HOMEWARE AND FURNITURE
Fractional SEO Director · Former Head of SEO, Halfords · Co-author, Mastering In-House SEO · 15+ years in search
CATALOGUE STRUCTURE
Built for browsing. Structured for search.
ROOMS → STYLES → PRODUCTS
SIZES → FABRICS → FINISHES
$40m+
organic revenue influenced
30+
Shopify brands worked with
15+ yrs
ecommerce SEO experience
01 / WHY HOMEWARE DIFFERS
A sofa is one product with dozens of fabrics, sizes and finishes, sold to people who search by room and style long before they search by product name. Shopify’s defaults work well for shoppers. They leave several decisions open for search, and those decisions decide which pages rank.
Variants and filters
Supplier copy
Research by room and style
Seasonal demand
Demand builds around Black Friday, spring refresh and outdoor living. Pages need to be live and indexed before each peak arrives.
Retired and out-of-stock lines
Ranges retire and suppliers change. Each URL needs a clear rule — redirect, replacement, or a live out-of-stock page — to retain authority.
Image-led discovery
Shoppers discover products through image results and visual search. File names, alt text, structured data and feed quality decide whether you appear.
03 / AI SEARCH
Sizing, material and care questions are the kind that AI assistants answer directly. An answer can only name your product when a page states the facts the question depends on, in a format that can be extracted.
Extractable specifications
A consistent brand entity
What size rug for a double bed?
Rug dimensions in cm and inches, with guidance by bed size.
Specification table and a size guide linked from the product page.
Is bouclé easy to keep clean?
Fabric composition, care instructions and durability claims you can support.
Product attributes and a dedicated care section.
Best sofa for a small living room?
Overall dimensions, seat depth and delivery access.
Specification table and a buying guide by room size.
Will this wardrobe fit my alcove?
Exact external dimensions and assembly requirements.
Specification table with units that can be extracted.
Where can I buy a solid oak dining table in the UK?
Material, origin, delivery regions, brand details and reviews.
Product copy, delivery page, schema and review data.
04 / HOW I WORK
The order matters. Structure comes before content, because new collections and guides only work when the catalogue underneath them is crawlable and clear.
01
Technical foundation audit
Filter and variant handling, canonical structure, app bloat, page speed, and rules for discontinued products — ranked by revenue impact.
02
Demand and catalogue mapping
Search demand is mapped by room, style, material and product type, so each collection is built around a query that exists.
03
Collections, content and AI visibility
Build the landing pages, buying guides, schema and structured product facts that make each range understandable to Google and AI search.
04
Seasonal planning and execution
Schedule launches around your Search Console history, make sure key pages are indexable early, and keep the catalogue current through peak periods.
05
Revenue-led reporting
Brand and non-brand organic revenue are reported separately, year on year, so seasonal swings are never mistaken for meaningful progress.
PHASE 1
Discovery call — catalogue, goals and current constraints.
PHASE 2
A scoped plan tailored to your store and team.
PHASE 3
Access is set up and the first fixes are scheduled.
PHASE 4
We review the first changes and agree the next priorities.
05 / WAYS TO WORK TOGETHER
I work with a limited number of brands at any one time so I can stay hands-on. The right starting point depends on how much clarity, capacity and ongoing senior support your team needs.
START WITH CLARITY
SEO Growth Audit
ONGOING SENIOR SUPPORT
Ongoing Fractional SEO
START A CONVERSATION
Share your store and the biggest problem you need to solve. I’ll reply personally.
QUESTIONS
How do you handle variants and filters without losing long-tail traffic?
Keyword research identifies the few combinations that deserve dedicated landing pages. The rest stay as shopper-friendly filters and are kept out of the index.
Do you rewrite every supplier product description?
No. Products are prioritised by revenue and search demand. Top performers receive unique copy; structured specification fields make the rest useful and understandable.
Can a smaller brand compete with Wayfair, IKEA and John Lewis?
Not on the broadest terms. The opportunity is in the material, style, room-size and collection queries where a focused range can have a more useful answer.
How do you plan for seasonal peaks?
We use Search Console history to understand category demand, then work backwards so seasonal pages are live and indexed before interest builds.
Does AI search matter for a homeware brand?
Yes. Sizing, material and care questions are already answered by AI tools. Clear specifications and structured data make it easier for your products to be named.
GET IN TOUCH
Share your store, role and biggest growth blocker. I’ll reply personally with the clearest next step.
Book a discovery call
