Stillorgan Decor

Stillorgan Decor Centre Limited, established in 1978 in Dublin, operates a large-scale e-commerce website with over 5,000 pages, specialising in home decor and DIY products. The company’s digital growth strategy has focused on technical SEO, content optimisation, and competitive benchmarking, particularly adapting to the evolving search landscape in 2024–2025 with the irruption of AI-generated content in a highly competitive niche.

SEO Monthly Plan Key Achievements

• Traffic Growth: Daily organic traffic and impressions have increased significantly year-over-year. For example, as of April 2025, the site’s estimated monthly organic traffic reached 35,570, up from 605 in 2023.
• Visibility: Search visibility improved from 19.8% in 2023 to 35.2% in April 2025, with 78% of tracked keywords ranking in the top 10 positions, far outpacing local competitors.
• Keyword Rankings: Over 2,000 keywords are now tracked, with a high percentage in the top search positions, particularly for high-value queries like “ceiling lights” (4,400 monthly searches) and “wallpaper”.
• Site Health: The overall health score increased 46 points from January 2024 to January 2025, attributed to ongoing technical audits and error corrections, including duplicate content, broken images, and faulty internal links.
• Backlink Profile: The backlink base is robust, with 3,300 backlinks from 837 referring domains, and a strategic focus on cleansing toxic links and improving off-page authority, even without a backlink acquisition plan included in our strategy

Technical SEO

• Health Audits: Monthly audits corrected thousands of errors and warnings, improving crawlability and indexation.
• Core Web Vitals: Improvements in Largest Contentful Paint (2.9s), Interaction to Next Paint (140ms), and Cumulative Layout Shift (0), with ongoing efforts to further optimise site speed and user experience.
• Duplicate Content: An ongoing project to eliminate duplicate product titles and meta descriptions, enhance relevance, and reduce cannibalisation.

Content & On-Page Optimisation

• Keyword Targeting: Expansion of tracked keywords, prioritising commercial intent (MOFU/BOFU) queries that drive conversions and revenue.
• Meta Optimisation: Systematically add meta keywords and optimise title tags for better CTR and relevance.
• Content Quality: Emphasis on comprehensive, structured content and tactical FAQs to align with Google’s E-E-A-T (Experience, Expertise, Authority, Trust) standards

Off-Page SEO

• Backlink Cleansing: Regularly monitor and remove toxic backlinks without backlink acquisition, as the budget of this strategy is primarily for technical SEO.
• Competitor Benchmarking: Continuously track competitors’ visibility, traffic, and keyword positions to identify gaps and opportunities.

Stillorgan Decor leads in traffic and keyword rankings, with a strong presence in high-conversion product categories.

Adaptation to 2024–2025 SEO Trends

• AI & Search Evolution: The team proactively prepared for AI-driven changes in SERPs, focusing on direct content that answers user intent and optimising for zero-click and featured snippet opportunities.
• User Experience: Enhanced site speed, mobile optimisation, and user engagement metrics (e.g., dwell time, bounce rate) to align with Google’s increasing reliance on user signals for rankings.
• Local SEO: Leveraged Google My Business and local content strategies, recognising that 46% of searches are for local businesses and 82% of local searches result in a purchase within 24 hours.

Challenges & Solutions

• Google Algorithm Volatility: Despite four major Google updates and high volatility in late 2024, Stillorgan Decor maintained stable rankings and traffic by focusing on technical resilience and content quality.
• CTR Decline: Noted a drop in click-through rates due to SERP changes and increased competition, addressed by improving title tags, schema markup, and rich results, and currently correcting the tendency.
• Massive Catalogue: This website’s catalogue is extensive, with thousands of products that have similar names, features, and brands. This creates a vast cannibalisation problem, which has been addressed by improving copy and internal links between similar products. Examples include ceiling lamps with slight variations, such as the number of light bulbs or material, but with identical names, or paint testers with optional colours for the same product.

Key Takeaways & Next Steps

• Sustained Growth: Stillorgan Decor’s SEO strategy has resulted in market-leading visibility and traffic, with a strong foundation for continued growth.
• Expansion Potential: With top rankings for core keywords and a healthy backlink profile, the site is well-positioned for further expansion, including international sales.
• Ongoing Focus: The roadmap includes continuous technical audits, content diversification, and advanced competitor tracking to maintain and build upon current gains.

Stillorgan Decor’s SEO strategy is highly effective. Through a disciplined focus on technical health, backlink quality, and competitor tracking, it delivers industry-leading growth in traffic, visibility, and keyword rankings. The approach is resilient to market and algorithmic disruptions and positions the brand for continued leadership in its niche. Addressing CTR, improving authority, and expanding internationally are logical next steps to build on this strong foundation.