In just a few months, Decorfin, a high-end interior design company, achieved #1 rankings for targeted keywords such as “decorfin USA” and “venetian plaster vs stucco”. Through careful SEO optimization and strategic content creation, Decorfin improved its visibility in search engines, securing top spots for keywords that drive both informational and commercial traffic. This case study explores the strategies we used to achieve these impressive results and the steps taken to ensure sustained ranking improvements.

Initial Situation and Challenges

Decorfin offers specialized interior design services with a focus on Venetian plaster and other high-end wall finishes. While the company had a strong brand reputation, they were not ranking for some of their most important keywords, such as “Venetian plaster NYC” and “best way to clean plaster walls.” The challenge was to position Decorfin as the go-to brand for luxury interior design services, starting with achieving first-page and top-position rankings for their core service-related keywords.

Strategy and Implementation

Keyword Targeting and Competitive Analysis

We began by identifying the most valuable keywords for Decorfin based on search volume, competition, and intent. Our goal was to rank for keywords that would drive traffic from both potential clients and those researching high-end wall finishes like Venetian plaster.

Keyword Selection

We focused on high-value keywords such as “Venetian plaster NYC”, “venetian plaster in kitchen”, and “best way to clean plaster walls”. These keywords were chosen for their strong commercial intent and high search volume, ensuring that they would drive relevant traffic to Decorfin’s website.

Competitive Analysis

We conducted an in-depth analysis of competitors’ strategies in the luxury interior design space. By understanding how competitors were ranking for similar terms, we identified opportunities to create better, more comprehensive content that aligned with user intent while also capturing search engine attention.

On-Page SEO and Content Optimization

To increase Decorfin’s visibility, we focused on improving the on-page SEO elements and rewriting content to make it more relevant and valuable to users.

Meta Description and Title Tag Optimization

We updated the meta descriptions and title tags of key pages, ensuring that they contained the targeted keywords. For example, the title for the “Venetian plaster vs stucco” page was updated to “Venetian Plaster vs Stucco – Differences Explained by Decorfin USA” to ensure it appeared in relevant searches while clearly stating the page’s purpose.

Content Creation and Enhancement

We rewrote and expanded existing content to include more detailed descriptions of Decorfin’s services. We also created new content around key topics, such as the differences between Venetian plaster and stucco, as well as how to properly clean plaster walls. This approach ensured that Decorfin’s website provided useful, in-depth information to users, while also being highly relevant for search engines.

• Blog Articles: New blog posts were created targeting informational queries, like “venetian plaster in the kitchen” and “how to properly clean plaster walls.” These articles were not only optimized for SEO but also aimed to provide practical, value-driven content to potential clients.
• Landing Pages: Key service landing pages, like “Venetian plaster NYC,” were updated with richer descriptions, user testimonials, and optimized headers to help drive conversions and improve relevance.

Technical SEO Improvements

Alongside content updates, we implemented several technical SEO changes to enhance site performance and ensure Decorfin’s website was fully optimized for search engine crawlers.

• Internal Linking: We improved internal linking between related pages to provide users with a more seamless experience while helping search engines better understand the structure of the site.
• Schema Markup: We added schema markup to relevant pages to enhance the chances of appearing in rich snippets, particularly for informational queries like “how to clean plaster walls”.

Results from May

Achieving #1 Rankings for Target Keywords

Through consistent SEO efforts and content optimization, Decorfin successfully achieved #1 rankings for several high-value keywords. This included both branded and non-branded terms, significantly boosting the company’s visibility.

• #1 SERP Position: Keywords such as “decorfin USA”, “venetian plaster vs stucco”, and “venetian plaster NYC” achieved 1st position in the SERP.
• High Commercial Intent: Keywords with strong commercial intent, like “venetian plaster in kitchen” and “venetian plaster near New York”, are now ranking in the top positions, driving more potential clients to the site.

Keyword Ranking Growth

Decorfin experienced significant growth in keyword rankings, with more than 5 important keywords moving to the first page in search results. This growth is a testament to the effectiveness of both the content and technical SEO strategies implemented.

• Keyword Growth: The number of keywords ranking in the top 5 positions increased by 30% over the campaign period.
• Newly Ranked Keywords: Keywords like “venetian plaster NYC” and “best way to clean plaster walls” began ranking for the first time, establishing Decorfin’s presence for highly searched queries.

Increased Organic Traffic and Engagement

The improved rankings led to a notable increase in organic traffic, as well as higher engagement rates on Decorfin’s landing pages and blog posts. Users spent more time on the site and interacted with Decorfin’s content, increasing the likelihood of conversions.

• Organic Traffic: Decorfin saw a 25% increase in organic traffic, largely driven by the improved rankings for their core service pages.
• Increased User Engagement: With more valuable and targeted content, the site experienced a 15% increase in session duration, as users spent more time exploring Decorfin’s services and blog posts.

Conclusion

Through a combination of strategic keyword targeting, content optimization, and technical SEO improvements, Decorfin was able to achieve #1 rankings for several key keywords, significantly boosting their online visibility. The focus on creating valuable, relevant content for both commercial and informational searches has driven consistent traffic growth and improved engagement with potential clients.

Decorfin is now well-positioned to maintain and further improve its rankings in the competitive interior design space, thanks to its enhanced keyword rankings, increased organic traffic, and strengthened content strategy.