The furniture manufacturer Kettnaker, a premium producer of exclusive furniture systems, is linked to a strong sales network of dealers that has grown over generations. The company’s website is primarily accessed by users who already know the Kettnaker brand and actively search for it on Google. How can the organic traffic on the company’s website be increased? What SEO measures are necessary to rank the furniture manufacturer’s website stably in the top positions of the Google ranking — even without an online shop? Our challenge was to develop a SEO strategy and to produce sustainably effective SEO content to increase Kettnaker’s visibility in organic search.
First, we developed a detailed roadmap that showed the optimisation potential for the programmer and the editorial work from a SEO point of view. As part of the technical improvements in favour of a strong SEO base, we improved the internal linking, discovered faulty redirects and broken backlinks and shortened the loading times of images for better pagespeed. We paid great attention to the industry-oriented keyword research, which was the starting point for all content-related text work. Which are the right keywords for Kettnaker on Google? Which keywords list the furniture manufacturer in the appropriate search environment?
With our newly designed page structure and menu navigation, we strengthened so-called thin content pages with relevant texts so that they can be better indexed by the crawlers and at the same time are perceived by users as purchase-relevant information.
With the new keyword sets, we also revised SEO-critical meta texts and alt texts of the images. Keyword-optimised blog posts on current trends in the Furniture and Design industry continue to be one of the key elements of the success of a comprehensive SEO content strategy.
With our SEO concept for the furniture manufacturer Kettnaker, we were able to set the course for long-term search engine optimisation on the company website. Technical levers were defined, the site architecture was revised and extensive SEO content was produced and incorporated. In the corresponding period, the SEO visibility index of the site was significantly increased.
The revision of the product texts based on the new keyword set led to very good, constant conversion rates for the product views. Kettnaker’s homepage, which is important for new customer entry, now ranks on page 1 of Google after our optimisation with the generic main keyword.
It turned out that SEO texts are particularly successful when they serve the needs of the human reader and the search engine at the same time. The technical and content-related SEO measures as well as the targeted improvement of the user guidance contributed decisively to increasing the organic reach of the website. As a result, website users now receive purchase-relevant information much faster. Kettnaker positions itself visibly as an industry expert with up-to-date blog articles in the environment of its products.
Kettnaker Möbelmanufaktur, based in Dürmentingen, Swabia, develops and produces in fifth generation exclusive furniture systems. All production steps from design to conception to production are 100 percent “Made in Germany”. The furniture manufacturer’s portfolio includes solutions for all individual furnishing ranges from sideboards and wardrobes to tables, shelving systems and the bed.
Kettnaker’s partner network extends to around 300 exclusive companies from the upmarket furnishing trade, interior designers and interior architects. The internationalisation of the German manufacturer is also progressing steadily in Moscow, Dubai and Shanghai.