Case Study: SEO Promotion for Furniture I Am Website in Tbilisi (Georgia)

About the Client and the Furniture Market in Tbilisi

The company Furniture I Am specializes in manufacturing and selling furniture in Tbilisi. The main focus is on custom-made furniture and supplying ready-made solutions for apartments, houses, offices, and commercial spaces. Competition in the Georgian furniture market is high, with both local manufacturers and international suppliers. Successful promotion required consideration of the local market and multi-language audience, as Tbilisi hosts many expats and international clients searching for furniture in English.

The website was developed in three languages: Russian, English, and Georgian. This provided extensive promotion opportunities but also added technical and SEO challenges related to correct indexing and hreflang implementation.

Initial Website State and Key Issues

Initially, the website had low visibility in search engines and generated almost no organic traffic. The average position for key queries was below 30, CTR did not exceed 1.5%, and daily visits were minimal. Main issues included:

– duplicate pages in different languages, incorrectly configured hreflang;
– weak content on categories and product pages;
– slow loading speed, especially on mobile devices;
– missing or duplicate meta tags;
– minimal external backlinks;
– weak presence in local directories and Google Maps.

SEO Goals

– Increase organic traffic at least 5 times;
– Rank the website in the TOP-10 for key furniture-related queries in Georgia;
– Ensure correct indexing of all three language versions;
– Improve CTR and the number of clicks;
– Generate a steady flow of leads and inquiries from the website.

SEO Audit and Identified Issues

The audit revealed technical errors: Google Search Console flagged some pages as “duplicate without selected canonical URL.” The sitemap did not include all catalog pages. PageSpeed Insights rated mobile loading speed at 48/100. Product content consisted of 2–3 sentences and lacked keywords. Many meta tags were empty or duplicated across language versions.

SEO Strategy for the Furniture Company

The strategy included:

1. Technical optimization: hreflang configuration, page speed optimization, removing duplicates, sitemap and robots.txt correction.
2. Keyword research: collecting keywords in Russian, English, and Georgian.
3. Content marketing: expanding product pages, writing SEO texts for categories, creating blog posts in three languages.
4. Local SEO: optimizing Google Business Profile and local directories.
5. Snippet optimization: updating titles and meta descriptions for all languages.
6. Link building: publications in media, press releases, and crowd marketing.

Project Implementation: Key Steps and Tools

1. Technical Optimization

– Configured correct hreflang for Russian, English, and Georgian;
– Removed duplicates and added canonical links;
– Optimized images, implemented CDN, reduced page load time to 1.9 seconds;
– Fixed sitemap.xml and robots.txt errors to accelerate indexing;
– Added Schema.org markup for products and contact information.

2. Keyword Research and Localization

Over 2,000 keywords were collected:

Russian: «мебель Тбилиси», «купить шкафы в Грузии», «мебель на заказ Тбилиси».
English: «furniture Tbilisi», «buy sofa Georgia», «office furniture Tbilisi».
Georgian: «ავეჯი თბილისი», «სამზარეულოს ავეჯი», «ავეჯი მისაღები».

Keywords were grouped into commercial (purchase/order), transactional (price/delivery), and informational (design ideas, selection tips).

3. Content Strategy

Content was fully revamped:

– Product pages received detailed descriptions (materials, dimensions, warranty, delivery options);
– Category pages enhanced with SEO texts (e.g., “kitchen furniture Tbilisi,” “office furniture Georgia”);
– Blog with expert articles created: “How to Choose Furniture for a Small Apartment,” “Furniture Design Trends 2024,” “Best Furniture for Expats in Tbilisi,” “ავეჯის დიზაინის რჩევები”;
– Visual content added: photos of finished interiors, 3D visualizations.

4. Local SEO

– Google Business Profile created and optimized with photos, three-language descriptions, and working hours;
– Company added to local directories: georgia.ge, tbilisi-services.com;
– Customer reviews collected to enhance trust;
– Local keywords optimized: “furniture store near me Tbilisi,” “мебель рядом Тбилиси.”

5. Snippet Optimization

Titles and meta descriptions were unique and adapted for each language. Examples:
– Russian: «Мебель в Тбилиси – Купить мебель на заказ | iam.com.ge»;
– English: «Furniture in Tbilisi – Modern & Custom Furniture | iam.com.ge»;
– Georgian: «ავეჯი თბილისში – ინდივიდუალური დიზაინი | iam.com.ge».

6. Link Building

– Publications in Georgian media and interior design blogs;
– Press releases on English-language business portals;
– Crowd links on forums about real estate and relocation in Georgia;
– Listings in international furniture catalogs.

Results

According to Google Search Console (September – December 2023):

– Clicks: 1.27k;
– Impressions: 39.3k;
– CTR: 3.2% (2x growth);
– Average position: 12.9 (from over 30 at start);
– Steady growth confirms the strategy’s effectiveness.

Conclusions and Key Insights

SEO promotion allowed iam.com.ge to strengthen its position in the Georgian furniture market and reach the TOP search results. Targeting three audience segments- Russian-speaking clients, English-speaking expats, and local Georgian users- was critical. Proper multilingual setup, local SEO, and high-quality content were key growth factors.

Next Steps and Development

– Expand blog in three languages with interior design trends;
– Create video content (furniture reviews, designer interviews);
– Promote via social media and integrate Instagram/TikTok;
– Expand keyword base with low-frequency queries;
– Strengthen backlink profile via international furniture portals;
– Actively use local SEO for new districts in Tbilisi.

Case insight: A comprehensive SEO strategy combining technical optimization, multilingual content, and local promotion can elevate a furniture company’s presence and attract clients from diverse audience segments.