SEO Analysis Of Hedge House Furniture - WordPress

SEO Analysisof Hedge House Furnitureby Christina Romano

Keyword Strategy: Keyword ResearchThe value proposition of Hedge House Furniture (HHF) ishand-crafted, locally and sustainably sourced, built-to-order,solid-wood furniture. HHF ranked for zero keywords researched.Relevant keywords with competitors ranking on SERP p. 1:a. Wood furniture craftsmanship (5)b. Handcrafted wood furniture (7)c. Sustainably sourced wood furniture(3)d. FSC (Forest StewardshipCouncil)-certified furniture (9)e. Responsibly made furniture (2)f. Built to order wood furniture (9)Photo credit Detmold and Pixabay.com2

Keyword Strategy: RecommendationsKeyword phrases should be added to page content to communicate the uniquevalue HHF offers. HHF’s target audience researches its furniture purchases andcares about craft and sustainability.Customers are in the awareness stage, and keywords should lead them to the site,which should push them through interest and consideration into conversion. Product pages: “This piece is custom-built from sustainably sourced wood.” About page: “We specialize in beautiful handmade, solid-wood furniture that issourced responsibly.” Images: both captions and alt tagsshould contain “Hedge House” andname of product.Caption of credenza (right) shouldread: “Hedge House SolnaCredenza in white oak.”3

Content Updates: Text Home page: paragraph introducing the company and what it stands for:engage customers by providing personal details and references to HHFmission & values using keywords from slide 2. Each main product category page: introductory paragraph utilizingkeywords and introducing the pieces on offer, perhaps highlighting andlinking any new pieces designed. Utilize content formatting: use heading tags, especially in productcategory pages. Shop main page: add intro paragraph referring to mission (link to About)and materials (link to Materials); provide information about guidingprinciples of craft (use keywords, especially in each photo caption). Contact page: should contain location.4

Content Updates: Visual Home page: add welcoming photo of business and personnel. Materials page: add more imagery to engage customers. Photos of raw wood by type Outdoor photos of forest sources Video clips (embed, not upload): demonstration of piece beingbuilt, wood being sawn, etc. About page: photos of furniture pieces being made would make pagemore engaging and reinforce message of collaboration with craftsmen.5

Content Updates: Internal LinkingFurther internal linking will help users navigate the site as well as help thesite in its search ranking efforts. Shop landing page and each product page: should link to theMaterials page using keyword phrase about the source of the wood.Anchor link: “This furniture piece is hand-crafted from responsiblysourced wood” links to hedgehousefurniture.com/pages/materials. Product pages: any piece featured in a blog post (e.g., the SolnaCredenza) should link to the blog post in which it is mentioned. About page: should link to Materials and Contact pages. Blog posts: opportunities for linking to home, Shop, and About pages.6

Metadata Updates7Current page titles and descriptions can be improved so that site ranks better inSERP. Keywords from slide 2 in metadata will help search engines to find andunderstand the relevance of pages. Examples (spell out HHF on page): Home page title tag: HHF responsibly sourced wood furniture Home page description tag: HHF offers beautiful hand-crafted, solid-woodfurniture from wood that is sustainably sourced. Product cat. title (Office example): HHF solid-wood, handmade office furniture. Product category description tag (Bedroom example): HHF bedroom furniturefrom solid wood that is responsibly sourced.

Technical Recommendations8Implementing the following updates will improve not only the userexperience but also the ranking of the HHF site by search engines.Improve pagespeed*Remove unused JS (JavaScript) code; eliminate render-blocking resources byrestructuring JS/CSS"Reduce impact of 3rd-party code (blocking main thread)."Utilize efficient cache policy."Enable text compression.Address broken Update internal product link on blog post (“A Retreat in Maine”) or deletelinkreference.Post title vs.URLURL of blog post should match title. E.g., Apartment Size Entry Cabinet has aURL of ake-on-a-best-seller.*from Google PageSpeed Insights

Future Content Home page: Add photo of storefront/offices with team. Link to larger blog post with origin story. About page: Add story of the company and its mission,providing details about its origin,founders/employees, and its woodworkers, aswell as regional reference. Use keywords. Include team photo or photo of founders. New blog posts Post the HHF origin story, withtime-appropriate photos. Link to each majorcategory (home page, Shop, Materials, About). Post bios & photos of featured woodworkers.9Photo credit Cottonbro and Pexels.com

Outreach Efforts: Backlink Strategy10HHF has a domain rating of 28 on Ahrefs. Target backlinks from top 3 highlyrated domains. Note than none used keywords in recommended strategy. “Mel’s Living Room Reveal” at Style by Emily Henderson (DR of 74) leads toa 404 for Hollander bookshelves. Reach out, thank them for the mention,and inform them that link is broken because product no longer offered; ask toupdate link to HHF home page for mutual SEO benefit. Also offer to write afuture guest blog post about furniture design. Backlink at Webdesigner Depot (DR of 83) is a screen-capture graphiclinking to the HHF home page. Reach out to thank and ask to add caption for“Hedge House Furniture handcrafted furniture.” Backlink at Coco Kelley (DR of 66) is an anchor link to the phrase “mediaconsole.” The page title has a misspelling in the URL (“makevoer” ratherthan “makeover”). Reach out, thank for the link, notify about the misspelling,and ask to reword link to “Hedge House media console.”

Outreach Efforts: Backlink Strategy, cont’d.11HHF blog post “Apartment Size Entry Cabinet” links to Domino, whichdisplays the Sawyer console table and links to the corresponding HHFproduct page but with a nofollow tag. Reach out, thank for the link, and ask to remove the nofollow. Reach out to Sarah Sherman Samuel, who styled the space, and askto write a guest post on her blog and link back to HHF.

Technical Audit & RecommendationsCanonical Sitemap inc.12Sitemap locationREP tags0Home pageXXhttps://hedgehousefurniture.com/sitemap products 1.xml?from 4315065647190&to 4910242168918Main shop pageXXhttps://hedgehousefurniture.com/sitemap collections emap collections map collections map collections map collections emap collections 1.xml0AllXXhttps://hedgehousefurniture.com/sitemap collections itemap pages ap pages p blogs 1.xml0A Retreat in MaineXXhttps://hedgehousefurniture.com/sitemap blogs 1.xmlUse nofollow for linksApt. Size Entry Cab.XXhttps://hedgehousefurniture.com/sitemap blogs 1.xmlUse nofollow for linksAvers End TableXXhttps://hedgehousefurniture.com/sitemap blogs 1.xmlUse nofollow for p pages 1.xml0FAQXXhttps://hedgehousefurniture.com/sitemap pages temap pages 1.xml0Terms & p pages emap pages 1.xml0

Technical Audit Page 12 spreadsheet NlUrsnKFjQuenNduaCp hoX7JtzvKevGAhM/edit?usp sharing The robots.txt file instructs searchengines not to follow or indexunimportant site pages andshows the location of the mainXML sitemap, which itselfcontains 4 more XML sitemaps.13

Image DisclaimerPhotography is used courtesy of Hedge House Furniture except where otherwisecredited.14

update link to HHF home page for mutual SEO benefit. Also offer to write a future guest blog post about furniture design. Backlink at Webdesigner Depot (DR of 83) is a screen-capture graphic linking to the HHF home page. Reach out to thank and ask to add caption for "Hedge House Furniture handcrafted furniture."