Search Engine Optimization for Adorno

Adorno is an Athens-based company specialising in bespoke, modern furniture. We have enjoyed a long and established relationship with Adorno from 2004. Since then, Zefxis has designed and developed three successful installations for the Adorno website, all accompanied by a Search Engine Optimisation strategy. The optimisation results were beyond expectations, we’re happy to say.

The website was extensively optimised for a seat of keywords mainly featuring the Greek word for “furniture” and its derivatives.  Keywords related to “furniture” are very common and we faced some tough competition. Webpages returned by Google, containing the word are roughly 2.350.000 in number.

The optimisations and tweaks that we applied on the website continuously rank  Adorno between the first two results (out of those millions returned) for a duration of three years. In other words, whoever is looking for the Greek word for “furniture” will visit Adorno.

The table at the right shows other keywords by which visitors locate the Adorno website. As is evident, all of those keywords are highly relevant to the Adorno content, thus ensuring that the visitors are appropriately targeted.

A few more interesting facts:

• The average visitor reads around ten (10) individual Adorno webpages.  This number by itself is very high. If this was an e-shop, the number would not be suprising. In this case, however, it suggests that the visitor views a large part of the website’s content.
• The Bounce Rate is about 20%. A Bounce Rate represents those visitors who visit the site and immediately leave.  A rate of 20% is remarkable, considering that a better-than average bounce rate is roughly 30-40%.
• The majority of visitors to Adorno are directed there through Search Engines. More specifically, 79% of visitors locate the site via optimised keywords, 12% through links and 9% through direct access (i.e. bookmarked).