Decorette: Growth in physical store visitors through optimal search strategy
Decorette is a home furnishing shop with dozens of branches throughout the Netherlands. Decorette is keen to get more visitors to its branches through its website. Through a combination of various SEA and SEO strategies, local shop visits increased markedly.
Increase in sessions +150%
Organic top-3 positions +400% in one year

Over Decorette
Since 2021, we have been working for Decorette. Decorette is an interior design shop, but not like your average furniture shop. At Decorette, you will mainly find interior products in the higher segment, and offering excellent service is part of its identity. This includes making customised products, but also providing interior advice.
Decorette is all about experience, inspiration and service. Therefore, the focus is not on online sales, but on visits to Decorette shops, of which there are dozens, spread throughout the country.
The challenge
At Aspen Digital, we work a lot with webshops, but at Decorette we faced a different challenge. Our task was to raise the profile of local stores in the region and thus get more visitors to them. To achieve this result, we worked out a search strategy for Decorette that optimally combined SEO and SEA.
The strategy
To achieve the goal, both our SEA team and our SEO team went to work, focusing on the local shop pages. By optimising these pages in terms of content and adding optimised pages for branches that did not yet have their own page, our senior specialists laid a foundation for the optimal findability of each individual physical store.
Because Aspen Digital has its own publishing network of 300,000 placement opportunities, we were able to apply a targeted linkbuilding strategy on the shop pages. With this, we ensured optimal local findability and high positions on general terms combined with locations, such as “woonwinkel Aalsmeer” (home furnishing shop Aalsmeer), “verfwinkel Utrecht” (paint shop Utrecht) or “raamdecoratie Bilthoven” (window decoration Bilthoven).
Chart 1: The cumulative growth in organic traffic of all local shopping pages on Decorette’s website. It can be seen that local traffic grew from 1,600 to 4,500 in one year; a 181% growth.
Local pages were also central to our strategy for SEA. Through careful deployment of local campaigns, we ensure that users with their search intent are directed to the correct and nearest Decorette shop. Among other things, we targeted internet users with search terms combining ‘home shop’ with a place name. In addition, local targeting was used, allowing us to focus even more specifically on the target group.
The results
The local SEA ads increased page visits to the shop pages and to the website as a whole. In addition, the deployment of this ROPO strategy realised an optimal contribution to the number of shop visits and the average order value, figures that can be concretely measured in Google Ads.
Chart 2: The growth in clicks and CTR of Decorette’s local store pages. It can be seen that thanks to implementing an optimised Google Ads strategy in May 2024 for the regions with a Decorette store, much more relevant traffic was sent to the store pages.
Similar growth can be seen through our SEO strategy . This ensured higher positions for the store pages. More and more number-1 positions were gained. This in turn drove more page visits through organic search results (an increase in sessions of over 58% in a year and almost 40% more visitors) and more appointments per store location.
Looking at the overall figures, for both organic and ads, you can see the impact of the strategy even more clearly. Overall, the number of sessions on the website increased by almost 150% and the number of new visitors by almost 125%. Much of this was for the store pages. The combination of the SEO and SEA strategies is therefore very successful.
Would you also like to get more visitors to your physical shop or store using your website and maximise the ROPO effect? Or would you simply like to become more visible in the search engine? Then get in touch with us and we will be happy to talk to you!