AIIMS Group Case Study · Ecommerce SEO
101 to 325 top-three rankings.
How technical foundations, category architecture and intent-led content expanded Woodbury Furniture’s tracked organic visibility over 11 months.
TL;DR
Woodbury had a credible retail offer, two Sydney showrooms and strong product depth. AIIMS reorganised the organic-search foundation so more categories, products and advice content could compete for discovery.
The Client
A furniture retailer with far more depth than its search footprint showed.
Woodbury Furniture sells indoor and outdoor furniture across materials including teak, aluminium and wicker. Its current website promotes a five-year warranty, a 30-day guarantee and showrooms in Castle Hill and Caringbah, New South Wales.
The catalogue created significant organic opportunity across product, category, material, care, comparison and seasonal searches. The problem was not a lack of things to sell. It was the limited search structure available to surface them.
- Sector
- Furniture retail and ecommerce
- Showrooms
- Castle Hill and Caringbah, NSW
- Scope
- Technical, on-page, content and ecommerce SEO
- Website
- woodburyfurniture.com.au
The Challenge
A quality catalogue competing with a limited search footprint.
At the supplied baseline, 101 tracked keywords sat in positions one to three, 285 sat in positions four to ten and the report recorded no SERP-feature visibility.
For a high-consideration category, that matters. Shoppers move between broad categories, specific materials, dimensions, care questions and product comparisons before buying. Woodbury needed a clearer architecture capable of meeting each stage without creating duplicate or competing pages.
Ranking Movement
More keywords moved into commercially useful positions.
| Position range | Start | End | Keywords added | Growth |
|---|---|---|---|---|
| Top 3 | 101 | 325 | +224 | +221.78% |
| Positions 4–10 | 285 | 568 | +283 | +99.30% |
| Positions 11–20 | 415 | 557 | +142 | +34.22% |
Reported SERP-feature visibility.
The supplied tracking report moved from zero to 582. This figure is presented as tool-reported visibility across tracked search features—not as 582 unique sales, pages or guaranteed featured snippets.
The AIIMS Approach
Build the foundations. Organise the catalogue. Earn more search territory.
01 · Technical
Repair the crawl and index foundation.
Sitemaps, canonical signals, robots directives, redirects, heading structure and structured data were reviewed so search engines could process the site more consistently.
02 · Architecture
Give major categories distinct search roles.
A topical map aligned valuable furniture categories and materials with the intent each page needed to satisfy.
03 · Metadata
Improve relevance before the click.
Titles and descriptions were rewritten across key catalogue areas to connect search demand with clearer, more compelling result-page messaging.
04 · Content
Answer research questions that precede purchase.
Seasonal guides, material comparisons, care advice and buying resources expanded long-tail reach and supported category authority.
05 · Search Features
Format content for richer result types.
Structured data and answer-ready content improved eligibility for richer search presentations where the page and query supported them.
06 · Internal Links
Direct authority toward commercial pages.
Internal links connected useful editorial content with priority categories and products, while keeping crawl paths clearer.
Reporting Method
Competitive growth, kept separate from brand demand.
The main ranking comparison excludes branded searches containing “Woodbury” or “Woodbury Furniture”. That separation prevents direct brand demand from being presented as proof of non-branded competitive growth.
All ranking counts and SERP-feature figures reflect the supplied 11-month third-party tracking comparison. Keyword databases, search features and positions change over time, so these historical figures should be revalidated before being reused in future sales material.
Frequently Asked Questions
The result, without the spin.
How much did Woodbury’s top-three keyword count grow?
The supplied 11-month comparison shows an increase from 101 to 325 tracked keywords in positions one to three. That is 224 additional keywords and 221.78% growth.
What does the figure of 582 SERP features mean?
It is the SERP-feature visibility count reported by the supplied third-party tracking snapshot, up from zero at the baseline. It should not be interpreted as 582 unique sales or guaranteed featured snippets.
Were branded keywords included in the main growth table?
No. Searches containing the Woodbury brand name were separated so the reported growth focused on competitive organic visibility rather than people already looking specifically for Woodbury.
What SEO work did AIIMS deliver?
The programme covered technical SEO, category and topic architecture, catalogue metadata, editorial content, structured data, SERP-feature targeting and internal linking.
Account owner:Jason Farag · AIIMS Group
Your catalogue is only valuable if buyers can find it.
Build the technical, content and ecommerce search structure that turns product depth into discoverable demand.
