Danny's Desks & Chairs

A Better Framework for Online Sales

Industry

4 Month SEO Campaign

About

Danny's Desks & Chairs is a leading national provider of contemporary office furniture and ergonomic solutions for Australian workplaces.

Specialising in contemporary office furniture, from ergonomic chairs to complete home office solutions, the company serves a national Australian market. The widespread shift to remote and hybrid work created a surge in demand for quality workplace setups. Recognising this significant market opportunity, the team knew they needed to strengthen their digital storefront, but their existing website wasn’t performing at the level required to capture this growing online interest and convert it into sales.

18 %

Increase in Organic Clicks

30 %

Increase in Impressions

Keywords Secured Top 10 Rankings

The Challenge

The Danny’s Desks & Chairs website was being held back by fundamental technical problems. Duplicate content issues, a poor internal linking structure, and a keyword strategy that was too broad meant they were losing ground to competitors. Crucially, they were failing to appear in local search results, where people actively look for office furniture suppliers in their specific area. The website was not functioning as an effective sales tool, missing valuable opportunities to connect with customers ready to make a purchase.

Resolve technical issues limiting search engine visibility.

Shift keyword strategy from broad to local.

Capture high-intent local search engine traffic.

Review

My team was proud to help Danny's Desks & Chairs get their quality office furniture found by more people online, giving them great national visibility and helping their business with more sales.

Annabelle Head of SEO

The Strategy

Technical Foundation:

The campaign began with a technical clean-up of the website. We resolved duplicate content issues, optimised the sitemap, and removed low-value pages from search engine indexing to improve overall site health.

Local Keyword Targetting:

We then shifted the keyword strategy from broad, highly competitive terms to a location-specific approach. This meant focusing on searches like “office chairs Melbourne” to capture customers in their key service areas.

Structure and Authority:

Product pages were optimised to align with this new local focus. We also implemented testimonial schema to display customer reviews directly in search results, building trust before a user even clicks. Finally, the site’s internal linking was restructured to create clearer pathways for users and search engines.

Connecting Local Buyers with the Right Products

The work was designed to transform the website from a technical liability into a functional sales tool. By focusing on local search and improving the user experience, we aimed to connect Danny’s Desks & Chairs with customers who were ready to buy in their local areas.

Resolved duplicate content and sitemap technical issues.

Optimised all product pages for local keywords.

Implemented product review schema to build user trust.

The Results

The four-month campaign delivered substantial improvements. By resolving foundational technical issues and implementing a more strategic local focus, we created a strong base for sustained growth in a competitive market.

Keywords Secured Top 10 Rankings

Securing top-10 rankings for 14 key local search terms put their products directly in front of customers at the moment of purchase.

30 %

Increase in Impressions

The optimised page titles and descriptions proved more effective. More people chose to click on Dairy-Free Down Under’s listings in search results, showing the messaging was resonating.

18 %

Increase in Organic Clicks

This increase represents more qualified potential customers visiting the website. Each click is a direct result of the improved visibility and relevance in their target markets.