The Home Depot: Case Study
01
Challenge
Expanding Beyond Building Supplies
The Home Depot (THD) faced a unique challenge; how to break into a adjacent category that they had no authority in. With the launch of HD Home, THD wanted to be known for everything you need to build your home, but also everything you need to furnish your home.
02
Solution
Boosting Authority With Smart Content
To rank THD in these adjacent categories, there was a need to make sure to reduce cannibalization and duplication of content. To increase authority by creating a solid content strategy for product pages, categories and articles, how-to’s, and buying guides.
03
Activation
Optimizing Structure to Drive Growth
We deployed audits of taxonomy to the site structure, differentiated product content for a product catalogue of 400K+ products. Created a content gap analysis worth 1.7M visits with helpful how-to, inspirational, and buying guide content. Additionally, crafted an internal linking strategy to help cement THD’s authority in home furnishings.
04
Result
Optimizing Structure to Drive Growth
Achieved 48% growth in eCommerce SEO traffic year-over-year. The content gap analysis delivered incremental $4.2M revenue. Launched 200 SEO optimized articles including buying guides and inspirational content to enhance top of funnel brand awaren