SUSTAINABLE GROWTH IN A CHALLENGING LANDSCAPE: ZANUI’S JOURNEY BEYOND THE INDUSTRY DOWNTURN
+$6,775
From $0-$6,775 traffic value per month
+1796
Page 1 Keywords
+12,000
From 0-12,000 Organic traffic increase per month
THE CLIENT
Zanui is a major online furniture retailer in Australia who opened their online store in 2011. They have a huge furniture category range from bedroom furniture to lighting and decor with hundreds of thousands of product SKUs. Like most eComm companies, they enjoyed some growth over the COVID-19 period of 2020-2021.
THE CHALLENGE
Since 2022, they had a significant decline in their organic performance. This decline, however, was industry-wide, as all their close competitors were also losing traction.
STRATEGY
After doing extensive industry research, Impressive concluded that Zanui’s performance downturn was an industry-wide phenomenon. However, Impressive wanted to ensure the sustained and long-term growth of their brand in the furniture industry, which could go against this negative market trend.
The main strategy was to target audiences that use “long-tail” queries to find furniture products online. The reason for using this strategy was:
- Long-tail queries are easier to rank as they have lower competition
- Long-tail queries help to bring highly targeted audiences, thereby improving conversion rates & revenue
- These new long-tail landing pages would not just be useful to attract organic traffic but could also be targeted via SEM campaigns
THE RESULTS
The Programmatic SEO technology was officially enabled on 1st Dec 2022 on the Zanui site. So the following stats are from Dec 2022 to March 2023 – 4 months since the launch.
We were able to help create just over 3,300 automated landing pages in 4 months for Zanui. This is a rate of 825 pages per month.
This campaign saw Impressive take home 2x prestigious awards:
- 2023 SEMRUSH SEARCH AWARDS AUSTRALIA: BEST USE OF DATA IN SEARCH CAMPAIGN
- 2024 APAC SEARCH AWARDS: MOST INNOVATIVE CAMPAIGN
