Gooding Wooding is a UK-based handcrafted furniture brand specialising in solid wood and reclaimed timber pieces. With a focus on quality, sustainability, and timeless design, the brand partnered with Apex Marketing to strengthen its digital footprint and drive consistent eCommerce sales.
The objective was to position Gooding Wooding as a leading online destination for rustic and farmhouse furniture, improving visibility for key product categories like radiator shelves, console tables, and reclaimed wood benches. Within 12 months, the brand saw a sharp increase in website traffic, keyword rankings, and sales performance through a comprehensive SEO and content-led strategy.
By combining targeted optimisation, improved site architecture, and ongoing technical enhancements, Gooding Wooding transformed from a growing niche brand into a leading name in the reclaimed furniture market across the UK.
Before working with Apex Marketing, Gooding Wooding faced several key digital challenges. Despite having a high-quality product range and a loyal customer base, the website struggled to compete in organic search due to limited optimisation and poor keyword structure.
Many core product pages were underperforming for high-intent terms such as handmade radiator shelves and reclaimed wood furniture UK. Product descriptions were short, lacking search depth and user-focused content, while category pages were missing proper internal linking and metadata.
In addition, the site’s technical performance — including image sizes, mobile responsiveness, and loading times – limited visibility and conversion potential. The main goal was to increase organic sales while maintaining the brand’s premium, authentic identity online.
Our team began with a full SEO and UX audit to identify structural, technical, and on-page opportunities. We rebuilt the site hierarchy to better align with customer search behaviour, grouping products under optimised, intent-based collections such as radiator shelves, console tables, shoe benches, and ladder shelves.
Each collection page was rewritten with keyword-optimised titles, unique descriptions, and improved internal linking. Product pages were enhanced with better copywriting, schema markup, and high-quality image compression to improve ranking and speed.
To boost authority, we introduced a blog content plan featuring interior styling ideas, reclaimed wood care guides, and sustainability-focused articles. These not only supported SEO but also positioned Gooding Wooding as an expert in handcrafted furniture.
Off-page growth was achieved through digital PR and backlinks from relevant interior design and lifestyle sites, increasing domain credibility and referral traffic.
