The document provides an analysis of Hedge House Furniture's current keyword strategy, content optimization opportunities, internal linking structure, metadata recommendations, and backlink strategy. It finds that Hedge House Furniture primarily targets long-tail keywords but could expand to additional keywords to target different purchase funnel stages. It recommends optimizing content, images, and links on pages. It also suggests technical improvements like optimizing for mobile and prioritizing page speed. For backlinks, it recommends outreach to home and furniture-related sites and creating more valuable blog content.

1. Module 5 Challenge
Hedge House Furniture:
An Analysis

2. Keyword Strategy - Current
- Most keywords they’re currently utilizing and ranking for are long-tail
- Most frequent searches with keywords “hedge house furniture” (from most to least frequent)
- Hedge House Furniture target audience
- Hedge House Furniture reviews
- Hedge House Furniture competitors
- Hedge House Furniture
- Hedge House Furniture dresser
- Hedge House Furniture instagram
- All keywords are likely from engagement or evaluation stage of conversion funnel
- Are aware of the brand, but have not yet completed or made a purchase (still evaluating
if they should purchase the product)
- Do use other keywords but do not rank for those
- Ex. Subheaders such as bedroom, dining living, etc.
- Also try to use the materials used (walnut, white oak, maple, and cherry) but those are all
short-tail keywords so it would be difficult to rank for them

3. Keyword Strategy - Updated
- New keywords should be used in multiple areas of the website and
should be spread throughout different stages of the conversion
funnel (product pages, about page, and within blog). Intent of
keywords are primarily informational, transactional, and
commercial.
- Product page descriptions should be tailored to include the keywords that
separate this company from others
- Current “About Page” does not use any established keywords or describe anything
about the company itself - only a vague mission statement
- Example of some keywords to focus on: handcrafted furniture, locally sourced
hardwood furniture, long lasting wooden furniture
- Analyzed keyword gaps with competitors (lumbertolove.com)
- “Mid century modern furniture”, “custom dining tables”, “wooden tables for sale”
are some examples of keyword gaps and they can try to rank higher

4. Content Page Optimization
Text
Header at top that lists
submenus does not stand out in
front of the photo - need to be
more distinctive (have a slight
border around the letters so they
stand out or make it appear
bigger than the text on the rest
of the page like a header should
be)
In a few blog posts, there are
random bolding of sentences
which seem a little out of place
(but in terms of copy they keep
the paragraphs short and break
up the words with high-quality
photos)
Product description should be
more comprehensive to the
audience
Images
Should create more
personalized photos of the
woodworking process
(currently the singular photo
with a person in it seems
like a stock photo)
Links
Instagram icon at the
bottom of the site is a
broken link
Photos in middle of screen
should be a link to either the
product or other pages (like
the about page)

5. Internal Linking Structure Optimization - Current
- Currently, there is minimal internal
linking across the site. Most of the
internal linking that takes place is
from the blog posts to the product
page of the item being discussed,
or from the product page to the
shipping and policies section (titled
‘White Glove Delivery). There are
links to other pages, but they are
not highlighted as much (you have
to click the drop down arrow).

6. Internal Linking Structure Optimization - Improvements
- To optimize their current linking structure, more links will be created to
draw connections between different pages.
- One change that would optimize the website’s linking structure is to make a connection
between the materials used (the types of wood) and the products that could be made
with the material. Additionally, their content should be further expanded (like the About
Page) and could include links to connect this page with other pages.
- Making these associations ensures content is readily accessible and streamlines the
process for the crawlers.

7. Sample Revised Internal Linking Structure
Shop Materials About
New arrivals
Bedroom
Dining
All
Storage
Office
Living
Contact
Read
Walnut
Materials
Materials
White Oak
Post
Post
Post
Post
Home
The team
Mission
statement
FAQ

8. Metadata Recommendations - Search Engine Listing
- Good use of listing frequented pages for
easy access (audience can click directly on
area they’d like to furnish)
- Current search engine listing does not
utilize many appropriate keywords
- Keywords found in the current description are not
frequently utilized across the platform (like
“timeless” or “modern living”) or are not highlighted
(like the trade program that can be accessed by the
link at the very bottom of the page)
- Revised listing should include more variety
of keywords that are actually highlighted
across the website and explain what
separates this company from its
competitors

9. Search Engine Listing
Current search engine listing
https://hedgehousefurniture.com/
Hedge House Furniture: Locally Sourced Solid-Wood
Furniture
Handcrafted and locally sourced custom hardwood furniture built
to last. All our handmade products are sustainably sourced from
the Midwest.
Revised search engine listing

10. Metadata Recommendations - Technical Improvements
- Page speed dependent on device used to access
- Google Developers Page Speed Insights = Rates overall
performance as 48 for mobile (with 10.0 s in “time for
interactive category”) and 88 for desktop (0.8 s in “time for
interactive” category)
- Should configure website for mobile optimization
- Ex. Can make improvements such as reduce
and minify unused JavaScript and CSS (defer
loading scripts until they are required), use
properly sized images, utilize backslashes on
pages, and ensure the text remains visible
during web-front loading.
- All of these changes within the code will allow
crawlers to more quickly analyze the website
since there will be less things to sort through
and improve the overall loading speed of the
website, thereby increasing its ranking in SEO
(aka reducing HTTP calls and optimizing media
files)

11. Backlink Strategy
- Overall domain ranking of 30 (1.4k backlinks, 80% dofollow; 198 linking, 76%
do follow) – ahrefs.com
- Low toxicity score: 1.2 k backlinks and 273 referring domains – according to semrush.com
- Backlinks were primarily text (1.1k; 93%) and images (79; 7%), but were mostly from
unreliable sources (low authority score) – semrush.com
- Create content and incorporate backlinks to other reputable sources to increase credibility
- Keywords of focus:
- Hedge house furniture, custom wooden furniture, hedgehouse furniture, mid century
modern furniture, custom dining table

12. Backlink Strategy - Outreach
Possible websites to request backlinks (most likely through email):
- https://www.houzz.com/professionals/furniture-and-accessories/hedge-house-furniture-pfvwus-pf~1736583952
- Has contact info and basic info about the company. Audience of this site are people
who are looking for interior decoration ideas.
- https://www.yellowpages.com/lagrange-in/mip/hedge-house-furniture-521728606
- Has basic info about the company, some might go on this website to do research on
companies and could come across the Hedge House Furniture page.
- https://www.linkedin.com/in/philip-mast-219ba6148/
- LinkedIn profile for the founder of the company – should include backlink so that
people he encounters on LinkedIn can easily access the company’s website

13. Future Content Ideas
- Target audience will be those who care about their wooden
furniture and its appearance. Within the articles, they can
include tips from company’s master builders and links to any
products (create anchor links or backlinks) which will make
the employees and the company itself appear more credible.
- Article: How to Take Care of Your Wooden Furniture
- Scratches and marks can seem inevitable on furniture, but with
these tips you can limit the wear and tear of new furniture
- Article: How to Make Your Wooden Furniture Look Brand New
- Once your furniture appears old or damaged, list out certain tips or
tricks on how to make it look brand new again.
Post more frequently on their blog. Creating content that is valuable will yield
more engagement with the company’s target audience and will increase their
reputability.