Project overview
Urban Space Store is an e-commerce brand in the home furnishings and home décor category. Its product range creates opportunities to attract customers through product-specific searches, category-level queries, and informational content related to home styling and furnishing needs.
As SEO Manager, my focus was on managing end-to-end SEO activities to strengthen the website’s organic search foundation, improve search visibility opportunities, and align product and category pages with relevant customer search intent.
My responsibilities covered technical SEO, keyword research, on-page optimization, content strategy, website architecture, off-page SEO, and ongoing performance monitoring.
SEO objectives
The SEO approach focused on the following priorities:
- Strengthen technical SEO and search engine accessibility.
- Improve keyword targeting across product and category pages.
- Optimize on-page elements to align with relevant search intent.
- Identify opportunities to expand organic coverage across product categories.
- Improve internal linking and website structure.
- Support sustainable organic discovery through content and off-page SEO.
SEO strategy and execution
1. Technical SEO
Focused on evaluating the website’s technical foundations and identifying opportunities to improve search engine crawling, indexing, and page accessibility.
Key areas included:
- Technical SEO audits and issue identification.
- Crawlability and indexability evaluation.
- XML sitemap and robots.txt review.
- Canonical tag and URL structure evaluation.
- Duplicate content and website architecture review.
- Technical recommendations for improving SEO readiness.
2. E-commerce keyword research
Developed keyword research and targeting recommendations around the products, categories, and search intents relevant to a home furnishings store.
Key areas included:
- Product and category keyword research.
- Search intent analysis.
- Keyword mapping to relevant landing pages.
- Identification of category-level and long-tail keyword opportunities.
- Content gap analysis to identify additional organic search opportunities.
3. Product and category page optimization
Focused on improving the relevance and search presentation of commercial pages.
Key areas included:
- Title tag and meta description optimization.
- Heading structure and on-page content improvements.
- Product and category page keyword targeting.
- URL structure and internal linking recommendations.
- Identification of opportunities to improve category page content and relevance.
4. Content strategy
Worked on SEO content opportunities designed to connect informational searches with relevant product categories.
Potential content themes included home furnishing selection, bedroom styling, bedding materials, curtain selection, and home décor guidance.
The approach focused on aligning content with search intent and creating relevant connections between informational content and commercial landing pages.
5. Website architecture and internal linking
Focused on how product categories, subcategories, and supporting content could be organized for users and search engines.
Key areas included:
- Reviewing category and subcategory relationships.
- Evaluating internal linking opportunities.
- Improving connections between relevant content and commercial pages.
- Identifying opportunities to strengthen page discoverability.
6. Off-page SEO and link building
Managed off-page SEO activities intended to support the website’s organic search presence and authority.
This area included evaluating link-building opportunities, reviewing backlink-related considerations, and identifying relevant external visibility opportunities.
7. SEO monitoring and continuous optimization
Reviewed SEO performance indicators and identified opportunities for ongoing optimization.
Relevant areas of analysis included:
- Organic search clicks and impressions.
- Keyword visibility and ranking trends.
- Product and category page performance.
- Indexing and technical SEO observations.
- Organic landing-page engagement and conversion opportunities.
E-commerce SEO considerations
E-commerce websites require a balance between technical scalability and commercial search intent. Product variations, category structures, duplicate URLs, and changing product availability can all influence SEO priorities.
The SEO approach therefore emphasized the importance of maintaining a sound technical foundation while improving the relevance and discoverability of important commercial pages.
Performance and results
The document outlines the SEO scope and approach associated with the role. Quantitative results can be added if historical Google Search Console, GA4, or SEO reporting data becomes available.
Key takeaways
The experience highlights the importance of a coordinated e-commerce SEO approach that combines technical foundations, product and category optimization, search intent research, content strategy, internal linking, and continuous analysis.
For home furnishing brands, effective organic search optimization requires connecting what customers search for with relevant, accessible, and useful product and category pages.
Conclusion
My work as SEO Manager at Urban Space Store reflects my experience in managing SEO across the key areas of e-commerce organic search, from technical evaluation and keyword research to on-page optimization, content, off-page SEO, and performance monitoring.