SECTOR · FURNITURE AND HOME
A piece of furniture gets searched for weeks before it's bought. You have to be present in every one of them.
Nobody buys a sofa on the first visit. Buyers measure, compare dimensions, check assembly reviews and come back several times before deciding. We work so you show up at every stage of that decision, not just the last one.
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Brands that have trusted Laika
The furniture brands who call us compete in a long, highly technical buying cycle.
Buyers search by dimensions before they search by product
Gap width, clear height, wall measurement. If your product page doesn't answer those searches, you lose the buyer before they ever see the piece.
Assembly and delivery raise more doubts than the design
How many boxes, whether it fits in a lift, whether it needs a second person. Those doubts stall the purchase if they aren't answered before the cart.
The catalogue repeats itself across colour and upholstery variants
The same sofa in twelve fabrics can turn into duplicate content or into twelve real opportunities, depending on how it's structured.
You compete with big-box retailers that dominate generic searches
On 'extendable dining table' you won't beat a chain with thousands of listings. You have to find where your specialisation actually carries weight.
The decision cycle lasts weeks and spans several devices
It gets looked at on the phone, shown at home, decided on the laptop. If your content doesn't accompany that whole journey, the buyer drops off along the way.
The scope
Doing SEO in furniture means accompanying a long decision with content that answers each concrete doubt: measurements, materials, assembly and lead times. Being present for the product search isn't enough, you need to be there for every question that comes before it.
We work on catalogue architecture across variants, content that resolves technical doubts and coverage of the searches where your specialisation can actually win.
Which capabilities matter here
In furniture not every capability contributes the same. These are the ones that move the buying decision.
High weight
Search enginesThe base: catalogue architecture by variant and content that answers the technical searches in the buying cycle.
Medium weight
AI searchMore and more people ask AI what furniture will fit or how to combine it. Having your brand show up in that recommendation matters.
Medium weight
ConsultingDecide which categories your specialisation can compete in and where it's not worth fighting big-box retailers.
Social search matters less here than in other home sectors, except for design pieces with a strong visual component. If it applies to your catalogue, we bring it in.
The areas of work
Four areas built for a long buying cycle: first the measurements, then the assembly doubts, then the catalogue structure, and finally where you can actually win against big-box retailers.
Search by measurements and space
Make your product page answer how furniture is really searched for: by available space, not just by product name.
See the detail
- Content and structured data centred on measurements, gaps and space combinations
- Dimension filters and facets that can be indexed without duplicating the catalogue
- Measuring guides built for the searches that happen before the purchase
- Size comparisons between similar models within your own catalogue
Assembly, delivery and trust
Resolve before the cart the doubts that stall furniture purchases: assembly, delivery and returns
See the detail
- Content on assembly, number of packages and whether a second person is needed
- Delivery time and shipping information worked as part of the product content
- Reviews focused on the assembly experience and not only on the design
- Return policy explained where the buyer looks for it, before deciding
Catalogue by variant
Make the same piece in different finishes add up visibility instead of competing against itself.
See the detail
- Colour, upholstery and size structure that avoids duplicate content between variants
- Criteria for which variant is indexed independently and which is grouped
- Internal linking between variants and between pieces that combine in the same setting
- Styling content that connects several catalogue references with each other
Niches where you beat big-box retailers
Find the searches where a specialist brand can win and stop competing where there's no margin.
See the detail
- A map of the searches where a deep catalogue or original design make a difference
- Identification of terms where generalist chains dominate beyond reach
- Content on materials, manufacturing and warranty as a differentiating argument
- Prioritising effort toward the categories with real ranking margin
Who does it?
The project is run by a senior profile with experience in technical-catalogue ecommerce and long buying cycles. MJ leads the strategy and the specialist team works content, architecture and structured data.
Why Laika?
We know that in furniture the sale isn't won in one visit, it's won by accompanying weeks of doubt.
Promising a quick spike is no use here. You have to be present at every stage of a decision that lasts weeks.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We know where you're not going to win
Against a big-box retailer some searches aren't worth chasing. We'd rather tell you and put the effort where there is margin.
We work the whole catalogue, not just the flagship product
A furniture catalogue rests on variants and combinations. We look at the full structure, not just the page that sells most today.
Frequently asked questions
How do we avoid duplicate content between colour variants?
We decide, variant by variant, which one deserves its own page and which is grouped under shared content with a selector. The criterion depends on each finish's search volume, not on a fixed rule.
Is it worth competing with big-box retailers?
On the most generic searches, usually not. We look for the terms where a specialised catalogue, material or original design give a real advantage, and we concentrate effort there.
How do you resolve assembly doubts without cluttering the product page?
With content structured in blocks: measurements, assembly and delivery kept separate from the design copy. That way it answers the specific doubt without making the page unreadable.
Is AI search already affecting furniture sales?
It's starting to matter in questions like 'what furniture will fit' or 'how do I combine this'. We track it with data and prioritise it once we see it moving real traffic to your catalogue.
Tell us about your catalogue
With your site and your variant catalogue we can tell you where visibility is being lost and where there's real margin.
The buying decision starts weeks earlier.
Tell us where you are and we'll tell you at which stage of that decision you're losing visibility.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project