A growing online furniture store had everything you need at first glance: a well-thought-out range, high-quality product photos, a modern design and stable technology. The pages were neatly structured and the content was well maintained. Nevertheless, organic success failed to materialize.
After a detailed analysis, it became clear that there was a lack of external visibility. Google was able to recognize that the store existed - but it was not "recommended". There were hardly any relevant links from outside, and this is still a key trust factor in SEO. Without backlinks, even the best store often falls under the radar.
The furniture market in e-commerce is highly competitive. Many competitors have been active for years and have established link profiles with recommendations from blogs, magazines, guides or portals.
The store, on the other hand, stood there like a new furniture store in a side street - solidly furnished, but nobody knew about it. But that's exactly what Google needs: signals from outside that say: "This page is relevant, trustworthy and recommendable."
In addition, some earlier link attempts were half-hearted. There were a few inappropriate links from web directories and forums - technically harmless, but worthless. To get ahead in the rankings, a new, sustainable strategy was needed.
We have deliberately decided against quick fixes. No link buying, no spam comments, no automated mass requests. Instead: honest, strategic link building with a focus on quality and industry proximity.
First, we analyzed the existing link profile:
Which pages already have links? What is helpful, what is superfluous? Where are the gaps? We then developed a plan to determine which topics, pages and content are particularly suitable for linking - and where potential partners can be found.
We specifically searched for sites that match the store's theme:
Home blogs, interior design magazines, DIY platforms, sustainability portals, furniture guides. In other words, places where people go to find out about furnishing - and where Google regularly drops by.
Instead of simply requesting links, we have created content that people like to link to:
for example.For example, guides to furniture materials, DIY instructions for small home projects, seasonal furnishing tips or even a small series on sustainable living. The content was not promotional - it was useful.
We specifically addressed editors, bloggers and website operators - personally, friendly, individually. No empty phrases, no standardized emails. A genuine conversation starter was often enough to arouse interest. In many cases, this resulted not just in links, but in genuine collaborations.
Internal improvements were also made at the same time:
After a few months, there were clear changes - not only in visibility tools, but also in day-to-day business:
Good link building takes time, strategy and the right tone. Especially in the furniture trade, where trust plays a major role, organic recommendations are worth their weight in gold.
Instead of focusing on quantity, it pays to invest in real relationships: with bloggers, editorial teams and partners. If you deliver good content and make it visible in a targeted manner, you will be rewarded - by Google and by real people.
