Floor Monster

Optimising pages on the website to improve performance in organic search results for high priority keywords.

// Background


Floor Monster is a UK-wide, 100% eCommerce site focused on flooring products and accessories. 


// The Challenge


The flooring market is highly saturated and competitive, with many people spending significant time in the research stage to find the best deals. As such, in February 2019 we were tasked with improving the organic search presence of Floor Monster alongside Paid Search and Display campaigns as part of a multi-channel approach to their digital marketing needs. The key objectives were to bring a higher quantity and quality of traffic to key product pages, in order to drive increased online revenue for the business.

// Our Approach


In order to meet the client's objectives, we implemented a strategic combination of digital advertising campaigns which harnessed the combined power of paid and organic search campaigns. An in-depth SEO audit allowed us to identify areas where performance could be improved. The initial phase of SEO activity involved a focus on Technical SEO, which aided the crawling and indexing of the site by Googlebot and other search engine crawlers. We regenerated the XML sitemap and included a more detailed robots.txt file in order to maximise the crawl budget for the site. From there we actioned a number of on-page content recommendations, including lengthening the content on key product and category pages and optimising same based on monthly keyword search volumes. 

// Results


These changes have allowed Floor Monster to rank in the top position for a number of high volume, high priority keywords, such as 'herringbone laminate flooring'. We have overseen a significant increase in traffic and revenue in the first six months of combined SEO/PPC activity. 

  • 82% YOY Increase in Organic Traffic 
  • 31% YOY Increase in organic search revenue
  • 3.16% Conversion Rate (Previous 2.79%)