Case Study
Source: Google Search Console · compared with the start of our partnership
Epipla24 is an online store for furniture and home décor across the home: living room, kitchen, bedroom and outdoor spaces. The catalogue is large, with many categories and products, and shoppers often search specifically, from “living room furniture” to a particular chair or wardrobe.
Organic promotion of the e-shop moved to IT DEV, aiming for more Google visitors who intend to buy, not just browse. We worked on site structure, category and product pages, and the technical foundation so every important query has its own “door” into the store.
This was not a “add a few keywords and finish” project. Furniture e-commerce means competition from large stores, many similar product pages, and buyers who compare before clicking buy.
With roughly 13,600 products, every decision had to work at scale. One wrong template repeated across thousands of pages; one good fix could lift a whole category.
A catalogue of about 13,600 products, with thousands of titles and descriptions from the default template
Heavy competition on every broad furniture query, from sofas to garden lounge sets
Categories without their own metas and outside the sitemap, weak as main pages for each topic
Homepage with three H1s inside the slider and products without Product schema
No content for shoppers researching furniture ideas before they buy
Step 01
On a catalogue this size you do not start at the top of the list. You start where demand exists, as we did for the Love My Home curtains e-shop. Domain, keyword and competitor analysis surfaced categories and products with real search volume, and those went first in the queue.
Step 02
Metas were written in waves: static pages first, then 132 categories, then 500+ highest-demand products. Each title names the product and its use; each description gives a reason to click.
After each wave, 270 URLs were checked live with zero drift from what we published.
Step 03
Categories entered the sitemap, empty taxonomies got noindex, and deleted products left product sitemaps. The homepage gained one visible server-rendered H1 instead of JavaScript-only headings.
Step 04
Articles answer what people search before they furnish: small homes, student flats, Airbnb, living room, bedroom, outdoor spaces. Each guide has a table of contents, product cards, FAQ from real queries and schema, and leads the reader to the category where they buy.
Guides for small homes and Airbnb are already among the site’s top ten pages by clicks.
Step 05
Seasonal queries, like student housing in September, are tracked from a baseline. When the catalogue changes, categories are rewritten based on products they actually contain.
Tools we used
Epipla24 now wins searches for specific furniture, from garden lounge sets to shoe racks, and ranks much higher than a year ago.
Compared with the start of our partnership, according to Google Search Console:
Google rankings
Source: Google Search Console · compared with the start of our partnership
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