Remarkable Furniture, an Australian outdoor furniture retailer with showrooms, grew organic search traffic 213% in 13 months with Aemorph, from 3,883 monthly organic visits in September 2019 to 12,172 by October 2020. That is an annualised 187%, after about 18 months of flat traffic. For a retailer, organic visits from SEO (search engine optimisation) bring shoppers to your product pages without a cost per click, where your sales start.
Remarkable Furniture's monthly organic visits climbed steeply from an established catalogue base.
| Measure | Value | What it measures | Period | Source |
|---|---|---|---|---|
| Traffic growth | +213% | Monthly organic visits | Sep 2019 to Oct 2020 | Ahrefs organic traffic |
| Engagement length | 13 months | Duration of the SEO engagement | Sep 2019 to Oct 2020 | Aemorph case record |
| Monthly visits | 3,883 to 12,172 | Organic visits per month, start and end | 13 months | Ahrefs organic traffic |
Organic search results, not AI citations. Source: Ahrefs organic traffic, September 2019 and 30 October 2020.
Written by Kevin Dam, founder of Aemorph, who has practised SEO since 2010 and sits on the Forbes Agency Council. Aemorph is a Google Partner. LinkedIn
The Retailer's Search Position Before the Engagement
Remarkable Furniture's organic traffic had sat flat for about 18 months before Aemorph started in September 2019, while its previous SEO provider focused on backlinks. The catalogue underneath carried duplicate categories and subcategories, and keyword and product pages that repeated one another, so more links alone left the traffic line where it was.
Why did backlinks alone not move the traffic?
Links build authority, and a catalogue with duplicate categories and repeating product pages spreads that authority across several near-identical URLs instead of one page per category or product. Link building stays part of an integrated SEO programme; for Remarkable Furniture, the structure of the catalogue was the constraint to fix first.
What Aemorph Did for Remarkable Furniture
Aemorph's work for Remarkable Furniture, an outdoor furniture retailer with showrooms, ran from September 2019 to October 2020 and combined a catalogue restructure and platform migration with local, content and link work, so shoppers searching online and near a showroom both reach the right page. Aemorph advised restructuring the store's database and product tables, so each category and each product resolved to one page that shoppers and search engines find. The restructure ran alongside the store's move from WordPress to Magento: 2,000+ pages, from October 2019 to March 2020, a six-month project. Aemorph advised on and specified that work in three steps, through the same team and SEO discipline the entity-first method grew from:
- Specified the consolidation of duplicate categories and subcategories, and of repeating keyword and product pages, in the database and product tables.
- Mapped every old URL to its correct new page and specified the redirect, so each old category or product address led to its replacement.
- Planned the move from WordPress to Magento across 2,000+ pages, with the consolidated structure built into the new store.
Alongside the catalogue work, Aemorph:
- Set up Google Business Profiles for the showrooms, linking each location to the online store.
- Published topical and location-specific blog content.
- Built links from authoritative websites.
If your store has showrooms as well as an online catalogue, this is the combination that moved Remarkable Furniture: a clean catalogue, with local profiles, content and links pointing at it.
What does a verified record include for an ecommerce furniture retailer?
For an ecommerce retailer, a verified record, the single approved set of facts about your business, includes structured product data, category hierarchy, materials, dimensions, and stock and pricing details, formatted so a search engine or a shopping feed reads the same specification your shoppers see. For Remarkable Furniture, the record started with the consolidated structure above: one page for each category and each product, with every old address redirected to its replacement.
The Results: Organic Traffic More Than Tripled in 13 Months
Remarkable Furniture's organic traffic more than tripled between September 2019 and October 2020, ending about 18 months of flat traffic.
| Metric | Before | After | Period | Change | Annualised rate |
|---|---|---|---|---|---|
| Organic traffic (visits/month) | 3,883 | 12,172 | Sep 2019 to Oct 2020, 13 months | +213% | 187% a year |
Organic search results, not AI citations. Source: Ahrefs organic traffic, September 2019 and 30 October 2020. How results are measured
How is the annualised growth figure calculated?
The annualised figure is the end value divided by the start value, raised to the power of twelve divided by the number of months, minus one. For Remarkable Furniture's 13 months, it converts the 213% raw increase into 187% a year, slightly lower than the raw figure because the period runs one month past a full year. Aemorph's engagements run from four months to nearly eight years, so seven of the nine case-study results are annualised this way to compare fairly; the two short-burst results from a low base, EZRA Clinic and HiBye, are not.
What did the October 2020 Ahrefs capture show?
On 30 October 2020, the Ahrefs organic traffic chart recorded 12,172 visits for Remarkable Furniture; the same capture, with its Australia filter, showed 11,519 organic visits a month from Australia, 8.1K organic keywords, a domain rating of 29 and 457 referring domains.
What This Result Demonstrates
Remarkable Furniture's result comes from ecommerce, one of the seven verticals Aemorph serves, where the unit of verification is a product listing rather than a service description, and that listing is where the traffic behind your sales lands. Your product data feeds directly into how search engines match a shopper's specific query, so a verified, structured catalogue record gives each product a precise match for the attributes shoppers search by. For Remarkable Furniture, organic traffic took off about four months after the consolidated catalogue and the redirects were implemented, following about 18 months of flat traffic. Your next step at this stage is GEO (generative engine optimisation): getting a specific product cited inside the AI chats when a shopper asks for a product by material or use case, not only ranked in a Google results page.
Replicate This Result With Ecommerce SEO
Aemorph's ecommerce SEO service builds your verified, product-by-product catalogue record first, so you compete on the specific product attributes your shoppers search for. The same record also underpins broader SEO and GEO.
The result above comes from organic SEO. To get the AI chats stating your facts correctly as well, start with the Showstopper Sensor (Sprint 1), Aemorph's 30-day AI answer sprint. It publishes the answers to your showstopper questions, the buyer questions that stop a purchase when AI answers them badly, as the first part of your Brand Codex, your brand fact sheet: the single source of truth for what AI says about you. Sprint 1 comes with an AI accuracy guarantee.
Buy the Showstopper Sensor (Sprint 1) on its own and it carries the Ground Truth Guarantee: if ChatGPT, Claude, Gemini and Perplexity still miss your approved facts 30 days after your answers go live, you get your Showstopper Sensor fee back in full.
To buy Sprint 1 on its own, you start with the free strategic conversation, and Aemorph quotes each engagement after it; starting points are on the pricing page.
Explore the full set of Aemorph case studies, or book a strategic conversation to discuss a similar result for your store.