How We Helped Hudson Furniture Recover From A Google Penalty & Triple Their Organic Traffic

The Problem

Hudson Furniture approached Local Digital in early 2016 after employing an offshore digital agency for SEO link building services… and getting their site penalised as a result (a Penguin penalty if you’re asking)

To make matters worse, their custom CMS was archaic to say the least. There was very little flexibility when it came to optimisation and customisation. Implementing any of our SEO recommendations was near impossible for the client.

The problem was, Hudson Furniture’s organic traffic had plummeted, halving by the end of 2015, and then halving again mid 2016. Needless to say, things were looking grim.

Local Digital were tasked with not only removing the penalty and recovering the lost traffic, but improving on the results pre-penalty.

The Solution

Reversing the damage was no easy task. Local Digital rolled out an end-to-end SEO strategy including rebuilding and migrating the site to a new ecommerce platform, followed by onsite optimisation including copywriting, a backlink audit and cleanup and ongoing link building.

First, we needed to move Hudson Furniture away from their archaic e-commerce platform to something more user-friendly, flexible and SEO friendly. Naturally, we recommended Shopify. We project managed the whole process from design to migration.

The next step was keyword research to identify which keywords we should be targeting, followed by keyword mapping to make sure each page was targeting the right keywords. The new site needed new content, so we updated the copy on all key category and sub-category pages using the insights uncovered in the keyword research process.

A link audit identified dozens of questionable backlinks which were disavowed and replaced by authoritative, high quality sites and publications. A reconsideration request was lodged with Google.

The Results


Not only did Local Digital recover Hudson Furniture’s lost traffic and rankings, we smashed the previous results out of the park!

Overall Google visibility increased by 220%, and as a result Organic Traffic to the site increased by 84%.

The results don’t stop there…


Organic Revenue increased by 140% and that number is improving each month.

Keywords in Positions 1-3 were up 60%, with the main money terms such as ‘sleigh beds’ and ‘four poster beds’ appearing in the top spot. In fact, there are over 400 keywords which have now made the top of Page 1 their permanent home.

Overall, a very successful SEO campaign, which continues to improve each month.

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