Project Overview
Highland Cabinetry is a wholesale provider of high-quality, all-wood kitchen and bathroom cabinets. They serve suppliers, contractors, and homeowners nationwide. They maintain an extensive inventory, stocking over 20,000 kitchens and manufacturing more than 25,000 kitchens monthly.
Goal
The client wanted to improve their online presence in the wholesale cabinetry market. Their product and collection pages weren’t optimized, making it harder for people to find them online. The goal was to optimize these pages to increase visibility on search engines and attract more people looking for wholesale cabinets. This would help drive more traffic to the website and, consequently lead to more sales.
Solutions
Product Pages Optimization
We identified high-search-volume money keywords for the product pages. To improve conversions, we redesigned the UX and UI of the pages, focusing on a more user-friendly layout and engaging content. Then, we developed an internal linking strategy to improve the website architecture. We also updated the CTAs with clearer and more engaging offers to drive user engagement and increase conversions.
Location Pages Optimization
Because Highland Cabinetry serves nationwide, to improve their local search visibility, we started by conducting thorough keyword research to identify new, high-potential keywords that could attract more relevant traffic. Based on this research, we developed a strategy to create dedicated location pages for each target state and city.
These pages were designed from scratch and optimized with location-specific keywords to rank higher in local SERPs. We ensured each location page featured locally relevant content, such as nearby landmarks, customer testimonials, and region-specific offers. We also logically connected the pages through proper internal linking, making it easier for both users and search engine bots to navigate the website.
Blog and Informational Keywords
To set up a topic authority in the wholesale cabinet market, we conducted in-depth keyword research. Using the data, we developed a comprehensive blog strategy and created articles that answered all the questions people might have about kitchen and bathroom cabinets. This approach increased brand awareness, also drove highly targeted traffic to the website, positioning the brand as a trusted resource in the industry.
Ongoing Technical Audits
We performed a thorough technical SEO audit and identified several content-related minor issues. During the audit we discovered that the website was under spam attacks, which we worked with the development team to resolve. After, we made sure the website was secure and free from technical issues, making it more reliable for users and search engines.
High-Quality Backlinks
To improve Highland Cabinetry’s website authority, we mainly published content on niche-relevant websites. We also focused on local news outlets, magazines, and blogs to strengthen the website’s local presence and improve the authority of location pages. As a result, we secured 200 backlinks, increasing DR from 12 to 38.
Results
We optimized product pages with high-performing money keywords and improved their UX/UI to drive conversions. Additionally, we created location-specific pages targeting individual states and cities to capture local search traffic. To further establish authority in the wholesale cabinet market, we implemented a blog strategy, creating informational articles. These efforts resulted in a 700% increase in organic traffic, growing from 965 to 7,714 monthly visits.
We achieved a 469% increase in the number of keywords ranking in the top 10 positions. The count rose from 168 to 956, highlighting the success of our optimization strategies in boosting the website's visibility.
In 15 months, the website’s Domain Rating (DR) increased by 217%, rising from 12 to 38. This growth was achieved through strategic link-building efforts.
