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How a Luxury Lighting Manufacturer Grew Traffic by 2,281% in 6 Months

https://residencesupply.com/
SEO case study of Residence Supply.

Stats

5.5K to 130.2K Monthly Visits

Industry

Ecommerce & Retail

Niche

Home & Office

Reporting Date

October 2024

Residence Supply is a lighting fixture manufacturer based in Coral Gables, Florida. It started as a family-run atelier and has evolved into a premier luxury lighting company serving customers worldwide.

In 2024, the Residence Supply website has experienced equally impressive growth.

Organic traffic flourished, increasing from 5.5K to 130.2K monthly visits in just half a year.

Chart of Residence Supply's organic traffic over 2 years with a spike in October 2024.

In this SEO case study, we’ll explore the strategies Residence Supply used to achieve this growth.

You’ll also learn how to imitate these strategies and get tools for implementing them on your WordPress site.

The Catalyst: How Residence Supply Reached 130.2K Monthly Visits

1. Content Strategy Amplified: New Collections, Products, and Blogs

Between April and October 2024, Residence Supply focused its attention on its content strategy.

To illustrate this point, here's a breakdown of the estimated pages on the site during these months:

MonthTotal PagesCollection PagesProduct PagesBlog Posts
April 20241,907981,460366
October 202425,97615,1064,7646,066

Residence Supply expanded every section of its website, adding many new collections, products, and blog posts.

They also optimized each page for the most relevant keywords. (This process is referred to as on-page SEO.)

On-page optimizations are critical for communicating your web page’s main topic to search engines and users.

When done well, search engines reward your site by ranking it in search results for the appropriate keywords.

Some SEO best practices that Residence Supply upheld include:

These optimizations proved effective, growing keyword rankings from 8.2K in April to 35.2K in October.

Growth chart of Residence Supply's keyword rankings.

Why this matters:

By expanding its content library and optimizing for relevant keywords, Residence Supply increased its organic search visibility.

This approach sparked a substantial boost in website traffic, driving more potential customers to the brand.

A robust content strategy, coupled with effective SEO practices, is essential for any business looking to establish a strong online presence and achieve sustainable growth.

How to optimize your content for search engines:

This on-page SEO checklist shows you how to optimize your content.

For a quick overview, you can follow these steps:

  1. Start with high-quality content.
  2. Optimize your SERP snippet.
  3. Check keyword usage.
  4. Include internal links.
  5. Assess readability.

Tools for content optimizations:

Content optimization tools can streamline your writing and make your content SEO-friendly.

All in One SEO (AIOSEO) is a WordPress SEO plugin with a built-in Writing Assistant.

Writing Assistant integrates with your SEOBoost account to provide real-time content optimization recommendations directly in the WordPress editor.

For example, the Optimization Wizard provides additional keyword ideas relevant to your article.

AIOSEO Writing Assistant Optimization Wizard shows related keyword ideas.

You can also see how your content stacks up against the top-ranking competitors, allowing you to adjust your strategy as necessary.

Writing Assistant overview shows content grade.

Finally, it’s worth mentioning that Writing Assistant works in conjunction with all the other AIOSEO features.

The TruSEO tool is particularly useful for on-page SEO because it lets you know when you forget your focus keyword in critical areas.

TruSEO focus keyphrase checklist shows a score of 92 out of 100.

2. Product Spotlight: Leveraging Schema for Online Visibility

To increase the visibility of this new content, Residence Supply made strategic technical optimizations behind the scenes.

Most notably, they implemented product schema markup throughout the site.

Schema markup is a type of structured data that communicates important details about your page to search engines. It resides within the HTML of your website and looks like this in the source code:

HTML code for product schema markup on a Residence Supply page.

There are several schema types, each with its own unique set of attributes.

Product schema, for example, allows you to include details like:

  • Price
  • Shipping costs
  • Customer reviews
  • Return information
  • And more

Search engines can use this information to generate rich snippets in search results.

These listings provide more information to customers directly in search results, making them attractive to users.

Here’s an example:

Google product snippet shows product details for a waves chandelier from Residence Supply.

Overall, Residence Supply is generous with its implementation of schema markup on its website.

This strategy has benefited the site, generating over 12.4K review snippets in October.

Residence Supply review snippets growth.

Why this matters:

By using schema markup, Residence Supply enhanced the visibility of its products in search results.

Rich snippets provide a more engaging and informative user experience, attracting more clicks and traffic to the site.

This approach not only improves rankings but also boosts customer confidence by providing detailed information directly in search results.

How to implement schema markup:

This tutorial provides three methods for adding schema markup to WordPress without a plugin.

Each uses JSON-LD and requires basic coding knowledge.

These tools will help you acquire the schema markup itself:

For eCommerce sites, you’ll want to select Product in each tool to generate the appropriate schema markup.

Tools for schema markup:

Hate the idea of touching code?

You’re not alone.

In fact, many small business owners don’t know how to work with HTML. And that’s fine.

Schema generator plugins do all the work for you, making structured data a breeze.

In AIOSEO, you can implement a product schema with just a few clicks.

Navigate to the Schema Generator in the WordPress editor and select Product from the catalog.

AIOSEO schema catalog in WordPress.

AIOSEO will bring you to another page that allows you to add product details like brand, price, and customer reviews (shown below).

Product review fill-in boxes for schema markup.

Once you’ve saved your settings, AIOSEO will format the structured data properly for search engines.

Product details aren’t the only thing standing out in search results.

Residence Supply optimizes its images to ensure they also make an eye-catching appearance.

They use image SEO best practices such as:

  • Optimizing the image filename
  • Writing descriptive alt text
  • Implementing schema markup
  • Having clear on-page SEO signals

These strategies all contribute to search engines’ understanding of the images. Without them, search engines would struggle to understand their content, let alone rank them in search results.

For Residence Supply, image SEO has helped them win thousands of image snippets like the one below.

Google image snippet of a lava floor lamp from Residence Supply.

In total, they ranked for 11.9K keywords with this type of image-rich result in October.

Residence Supply rankings with image snippets.

Image optimizations can also help you rank in the Google Image Pack, which appears near the top of search results.

Google image pack for the query lava floor lamp.

Residence Supply had over 600 rankings in the Image Pack in October.

Why this matters:

Users are likelier to click on a visually appealing search result than a listing without images.

Because of this, image SEO is a powerful practice that can help businesses attract more customers and generate more revenue.

It’s also super easy to do.

How to optimize images for SEO:

In addition to the earlier-mentioned optimizations, you should also do the following:

  • Write succinct image title tags.
  • Include image captions when appropriate.
  • Compress images for faster loading times.
  • Create an image sitemap.

For even more ideas, check out this article with 18 tips for image SEO.

Tools for image SEO:

Image optimizations can be time-consuming, especially when you’re an eCommerce with thousands of product images.

Luckily, SEO plugins can streamline, or even automate, some of these optimizations.

Take AIOSEO, for example.

Its image SEO tool allows you to automate certain elements, like the title or alt text, using smart tags.

Smart tags are dynamic variables you can customize to populate text in a certain order. They can be a huge time-saver and improve your overall SEO.

AIOSEO image SEO settings for title tags.

4. Content Readability: Aligning Blogs With People Also Ask

Blog posts were another major development in Residence Supply’s 2024 content strategy.

They went from having 366 to 6,066 posts in a mere 6 months.

What’s impressive about these posts is how well they’ve performed in Google’s People Also Ask SERP feature.

The People Also Ask (PAA) box provides users with questions related to their query.

Users can expand these questions to reveal the answer, as shown below.

Google people also ask box shows questions related to old stye push button light switches.

In October, Residence Supply ranked for 1.2K keywords in this section of the SERP. (Less than 30 of these rankings came from pages other than blogs.)

Growth chart of Residence Supply's rankings in Google People Also Ask.

So, what is Residence Supply doing in their blog posts to rank in this coveted SERP feature?

There are a few things going on, but one of the most important is that they optimize for readability.

Readability measures how easily users can read and understand your content.

It’s important for users to easily navigate your page and process the information. This helps keep users engaged with your content and improves user signals like time on page and bounce rate.

Search engines can then use these metrics to assess how helpful users find your content, which affects your rankings.

Now that you understand readability, here’s how Residence Supply optimizes for it:

  • Writes clear subheadings in a logical order
  • Uses simple language and short paragraphs
  • Avoids run-on sentences
  • Leverages transition words to guide readers

You can implement these strategies on your site, too, to make it easier for users and search engines to enjoy your content.

Why this matters:

The readability strategy has a two-fold benefit:

  1. It makes it easy for users to consume and digest blog content, leading to a more positive user experience.
  2. Because users spend more time on the site and have a lower bounce rate, search engines can recognize and reward these engagement metrics with higher rankings.

Ultimately, ranking in the PAA box is an excellent way to increase your site's visibility and build authority in your niche.

How to improve readability:

In addition to the optimizations mentioned above for Residence Supply, you can also do the following:

  • Use multimedia to engage users and illustrate points.
  • Leverage white space to break up blocks of text.
  • Include bulleted and numbered lists for easy scanning.
  • Check your Flesch Reading Score.

Tools for readability:

AIOSEO’s TruSEO tool analyzes readability for you.

You’ll get a user-friendly Readability Checklist that lets you know where you can make improvements.

TruSEO readability checklist in WordPress.

Standout SEO Wins

Before we conclude, there’s a final SEO technique I’d like to highlight at Residence Supply:

Product FAQs Enhance the Shopping Experience

Residence Supply includes FAQs on each of its product pages.

This provides customers with quick and easy access to product information and shopping details.

FAQs on a Residence Supply product page for the leto knob.

FAQs are a strategic implementation for eCommerce businesses, as they can:

  • Improve the shopping experience
  • Soothe concerns and increase conversions
  • Help you rank in search results

Regarding this last point, search engines love FAQs because they’re easy to display in search results.

FAQs typically follow the same clear format and provide quick, concise answers. This translates to several SERP features like People Also Ask and Things to Know.

Finally, I want to point out that Residence Supply includes FAQ schema markup on these pages to further enhance search engines’ understanding of them.

Tool: With AIOSEO, you can add FAQ blocks in WordPress. Simply locate and add the AIOSEO – FAQ block to your post or page. The plugin will automatically implement FAQ schema for you.

AIOSEO FAQ blocks in WordPress.

Takeaways

In our analysis of Residence Supply, we’ve discovered how a robust content strategy and smart optimizations made all the difference in their SEO.

Now, let’s look at specific strategies to leverage on your site and others to reconsider.

Top 3 Strategies to Emulate

  1. Content is king—when you optimize it appropriately. Creating high-quality, informative content is crucial for SEO success. By consistently publishing fresh content, you can attract more users and demonstrate to search engines that your site is active. Ensure your content is well-structured, keyword-optimized, and engaging to keep readers interested.
  2. Product schema markup is a must for eCommerce sites. Implementing schema markup can significantly enhance your product listings in search results. Search engines can use this structured data to showcase product details directly in SERPs. This makes your listings more attractive, increasing clickthrough rates and driving organic traffic.
  3. Optimize for readability to improve engagement metrics. Writing clear, concise, and easy-to-understand content is essential for keeping visitors engaged. Try applying readability best practices, such as using simple language, short sentences, and white space. You can also include lists to aid in scannability. These optimizations can improve metrics like time on page and bounce rate, which can positively impact your rankings.

Bottom 3 Strategies to Reconsider

  1. Omitting image title tags. Residence Supply does a great job optimizing its images but overlooks title tags. Image titles appear when users hover or click on an image. They provide additional context to users and search engines about the image's content. And the easier search engines can understand your image, the better your chances of ranking it in search results. Use an image SEO plugin to add title tags automatically to all your images.
  2. Not setting canonical tags. A handful of Residence Supply's web pages don't have a canonical tag. Canonical tags communicate to search engines your preferred version of a web page. They help you avoid duplicate content issues and ensure the correct page is indexed. You can easily create and customize canonical URLs in the advanced settings of AIOSEO.
  3. Missing meta descriptions. Some of Residence Supply's pages don't have a meta description, which appears under the SEO title in SERPs. Meta descriptions summarize your content and compel users to visit your site. It's important to include one on every indexable page to provide search engines with additional context about your page. If you're writing a lot of them, you can use a meta description generator to speed up the process.

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Optimize Your Content & Rank Higher With AIOSEO

By following the strategies outlined in this SEO case study of Residence Supply, you can elevate your own site's performance.

Furthermore, AIOSEO can streamline your SEO efforts to help you achieve real results.

All in One SEO homepage, the best WordPress SEO plugin.

AIOSEO is the best SEO plugin for WordPress. And you don’t have to take our word for it. We have thousands of 5-star reviews and over 3 million users who trust AIOSEO to improve their SEO.

You’ll get a comprehensive suite of tools designed to make SEO easy.

Some customer favorites include:

  • Writing Assistant: Connect your SEOBoost account to AIOSEO to get content optimization suggestions directly in the WordPress editor. You’ll get real-time feedback to improve your content’s visibility in search engines.
  • TruSEO Score: Level up your content and go beyond a simple pass or fail. TruSEO analyzes your on-page SEO, giving you actionable insights to maximize your content's reach and readability.
  • Rich Snippets Schema: Win more rich results with AIOSEO’s user-friendly schema generator. Just pick the schema type you want, and we’ll format the structured data properly for Google.
  • Image SEO: Turn on automatic image alt text and title attributes with a single click. You’ll save time from manual entries while helping users and search engines understand your images.
  • FAQ Blocks: Add FAQs to your content to increase the likelihood of appearing in Google’s People Also Ask box. These results help boost brand awareness and increase clickthrough rates.
  • AI Title & Description Generator: Save time writing SEO titles and meta descriptions with the help of AI. With just a click of a button, you can generate unique metadata for any page on your website.
author avatar
Gabriela Jhean SEO Specialist
Gabriela is a creative and results-driven SEO specialist dedicated to helping small businesses stand out online. She contributes in-depth SEO case studies at AIOSEO Trends to reveal the winning strategies of top-ranking websites. In her downtime, Gabriela enjoys treasure hunting for antique jewelry.