Arteil is a family-owned furnishing business, providing ergonomic office chairs to individuals and businesses across Australia. They specialise in quality, Australian-made office chairs, manufactured onsite at their showroom in Perth.
Arteil started working with White Chalk Road in April 2019. After previously doing some paid Google Ads with a different agency with a limited return, Arteil decided to invest in SEO with the goal of long-term and sustained growth.
After gaining a solid understanding of their industry, White Chalk Road created a content and CRO driven SEO strategy that focused on adding content to product categories, understanding user behaviour on the website, and creating an ongoing blog plan. The addition of rich and insightful blog content has allowed Arteil to steal 300+ structured snippets and improve keyword rankings and organic traffic substantially.
Arteil approached White Chalk Road with the goal of increasing traffic to their website and generating more office chair sales. After conducting some research, we recommended that Arteil focuses on Search Engine Optimisation (SEO).
SEO is an excellent long-term strategy to build traffic organically and to improve the overall authority of the website. This would give us the best chance at directing traffic towards Arteil’s website and generating conversions.
SEO
As one of our first projects, we carried out a content audit of all existing Arteil website pages. This allowed us to understand which pages needed to be refreshed and which gaps in content needed to be filled.
We then created a plan and timeline to refresh or write new SEO content for the website. This included adding new FAQs and improving the UX of the website.
As a result, Arteil’s product pages have been significantly improved, and the website is now more user-friendly and informative, better reflecting the quality of Arteil products.
SEO copywriting
White Chalk Road implemented both an onsite and offsite content marketing strategy for Arteil. This entails writing onsite blogs that target additional long-tail keywords. The aim is not only to improve Arteil’s ranking in search engines but also to provide interesting information for its customers.
As with the onsite blog strategy, White Chalk Road researches, writes and outreach articles monthly that link back to the Arteil website. These articles are written with the intention of highlighting Arteil’s unique selling points, such as their focus on ergonomics. In addition to helping Arteil build its online reputation, this offsite content strategy has also helped them to rank higher in search engine results for relevant keywords.
This approach is helping Arteil to attract more visitors to its website and convert more of them into customers.
Since Arteil started with White Chalk Road in 2019, organic rankings and website traffic has continued to grow, going from strength to strength.
Following the implementation of the web marketing plan, content audit and ongoing content strategy, Arteil have a big increase in online sales and continues to work closely with White Chalk Road to explore new online marketing strategies and Paid Search Advertising in 2022.
Steve Blight, Sales Manager at Arteil
