Damro has been manufacturing furniture since 1986. Today, it operates as one of the world’s largest furniture makers with over 240 showrooms across South Asia. They’ve built their reputation on delivering high-quality furniture at affordable prices.
But despite their strong offline presence, when potential buyers searched “corner sofa near me” or “office furniture in Mumbai” on Google, Damro was nowhere to be found.
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What Stopped Damro from Ranking on Google?
Despite being a furniture manufacturing giant with showrooms everywhere, Damro had a serious problem: they were invisible on Google. When customers searched for furniture online, Damro simply didn’t show up. These were the main issues:
- No Local Search Presence
Despite having multiple showrooms across major Indian cities, Damro wasn’t appearing when people searched for furniture stores in their area. Searches like “sofa shop near me” or “furniture store in [city name]” would show competitors, but Damro didn’t appear anywhere in the results. Their local SEO was practically non-existent.
- Online-First Brands Dominated
Online-native brands like Pepperfry, Urban Ladder, and IKEA dominated search results for high-volume furniture keywords. When someone searched “office chairs” or “corner sofas,” these digital-first players occupied the top spots, while Damro was nowhere near the first page. These giants were using proven SEO strategies for ecommerce sites that Damro simply didn’t have in place.
- Technical SEO Issues
The site suffered from duplicate content, broken pages, schema errors, and weak on-page SEO – all of which made it difficult for Google to crawl, index, and rank Damro’s pages properly. Understanding what technical SEO is and why it matters became critical to fixing these foundational issues.
- No Content Strategy
Damro had no blog, no buying guides, and no educational content addressing common furniture questions. So when potential customers searched for wood types, sofa materials, or space-saving furniture ideas, Damro had zero content to answer those searches. They were missing out on the benefits of a solid SEO content strategy for e-commerce.
The bottom line?
These problems kept Damro hidden from customers actively searching to buy furniture, sending all that high-intent traffic straight to competitors.
How Did We Get Damro on Google’s First Page?
At Brandshark, a digital marketing agency in Bangalore, our execution focused on building organic visibility through a comprehensive SEO approach. Here’s how we turned Damro’s invisibility into top rankings:
- Fixed Technical SEO
Before creating any content, we fixed the technical issues holding Damro’s website back. We conducted a complete technical SEO audit to identify every problem.
Here’s how we did it:
- Conducted a complete technical audit to identify all site issues
- Resolved canonical tag problems and eliminated duplicate pages
- Fixed 404 errors and broken links across the site
- Added proper schema markup for products, FAQs, and local business information
- Optimized on-page elements across hundreds of product pages
With the technical foundation fixed, Google could properly crawl and index Damro’s site. This meant any content we created next would actually have a chance to rank and drive traffic.
- Built Hundreds of Programmatic Pages
We created hundreds of collection pages to capture high-intent searches. Instead of having just a few generic category pages, we grouped products in ways that matched how real customers actually search for furniture.
How we organized the pages:
- Use case: Office furniture, bedroom furniture, living room sets
- Price range: Budget sofas, premium dining tables, mid-range options
- Location: Furniture stores in major cities and regions across India where Damro operates.
- Fabric and material preferences: Leather sofas, wooden chairs, fabric recliners
For example, instead of one generic “sofas” page, we created targeted pages like:
- “Leather sofa in Kolkata”
- “Recliner sofa in Pune”
- “Sofa cum bed in Coimbatore”
Each page matched specific search queries that signalled buyer intent. So when someone searched for what they needed, Damro’s page would show up with the right products, at the right price point, in their location.
- Built Content Around User Search Intent
We churned blog articles, FAQ, and SEO-friendly content specifically around the questions furniture shoppers were actively searching for on Google. These weren’t just promotional posts about Damro products – we focused on answering genuine questions that people ask when they’re researching furniture purchases.
For example:
- “3 pinterest-inspired living room setup ideas”
- “5 sofa designs selling out fast this Navatri”
- “How to maintain wood furniture in humid Indian climates”
By answering real questions without aggressively pushing products, we positioned Damro as the expert. When these readers were ready to purchase, they naturally thought of Damro first.
- Captured Seasonal & Festive Traffic
We noticed that furniture purchases spike during festivals and special occasions, so we created content specifically designed to capture that seasonal demand.
What we built:
- Festive landing pages for Diwali and Durgapuja with seasonal offers and home makeover ideas
- Occasion-based blogs like housewarming furniture guides, wedding shopping tips, and celebration home prep
This timing strategy worked perfectly. Damro’s festive pages appeared in search results during Durgapuja and Diwali – exactly when customers were ready to spend on new furniture for their homes.
- Dominated Local Search with Micro-Market Pages
To compete with online-first brands, we doubled down heavily on improving Damro’s local SEO presence across major Indian cities. We implemented 6 key strategies for effective local search engine optimization that transformed their visibility nationwide.
What we did:
- Created landing pages for major cities and regions across India where Damro had showrooms, including Mumbai, Hyderabad, Chennai, Pune, and others
- Optimized pages for local searches like “furniture store near me,” “sofa shops in Mumbai,” “office furniture in Delhi,” and “dining tables in Hyderabad”
- Added essential local business information including store hours, directions, contact numbers, and address details for each location
The result?
Damro started appearing in Google’s local pack and map results. This brought nearby customers directly to their showrooms, increasing both foot traffic and phone inquiries from ready-to-buy shoppers.
Step 6: Built Trust Through Thought Leadership
We expanded Damro’s presence beyond their own website by engaging on platforms – like quora and reddit – where furniture shoppers were already asking questions.
Our approach:
- Identified discussions where people were asking about sofa types, wood quality, pricing, and furniture store recommendations
- Provided genuinely helpful answers that established Damro as a knowledgeable resource, not just another brand pushing products
- Captured referral traffic from highly engaged audiences actively researching furniture purchases
This strategy built awareness of Damro as a credible option while the helpful answers positioned the brand as trustworthy and knowledgeable.
Step 7: Optimized for AI Search (ChatGPT, Gemini, Perplexity)
User search behaviour is evolving beyond traditional Google searches. More people are now asking AI tools like ChatGPT, Gemini, and Perplexity for furniture recommendations and buying advice. So we made sure Damro would appear in those AI-generated responses by optimizing for AI search.
How we did it:
- Structured content with authoritative answers that AI models could understand and cite when responding to furniture-related queries
- Implemented schema markup and metadata to help AI systems accurately extract and reference product information and store locations
- Enhanced Damro’s knowledge graph presence so AI tools could connect the brand with relevant furniture searches and recommendations
This prepared Damro for how people actually search today. When someone asks ChatGPT or Gemini about furniture stores in their city, Damro can now show up in those AI-generated recommendations across India.
The Results
Six months after launching the SEO strategy, Damro’s organic clicks increased by 65.22%, impressions rose by 19.23%, and 45% more keywords landed on Google’s crucial first page. These metrics represented significant visibility gains in a competitive market dominated by online-first furniture brands.
The keyword wins were particularly striking. Damro broke into the top 5 for searches like:
- “Chairs” – 2,46,000 monthly searches
- “Office tables” – 60,500 searches
- “Office furniture” – 49,500 searches
- “Corner sofas” – 27,100 searches
Each of these rankings meant Damro appeared when potential customers were actively looking to buy.
These search improvements created real business impact. Physical showrooms across India reported more walk-in customers who mentioned finding Damro through Google. Phone inquiries increased as local search visibility improved in multiple cities. The seasonal content strategy also delivered measurable results, with clear traffic spikes during Durgapuja, Diwali, and New Year, when furniture shopping naturally peaks.
Key Takeaway
Most furniture brands either dominate offline or online; rarely both. Damro proved you can win on both fronts. The strategy wasn’t complicated: fix what blocks Google, create content customers actually search for, and show up when buying intent peaks. The execution took discipline, but the results speak for themselves. If established brands can beat digital-native competitors in organic search, so can you.
Want similar results for your business?
Brandshark specializes in SEO strategies that deliver measurable growth. Whether you’re struggling with local search, competing against online-first brands, or need technical fixes, we can help. Talk to our team.
