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Furniture Bazaar

How Furniture Bazaar used data to knock national brands off the top of Google.


Western Australian owned and operated retailer, Furniture Bazaar, offer one of the largest ranges of stylish and affordable living, dining, and bedroom furniture in Perth. Furniture Bazaar partnered with Bonfire to achieve exponential sales growth for their e-commerce website.

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  • 52%

    Increase in organic website traffic, year on year

  • 74%

    Increase in conversions from organic search, year on year

  • 114%

    Increase in keywords in the top 3 positions, year on year

Results from December 2020.


In 2020, Furniture Bazaar partnered with Bonfire to develop a strategy that would stimulate business growth, both through their online store and their bricks and mortar outlets. The brand partnered with Bonfire to improve their organic ranking and grow website traffic.


After conducting a thorough market analysis and investigating search trends, Bonfire found that Furniture Bazaar’s customers were not searching for “packaged furniture” options online as previously thought and were instead searching for individual products. Bonfire reshaped Furniture Bazaar’s website applying on-page content optimisation to specifically focus on individual product keywords (i.e., recliner lounges, mattresses, outdoor settings). Complimentary to this, Bonfire developed a series of remarketing campaigns to target people that had previously visited the website and in-market consumers looking for furniture. To drive overall reach and engagement online, the team designed Google Shopping campaigns to target users actively looking for specific furniture items.

Since moving our digital advertising to Bonfire, we have seen an uplift in our SEO and other digital activities they suggested and executed. Their ideas, suggestions and direction is always honest, well researched and backed by facts. We’ve always received first class service from our team.
Radika Badian–Khagram, Operations Manager, Furniture Bazaar


Bonfire executed a comprehensive search and remarketing strategy that has been transformative for Furniture Bazaar. The organic search campaign worked to achieve more accurate search intent, delivering unprecedented brand awareness, traffic growth and ultimately growth in online and offline sales. The number of keywords in the top 3 positions grew by 114% over the last year (comparing 43 keywords in the top 3 spots now to 20 in 2019). As a result of Bonfire’s search marketing strategy, Furniture Bazaar experienced a significant increase in unique users to their website, generating a high number of online orders, phone calls, and enquiries.

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