Tuinmeubelwereld: Tripled sales thanks to comprehensive SEO strategy

In a nutshell

In the heart of Dordrecht, Tuinmeubelwereld began as a modest garden centre, loved by the local community and known as ‘a family business with green at its heart.’ While working on the website for a graduation project in 2017, Tuinmeubelwereld.nl quickly grew into a successful webshop. Whereas the physical shop was always familiar territory for regular customers, the online shop proved a hit with a wider audience.

To best serve this growing demand, Tuinmeubelwereld.nl commissioned Aspen Digital to increase its online visibility and strengthen their position in the competitive market for garden furniture. With an SEO strategy based on our unique data, they succeeded, with fantastic results.

The challenge

As a relatively new player in a highly competitive market, Tuinmeubelwereld.nl faced a big challenge in early 2023: to become organically visible alongside established names in the garden furniture industry. Their goal? Increase visibility and attract organic visitors before the garden season in March 2024.

With a starting position of 35% visibility on a set of 1,000 relevant search terms, we were ready to navigate Tuinmeubelwereld.nl to a top ranking position. Together, we went for nothing less than a great market position.

The strategy

At Aspen Digital, we started by uncovering untapped visibility potential – a distinctive data-driven approach that allows us to create unique opportunities for our clients. Determined, we went for a solid position in the market and analysed the current search results. This allowed us to discover opportunities for new subcategory pages that could make a real impact.

Parallel to the content expansion, we focused on solving internal competition. Through targeted optimisations of content and internal links between main and subcategories, we prevented pages from fighting with each other for ranking. This gave each category a clearly defined visibility and improved the user experience.

We also took a close look at the technical side. By resolving technical issues, we made the domain ready for growth. While balancing content and technology, we reinforced the ‘garden furniture’ theme with relevant blogs for users. This engaging yet functional content not only helped improve findability, but also created new opportunities for internal links.

The powerful foundation was ultimately supported by strategic link building on quality platforms. Our link building aimed to greatly increase the authority of Tuinmeubelwereld.nl, which was essential to keep up with the established players at the top. By investing in links on relevant and reliable platforms from the outset, the impact came at exactly the right time.

Chart 1: The rise of Garden Furniture World’s category page for lounge sets towards the top five in key search terms.

The results

Our holistic approach led to impressive results for Tuinmeubelwereld.nl:

• Visibility: Increased from 35% to 65% based on the same set of 1,000 search terms – a substantial improvement that strengthened market position.
• Organic sessions: +260% growth YoY, dramatically increasing organic traffic.
• Revenue growth: An increase of 215% YoY, with 100% above target.
• Position improvement in SERPs: During the season, key terms, such as ‘lounge sets,’ reached top-10 positions, demonstrating the strong market position.

Close cooperation with Tuinmeubelwereld.nl allowed us to be flexible and quick. Our reports offered insight into each step and provided a clear picture of progress, keeping the client fully informed. With a thoughtful approach on all SEO fronts – content, technology, and authority – we achieved a strong result in a short time.

Chart 2: The rise of Tuinmeubelwereld’s category page for garden furniture sets towards the top three in key search terms.