Take a look at the work I done with The Office Crowd.
eCommerce SEO & Local SEO
Scaling Organic Revenue from £0 to £20,000/Month for The Office Crowd
When I started working with The Office Crowd, the business had no established organic presence. There was no consistent traffic coming from search, and no revenue being generated through SEO. The challenge was to build visibility from the ground up and turn organic search into a reliable acquisition channel — without relying on paid ads.
This meant identifying exactly how potential customers were searching for second-hand office furniture and building a strategy around capturing that demand at scale.
Building a High-Intent Keyword Strategy
The first step was in-depth keyword research, focused on uncovering high-intent, purchase-driven searches across locations, product types, and brands. Rather than targeting broad, low-conversion keywords, the strategy centred around terms with clear buying intent.
This included search queries such as:
Used office chairs Edinburgh (location + product intent)
Second-hand office desks Glasgow (transactional + regional)
Refurbished office furniture Manchester (high-value commercial searches)
Used Herman Miller chairs Yorkshire (brand + product specificity)
Office desks Leeds (mid-funnel, strong search volume)
Second-hand office furniture Birmingham (broad but high-demand term)
These types of keywords typically carry meaningful search volume while also indicating that the user is actively looking to purchase, making them highly valuable for SEO.
Creating Scalable Landing Pages to Capture Demand
Using this data, I built out hundreds of SEO-optimised landing pages designed to capture traffic across multiple search variations. Each page was structured to align with search intent, combining keyword-focused copy with clear calls to action.
Alongside location-based pages, I developed additional landing pages targeting:
Specific brands (e.g. Herman Miller, Steelcase)
Individual product types (chairs, desks, storage)
Model-specific searches where demand existed
This ensured the site could rank across a wide spectrum of queries — from broad regional searches to highly specific, high-converting terms.
Capturing Users Across the Full Funnel
The strategy wasn’t just focused on users ready to buy. To maximise visibility, I introduced supporting content designed to capture informational and research-based searches.
This included:
Brand-focused pages for users comparing options
Blog content targeting common queries and buying considerations
Informational content designed to build trust and authority
By doing this, the site was able to attract users earlier in their journey and guide them towards conversion over time.
Driving Revenue Without Paid Media
One of the key objectives was to generate revenue without relying on paid advertising. SEO was the primary growth channel, and the focus was on delivering results as efficiently as possible.
Within six months:
Organic revenue grew from £0 to £20,000 per month
The site began ranking for a wide range of high-intent keywords
Traffic quality improved, with users actively searching for products
This early traction was critical in proving the viability of the business model and creating a sustainable growth channel.
Creating the Foundation for Scalable Growth
By building strong organic visibility early on, The Office Crowd was able to move into a much stronger position as a business. With consistent revenue coming through SEO, they were able to reinvest into stock, expand their offering, and scale operations.
It also created the foundation to introduce paid advertising later, using insights from organic performance to target new markets more effectively.