanging fruit” opportunities first.

You don’t have a Google My Business set up for your furniture store? You should probably make one! You don’t have pages set up for the different categories of furniture? You should probably build those first before worrying about the images on your About Us page.

Step 5: Local SEO Best Practices & Content Creation at Scale

Local SEO for furniture stores comes down to the following:

  • Consistent information that Google trusts
  • Authority
  • Accurate information

If your website has a different phone number than what’s listed on your Facebook page, that’s going to make your business look untrustworthy to Google.

Why would Google rank a business that a user might not even be able to get ahold of if they tried to call?

It’s critical to have consistent NAPs on high-authority directories across the internet.

Now, back to “authority”. That’s where content shines. If you create content that answers your target audience’s questions, Google will see your business as more authoritative than a furniture store that doesn’t answer any questions and has little content on their site.

Step 6: Meticulously Track Data

The goal of SEO is to have a tangible impact on your furniture store. To increase website visitors. To increase your phone calls. And to ultimately have those activities lead to increased revenue. 

To ensure your SEO campaign is performing successfully, you have to track data. Build a comprehensive dashboard that gives insights into your:

  • keyword rankings
  • website visitors
  • phone calls
  • and other important KPIs

Furniture Store SEO Services Shouldn't Be 🍪 Cutter - Everything Is 100% Customized To Your Business

Furniture store SEO isn’t the same as other types of SEO. Unfortunately, many other SEO companies treat it just like any other industry, using the same “tips and tricks” and thinking it’ll work with furniture stores. That’s not the most effective strategy.

We treat your business as unique. We take an individualized approach to:

  • Your specific industry (such as furniture stores)
  • Your specific city (Dallas might be different than a smaller town in Georgia), and
  • Your specific website (is your website built on WordPress or Squarespace).

5 Tactical Local SEO Strategies for Furniture Stores

Strategy 1: Google My Business Optimizations

This is an example of a furniture store’s Google My Business:

This is what someone searching on Google would see on a Google My Business profile.

But wait…

Why do Google My Businesses matter for furniture stores? Google My Business profiles are relevant and important ranking factors in order to rank in the Google Local Pack. Here’s a quick example of the Google Local Pack when searching for “furniture store portland”:

Optimizing your Google My Business helps you get found there ☝️

And when you rank in the Google Local Pack, you get more phone calls and website traffic than your competitors. You WIN.

So, how do you go about optimizing your Google My Business properly in order to get found in the Google Local Pack?

One word: Comprehensiveness.

Providing as comprehensive information as possible is the best way to optimize your Google My Business.

There are many sections in which you can provide comprehensive information, such as:

  • Your categories
  • Your photos
  • Your main description
  • Your services
  • Your products

Let’s take a look at what it means to be comprehensive and not comprehensive:

For your GMB main description, you may just be inclined to write a sentence like… “We are a local, in-stock furniture store that’s motivated to help you find the best deal on quality furniture.”

That sounds promising, but it’s just one sentence… why not use up the 750 characters that Google gives you to seal the deal? Do you offer any deals on living room sets? Do you specialize in specific types of furniture? Do you also sell other home goods? Do you offer special financing? 

Answering EVERY possible question is how you can be more comprehensive and add value to the user (and to Google).

Strategy 2: On-Page SEO for Your Homepage and Location Pages

On-page SEO for furniture stores is just a fancy way of describing the content on your website.

This includes things like:

  • Your title tags
  • Your meta description
  • Your header tags (H1, H2, H3)
  • Internal and external links
  • Your images
  • And essentially, anything that you can put on a website page

Why does on-page SEO for furniture stores matter? Well, Google cares about it.

For single-location furniture stores, the most important page on your website (from a local SEO perspective) is your homepage. For multi-location furniture stores, the most important pages on your website are your location pages.

When doing on-page SEO for these pages, you want to implement SEO-friendliness through keywords while also providing as comprehensive information as possible to the user (and Google).

For example, instead of writing a title tag like “Jenson & Sons Furniture – 503.555.555” you can provide more context to Google by writing something like “Trusted Furniture Company in Oregon Since 1986 – Jenson & Sons Furniture.”

Strategy 3: Website Architecture Best Practices

This is an underrated SEO strategy for furniture stores. Your website architecture and your sitemap are intimately connected.

Google crawls your sitemap to understand your website architecture, which in turn lets Google understand what your website is about. 

Here’s what a sitemap might look like to Google:

A tad confusing, right? Don’t worry about it too much. Just know that Google is using your sitemap to understand what your website is about (which is really important for local SEO).

The main point is that your website structure should make sense hierarchically. Let’s use two common pieces of furniture that furniture stores offer – 1) sectionals and 2) living room sets.

Where should these pages live on your site? First, you should probably have a “Living Room” page that has the URL structure similar to .com/living-room/

Now, any living room-related products that you offer (such as sectionals and living room sets) should live UNDER this main Living Room page. See below:

  • .com/living-room/sectionals
  • .com/living-room/living-room-sets

This seems obvious, but many websites do this wrong. They have no vertical architecture. Instead, every page lives directly under the homepage. See below:

  • .com/living-room/
  • .com/sectionals/
  • .com/living-room-sets/
  • .com/loveseats/

With this structure, it’s not clear to Google that “Sectionals” is a type of furniture that you offer. It’s just another page on your site!

Strategy 4: Content Creation at Scale

This is where it gets fun. Buyers search for thousands of questions into Google every day.

Some are very local:

  • best bedroom sets in Portland
  • best couch selection near Portland

Some are generic:

  • Is micro suede durable?
  • How can I tell if a dining table is of good quality?
  • What’s the best living room setup for small spaces?
  • What kind of couch material is best with cats?

If you answer these types of questions through comprehensive blog articles on your site, you’ll accomplish the following:

1. You may rank in Google for these keywords that people are searching and drive more traffic to your site.

2. Google will take notice of your efforts and see your website as an “authority”. Google will think, “They’re answering all of these furniture-related questions that users are searching. They seem to know more than other furniture websites that haven’t answered any questions.”

Strategy 5: User Experience is a Bigger Deal Than You Think - Stop the Keyword Stuffing!

The old days are gone. PBN link building… keyword stuffing… all the stuff that used to work. 

Google’s getting smarter and figuring out that a user’s experience while visiting a website is important.

What does this mean for you as a furniture store?

  • Make it easy for users to find what they’re looking for. It shouldn’t take them 5 minutes to figure out whether you sell dining room sets or not.
  • When writing content, you should actually offer value to the reader. Your content should thoroughly answer the user’s questions and add value to them. Gone are the days of outsourcing writers that write vague, keyword-stuffed content.
  • Make it easy for users to contact you. Your phone number should be clickable on a mobile device. You should consider online ordering with delivery options or a pickup schedule. Anything to make the user’s experience SUPER easy.

On Average, Our Furniture Store SEO Services Cost

31% Less Than Other SEO Companies

Compared to Other SEO Companies That Average Between $1.5k and $3k Per Month.

FAQs About Furniture Store SEO Services

Here are the most common questions we’ve heard.

What is Furniture Store SEO?

Furniture store SEO is a form of digital marketing that helps furniture stores increase their visibility in search engines, namely Google. 

The specific SEO strategies that are used for furniture stores vary greatly (which is why all furniture store SEO is NOT created equal). 

Strategies include:

  • keyword research
  • on-page SEO
  • off-page SEO
  • local SEO
  • content creation
  • landing page creation
  • PR 
  • Google Maps optimizations
  • and more

Why is Furniture Store SEO Important?

Furniture store SEO is important because it allows you to get in front of your target audience (the motivated buyers looking RIGHT NOW to find a furniture store for their next home furnishing purchase).

Think about how social media marketing for furniture stores works: People are scrolling through Instagram or Facebook and stumble upon an advertisement for a furniture store in their city. They might be actively looking for a furniture store, but it’s pretty unlikely.

On the other hand, SEO puts you in front of interested buyers looking for what you have to offer:

SEO for furniture stores allows you to show up in Google for people actively looking for a furniture store. People searching for “best furniture store near me” or “furniture store in South Portland.” Ranking for those keywords has a MUCH higher conversion than people scrolling on Instagram.

How Long Does SEO for Furniture Stores Take To Work?

Furniture store SEO can take 1 week – 6 months for you to start seeing results. It depends on several factors:

  • How big of a city you’re in
  • How high your website’s “domain authority” is
  • How long your website has been around for
  • How your current SEO is performing
  • And more

Some of our clients have seen 2x – 3x the phone calls within a month after starting their SEO campaign, while other clients don’t see noticeable increases in phone calls for 2-3 months.

But think about this:

If everyone could make a couple of tweaks on their website and rank overnight for the HIGHEST value keywords out there, like “best furniture store in Fort Worth” then the internet would be chaotic.

These things take time to work. Google purposely built their algorithms that way.

What Furniture Store SEO KPIs Should We Track?

Furniture store SEO should be meticulously tracked.

You want to know, without a doubt, that the money you’re investing in SEO is working in favor of your furniture store.

Because of that, you need to track certain metrics to ensure that the campaign is working well:

  • Keyword rankings: Are your ranking on Page 1 of Google for your most important keywords? How are your keyword rankings changing from week over week? Month over month?
  • Organic website traffic: Is your organic website traffic from Google going up or down? Which keywords are performing the best and driving the most traffic to your site?
  • Online lead submissions: Are you seeing more online leads? How are they changing over time?
  • Phone calls: Are you getting more phone calls from people searching on Google? How are phone calls changing from one month to the next?

What Type of Content Should Furniture Store Websites Have?

Furniture store SEO should include content that your target audience is searching for on Google:

How do we know what content that is exactly? What keywords are they searching?

We use advanced software and tools that give us insider information and data. We, for example, know that 390 people per month (on average) search for “appetizers for wine tasting”.

So, with that being said, we do extensive keyword research to find the topics/questions that motivated buyers have, like:

  • “What to wear to a winery?”
  • “Must visit wineries in Portland”
  • “What is a wine taster called?”

If you create content that answers these questions, then you can potentially rank in Google when people search for these.

Also, Google will see your website as more trustworthy than the websites of your competitors.

What are the Most Valuable Furniture Store Keywords for SEO?

How To Work With Us

First of all – we don’t work with all furniture stores.

We only work with furniture stores that:

  • Are ambitious about growing their business
  • Have the bandwidth to take the growth that will come from working with us
  • Treat their employees and their customers well
If that sounds like you, then go through the easy process below:

Step 1

Request a 'Free SEO Audit'

This process takes about 2 minutes.

Step 2

Check Your Email

In less than 24 hours, one of our talented SEO specialists will send you a 3-5 minute customized video analysis. It will explain opportunities for you to outperform competitors.

Step 3

Sit Back And Watch Your SEO Skyrocket

Just look at our case studies of the success that other Portland businesses have seen. You can have the same results.

If you’re looking for Portland SEO services, we can help. Give us a call today to learn more about our pricing and availability. 

Let's Take Your furniture store From the "best kept secret" to the "most sought after brand"