Schots Home Emporium - Megantic® - eCommerce SEO Agency

Introduction

Schots Home Emporium is one of Australia's leading distributors of unique furniture, home fittings, and fixtures. With the vision of “unearthing the uncommon”, they stock eclectic pieces with personality to make a room shine. They supply unique pieces from nowhere else, which include bathroom supplies, vanities, contemporary furniture, teak furniture, leather sofas, fire places and much more!

With 3 destination stores located across Melbourne and Geelong, customers can touch and feel the quality craftsmanship of specially curated pieces.

Insight

Megantic and Schots Home Emporium partnership began in May 2019 with the goal of transforming their online presence through Megantic’s data driven customer focused SEO strategy. Schots’ previous agency was not focusing on driving customers to shopping pages: Products, Categories and Filters. Over time, their Organic presence channel declined and became a great opportunity for the business to capitalise on.

After extensive consultations and discovery sessions, Megantic was chosen to transform their categorisation and filtering to tap into specific customer searches that drive sales, leads and store visits.

Our Approach

The first step was to dive into the Schots product range to understand the uniqueness of the range and the positioning of the business. Through this process we mapped out the future category hierarchy and architecture to connect to our target customers. This identified that our range and audience were users looking for products such as Traditional Vanities, Contemporary Furniture, Fireplace Mantels, Reclaimed Timber Furniture & Farmhouse Sinks.

This focused the restructure on customers that we knew would resonate with the Schots unique range and captured both top of funnel and bottom of funnel customers. The data also identified opportunities in naming conventions and navigation that assisted in creating a customer focused UX and shopping experience.

The research piece uncovered.

478 Category Pages.
2619 New Filter Pages.
18,074 Category keywords with over 6,544,730 monthly impressions.
12,065 Filter Keywords with 1,576,000 monthly impressions.
A new proposed menu navigation.
New filter naming conventions and groups.
Redundant categories for removal.

After research refinement and implementation, the restructure was supported with:

Clean URL structures.
Relevant H1’s.
On Site SEO: Research based Page Titles and Descriptions.
Static URLs.
Site speed optimisations.
Structured data markups.
Optimising Robots.txt.
Internal linking.
Link acquisition and reclamation.
Product acquisition.
Aligning naming conventions.
Optimising templates: Home, Category, Product and Filters.
Minimising file sizes and images.
Core web vitals optimisations.

With regular analysis of Google Analytics, Google Search Console and business data, we were able to increase the online presence of Schots.

www.schots.com.au

“Schots chose Megantic to build up Organic Growth in August 2019. Megantic was set the task of adding keyword searches for over 2000 items. We knew from the onset that we would have to wait 10 to 12 months to see any benefits from Organic searches. It was a great leap of faith. We were bound to the future.

We found Harvey and Vancho to be straight shooters. They could explain in layman’s language, the step by step process to the end goal. We were not disappointed, Harvey our main contact was always highly motivated, approachable, with an educated answer, and equally dedicated to seeing the project succeed. We are now starting to see the benefits of Megantic’s hard work.

Our database has increased by 50% since January. The search results are rising every month since January. Our placement in rankings is also improving month by month.

Organic is a key contributor to the success of any business, choosing the right partner is also part of that success story. Megantic has been a joy to deal with over the past year. Schots still has a way to go, but the evidence is clear, we are on the right track and with Megantic, the journey is well underway to a bright future.”

-Neville Schot