Driving Local Search Dominance for an Interior Design Brand With City‑First Content and Technical SEO
The Client
The client is a multi‑city home interior and decor brand delivering end‑to‑end interior solutions across several Indian cities. Since 2015, the brand has designed interiors for thousands of homes, supported by experience centres that showcase modular kitchens, living spaces, bedrooms, and wardrobes. Positioned as a trusted interior design partner, it focuses on personalized designs, premium materials, and competitive pricing so that every home reflects elegance, functionality, and individuality.
The Objective
- Strengthen organic visibility for high‑intent, city‑specific interior design searches.
- Push a larger share of priority queries into the top 10 rankings on search engines.
- Drive consistent growth in organic clicks and impressions from users searching for city‑level and “near me” interior design services.
- Build a scalable framework that can be replicated across existing and new cities.
The Challenge
- Multi‑city discoverability: The brand has a presence in several cities, but its search footprint did not fully reflect its actual market coverage. Many key city‑service combinations were under‑represented on the first page of SERPs.
- Limited first‑page presence: Only a small share of high‑intent, location‑driven terms was ranking in the top 10, restricting visibility among users actively looking for interior designers in their city.
- Fragmented signals: Supporting content, internal linking, and technical elements were not fully aligned to convey strong local relevance and clear page relationships to search engines.
- Experience blockers: Certain UI elements, such as the chatbot overlay, interfered with how search engines and users experienced the core content.
The Solution
To tackle these challenges, a focused city‑SEO and UX‑clean‑up strategy was implemented.
- Strengthened city page narratives
- Refreshed content on each city page to clearly communicate services, locations, and value propositions, aligning copy with real search intent rather than just keywords.
- Clarified why the brand is a relevant choice for homeowners in each city, improving both relevance and conversion potential.
- Elevated local relevance via on‑page optimisation
- Reworked titles and meta descriptions to emphasise local and “near me” intent, helping search engines understand geographic focus and users quickly recognise city relevance in SERPs.
- Ensured that key information (services, locations, benefits) appeared prominently above the fold for better engagement.
- Improved technical clarity and trust signals
- Audited and corrected structured data so that schema (especially FAQs and business information) accurately mirrored on‑page content, increasing eligibility for rich snippets and clearer context to search engines.
- Resolved content overlap by consolidating competing blog and service URLs, ensuring each intent had a single, strong destination page.
- Built a scalable internal‑linking and service cluster model
- Introduced a city‑wise service cluster framework with multiple specialised service pages (for example, living room, bedroom, modular kitchen, wardrobes, etc.) that all support the main city page.
- Implemented a consistent internal‑linking pattern (CFL‑style) where city pages and their supporting service pages reference each other contextually, improving crawl efficiency, topical depth, and user navigation.
- Fixed rendering and content accessibility issues
- Identified that the chatbot was obscuring key content during rendering.
- Introduced a controlled delay in chatbot loading so that primary content is fully visible and accessible to both users and search engines before any overlay appears.
The Result
Within seven months, the combined changes led to strong improvements in visibility and engagement.
13x
Improvement in Top‑3 Keyword Coverage
Top‑3 rankings grew substantially, pushing a meaningful share of terms into premium positions and maximising SERP dominance for core city‑level queries.
3.6x
Improvement in Top‑5 Keyword Coverage
Top‑5 visibility improved significantly, indicating much stronger performance in the positions where most clicks and conversions tend to occur.
3.8x
Improvement in Top‑10 Keyword Coverage
The proportion of targeted queries appearing on the first page grew almost fourfold, significantly expanding the brand’s presence for high‑intent, city‑level searches.
Improvement in Average Position
The average ranking position improved from 17.8 to 6.6, demonstrating a substantial overall uplift in how the pages perform across targeted keywords.57.5%
Improvement in Organic Clicks
Organic clicks grew by more than half over the period, reflecting improved ranking positions, clearer snippets, and stronger relevance for users actively looking for interior designers.
53.8%
Improvement in Organic Impressions
Overall impressions crossed the 50% growth mark, indicating a much broader reach across relevant searches and more frequent visibility for city and service pages.
The Conclusion
By combining focused content refinement, local‑intent on‑page optimisation, schema clean‑up, a structured city‑wise service cluster, and UX‑driven rendering fixes, the brand transformed its multi‑city search performance in a relatively short span. The result is a stronger, more scalable local SEO foundation that not only improves current city visibility but also creates a repeatable playbook for expansion into new geographies and service lines.
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