+30%
visits in 6 months
10
commertial keywords ranked
+25%
Google Business Engagement
Context
Pino Real is a local furniture retail store with over 20 years of experience in the sector. The domain had strong age signals and a fairly solid backlink profile.
Two main issues were identified:
- The domain was only ranking for branded keywords.
- The website content had significant errors (empty pages, placeholder Latin text, and virtually no SEO implementation).
Goal
First, fix the website’s content and optimize its on-page SEO.
Second, improve the performance of the Google Business Profile listing.
There was clear room for improvement to rank for transactional, service-plus-location keywords, both via the website and the Google Business Profile.
Implementation
On-page SEO
I redesigned the website to optimize both on-page SEO and content quality across key sections.
A keyword research process revealed commercial search terms that could drive revenue but were not being targeted.
I rewrote the homepage to target high-intent commercial keywords and added new pages for the main product categories, even when some keywords had low search volume.
Since the business owners did not want to turn the site into an online store, I added product catalog sections on the category pages (furniture, master bedroom sets, youth bedroom sets, etc.).
Local SEO
Because most relevant keywords had a local intent (service + location) and Google’s local pack dominated these SERPs, optimizing the Google Business Profile offered the fastest ROI.
I fully updated and optimized the GBP listing, ensuring every element was aligned with local SEO best practices.
Results
Both the website and the Google Business Profile now rank in top positions for the main commercial keywords.
As a result, the number of potential customers (calls, direction requests, messages) increased noticeably.
Google Analytics
Although the overall search volume in this niche is low, ranking for these high-intent terms generates strong business value.
Search Console
Traffic has remained stable since I started managing the SEO in 2020.
