Viamaja
We identified the searches the online store wasn't covering — and built the categories that could win them.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The results
Growth through searches we could win
Viamaja sells furniture and home accessories in French and Nordic country styles — a niche in a large, competitive home decor market. The goal was to find the searches where Viamaja could genuinely gain ground, rather than competing broadly against the category's major players.
In 5 months, organic traffic has grown from 17,000 to 23,000 visitors a month, and many of Viamaja's most important keywords now rank in the top 3.
17.000→23.000
Organic visitors per month
The problem
The demand was there — but the destination was missing
Broad competition in a large niche
Country-style interiors and home decor are a market dominated by large, established players. Competing broadly would require a budget and authority Viamaja did not yet have — the solution lay in more specific searches with lower competition but high purchase intent.
Untapped searches and content gaps
A number of relevant, more specific searches had no natural home on the site, while several existing category pages were not optimised for the demand that was actually out there.
The solution
We built the category the search was missing
Keyword research and “gaps in the market”
We carried out extensive keyword research and specifically targeted the “gaps in the market” — long-tail keywords with real demand that no category on the site covered. Where it made sense, we created entirely new, separate categories for them, rather than squeezing them into existing pages where they did not belong.
Optimising existing categories
Alongside this, we reviewed the existing category pages for content gaps and optimised them to better match the actual search intent behind the most important keywords.
Technical SEO and structured data
We implemented product schema markup so that prices, stock availability and reviews can appear directly in Google's search results, and resolved the duplicate content issues that filtering and product variants often create in an online store like Viamaja's. This ensures Google can crawl and index the site efficiently, without wasting resources on pages that are effectively duplicates.
Inspirational content that supports the categories
We built content around the styles themselves — French and Nordic country styles — that both attracts traffic in its own right and links internally to the relevant category and product pages. This improves the user experience while passing relevance and authority on to the pages that actually need to convert.
Internal and external link building
We have focused on internal link building to ensure authority and relevance flow properly throughout the site, combined with external link building that strengthens Viamaja's overall domain authority.
The partnership
Month by month, gap by gap
Our partnership with Viamaja has been an ongoing process, identifying and closing new “gaps in the market” and content gaps month by month, as the data revealed where the real opportunities lay. It is this persistent, iterative approach — rather than one big, one-off effort — that has driven the results over these 5 months.
5 MONTHS
Team acend
The team behind this case study
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
Jonas Asbjørn Lucich
CEO & Founder
jonas@acend.dk
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