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Tailored SEO strategies deliver results
How Chhatwal & Jonsson boosted conversions and visibility
Chhatwal & Jonsson, a multi-channel retailer, had seen the power of SEO in action, but their previous success didn’t extend across all product areas. With some keywords stuck in place and others underperforming, they needed more than just minor tweaks. When Nexer Maverick stepped in with a fresh perspective and a data-driven strategy, the result was a transformative shift in rankings, visibility, and buyer engagement — leading to an improvement in conversions.
Background
Chhatwal & Jonsson sells a range of home décor items, including cushions, covers, and wool rugs. Although they had experienced significant SEO success in their cushion segment a year and a half earlier, their efforts in other areas, particularly rugs, had not yielded similar results.
They approached Nexer Maverick to refine their SEO strategy with the goal of improving rankings across their product categories. Nexer Maverick’s objective was to lift keywords across all ranking levels—moving them from 10th to 5th place, from 5th to 2nd, and driving more relevant, high-quality traffic to their site.
The solution
Enhancing technical and on-page SEO
Nexer Maverick initiated the project by conducting a detailed SEO analysis, evaluating current keyword rankings and identifying untapped keyword opportunities. The approach was holistic: instead of focusing on specific products, keywords were organised by categories like material, design, and room placement, ensuring that traffic was directed to category pages instead of individual product listings. This structure was designed to increase the site’s resilience by maintaining visibility even when products were no longer available.
Improving website health
Competitor analysis played a key role in identifying areas for improvement, providing valuable insights into industry trends and competitor strategies. Nexer Maverick also focused on technical SEO elements such as eliminating duplicate content, fixing broken links, and addressing 404 errors to enhance the overall health of the website.
Focusing on meaningful traffic
Another important aspect was refining on-page SEO. By enhancing meta descriptions, improving page titles, and increasing the click-through rate for high-ranking keywords, the team ensured that the top-ranking pages attracted more meaningful traffic. A key finding was that the customer had initially been too broad in their keyword targeting. By focusing on more specific and relevant terms, the project was able to narrow competition and boost performance.
The results
Significant visibility gains and an optimised buyer journey
The project resulted in notable improvements in visibility and keyword rankings. At the outset, Chhatwal & Jonsson’s 132 target keywords had a visibility of 20%, which increased to 26% after the implementation of the technical SEO and on-page optimisations. Priority keywords saw visibility rise from 7% to 18% and from 9% to 17%. Technical SEO improvements increased overall site performance, moving it from 71% to 78%.
In addition to visibility gains, the project also uncovered new high-volume keywords that had been previously overlooked, providing further growth opportunities. Nexer Maverick also addressed issues in the buyer journey, particularly a malfunctioning discount banner that deterred customers at checkout. By fixing this and optimising the buyer flow, the team expects a significant improvement in conversions.
What made this project a success?
1. Holistic keyword strategy
relevance and reduce competition across the board.
2. Competitor insights
Learning from competitor strategies allowed the project to refine its SEO tactics and identify gaps in performance.
3. Technical SEO enhancements
By addressing critical technical SEO issues such as duplicate content and broken links, the site’s overall performance improved significantly, which in turn boosts SEO ranking.
4. On-page optimisation
Improving click-through rates through better meta descriptions and titles was key to converting rankings into valuable traffic.
5. Optimised buyer journey
Removing obstacles in the checkout process enhanced the user experience, leading to potential gains in conversion rates.
6. Collaboration
The strong, responsive collaboration with Chhatwal & Jonsson’s team was instrumental in the project’s success. Their quick action on insights helped elevate results.
Want to know more?
Peter Knapp
Marketing & Digital sales manager