Joinery SEO & Content Case Study

Our client is a bespoke joinery brand, offering customised bathroom vanities. They’re a family-run business and specialise in high-quality bathroom vanities and custom pieces designed with Australian architecture and interior design trends in mind. The client is in a highly competitive home and interiors market, with their niche being a specific subset of that industry. Their target audience is informed about design trends and styles, and as a result are highly research-driven. Prospective clients in their niche usually search for specific styles, materials, and location-based solutions before making a purchase decision. The challenge was being able to showcase their quality and make it easy for customers who couldn’t visit their Queensland showroom to buy online with confidence.

Our client came to us with a clear set of challenges:

• Limited organic visibility and low keyword coverage
• Minimal authority, restricting their ability to rank competitively
• Untapped opportunity across high-intent product and local search terms
• Need for a scalable SEO strategy to support long-term growth

The foundations of an SEO and content strategy were the first port of call. We approached the campaign with a focus on building strong SEO foundations while targeting quick-win opportunities across high-intent keywords, along with a total refresh of all the site’s meta data.

We prioritised their top category pages and most popular styles and focused on expanding the keyword coverage throughout the category pages. Each page was realigned to avoid and reduce any existing keyword cannibalisation to maximise ranking potential. After the initial high-priority categories were updated, we included some of their best selling products as well with unique FAQs.

Beyond the core keywords, we incorporated more niche, long-tail search terms with the motivation being to target the more niche, style-specific queries that aligned closely with their product offering. This not only improved traffic volume but also increased the quality and intent of users entering the site. The result was a steady and sustainable uplift in rankings, supported by improved authority and a broader keyword footprint.

Outside of on-page optimisations and fresh content, we also implemented a link-building strategy to begin to grow their domain authority. This was another key priority in order to improve overall ranking capability by supporting the updated content’s ability to gain traction more quickly.

Over a 6-month period, this client experienced strong growth across organic traffic, keyword rankings, and overall search visibility.

• Organic traffic increased from 320 to 618 (+93%)
• Organic traffic value grew from $146 to $272 (+86%)
• Top 3 rankings grew from 15 to 17 (+13%)
• Position 1 for “vintage vanity” (350 searches per month)
• Position 1 for “antique bathroom vanity” (150 searches per month)
• Position 1 for “vintage bathroom vanity australia” (150
• searches per month)
• Position 1 for “bathroom vanities brisbane” (250 searches per month)