E-commerce SEO Project for NordXL

Custom Wooden Furniture

NordXL started out as a small-scale project. Owner Konstantijn began by building furniture made from scaffolding wood. This went well and eventually grew into a large furniture factory in Groningen. Nowadays, the focus is no longer limited to scaffolding wood furniture; at NordXL, you can also order custom furniture made from Douglas fir, oak, and concrete-look materials.

Virtually all furniture can be ordered custom-made through the online store. This allows customers to customize every piece of furniture—both indoor and outdoor—to their liking. This is unique, especially when combined with the fast delivery time.

NordXL aims to be the market leader in custom-made furniture in the Netherlands. In addition, NordXL expands its product line every year to include various types of wood and materials. The company’s offerings now extend beyond furniture, with Douglas fir fences and cinewalls added to the product line.

NordXL is one of the largest online retailers of wooden furniture. With thousands of orders per year, its own production facility, and its own fleet of trucks, it serves customers throughout the Netherlands, delivering all products within two weeks. The goal of the SEO project was to achieve significant growth in the area of SEO, thereby creating a good balance between revenue from search engine optimization and revenue from paid marketing channels.

SEO Project for NordXL

The partnership between SmartRanking and NordXL began in March 2019. The focus is on improving search visibility within the Netherlands.

The objective

NordXL aims to sell as much custom furniture as possible throughout the country. In recent years, significant efforts have been made to develop a sustainable strategy for maintaining market position and increasing visibility for NordXL’s new product line. To achieve this, the company is focusing on organic market share by material type. We are analyzing how each type of furniture ranks in search engine results.

The Approach for This Project

Since NordXL offers an ever-wider variety of furniture, we decided to migrate steigerhouttrend.nl to the domain nordxl.nl. This migration process took over a year and a half. We began by changing the website’s structure. All URL structures were rebuilt for every category. The first step was to properly implement these structures on the website and set up 301 redirects.

Once the entire structure of the website was in place, we waited at least six months before taking the next step. That next step was to change the domain name from steigerhouttrend.nl to nordxl.nl. We transferred the domain during the off-season. Once the domain was transferred, the migration was complete.

In addition to this migration project, we are continuously working on a sustainable strategy to maintain our current rankings and achieve new ones. Both existing and new content is continuously updated. The existing content is updated every year to ensure it remains current. All product descriptions are also constantly added and updated.

The site structure has also been carefully designed to make it clear to both visitors and search engines what is important. In addition, the site places a strong emphasis on topical authority to demonstrate that NordXL is an expert on the materials it works with.

The result achieved

In recent years, NordXL has achieved top rankings for keywords related to scaffolding wood furniture. With the new materials, the company is gaining more and more visibility, resulting in a healthy return on SEO.