For over 30 years Princemob Büro has been importing second-hand office furniture from Germany and producing brand new office furniture in Romania.
Their mission is simple: premium doesn’t have to be expensive and a limited budget doesn’t necessarily mean you turn to lower quality furniture.
The brand imports adjustable desks, meeting room tables, chairs, wardrobes and accessories directly from Germany. Each piece is inspected for any flaws that would make them unusable, sanitized and then made available to customers who want to test them LIVE in two showrooms in Cluj and Bucharest and on their website.
Princemob chooses only reputable brands known for ergonomics, functionality and design: Koenig-Neurath, Assmann, Ceka, Wini, Interstuhl, Interstuhl, Sedus and dozens of others.
The beginning of the collaboration
Our project with Princemob started in June 2024. Our objectives were:
- rebuilding the website from scratch
- on-site SEO optimization
- constant and relevant presence on social media
- Google Ads and social media promotion
Initial SEO challenges
The brand was represented by two websites princemob.ro and mobilash.ro. This didn’t help the site we were going to focus on because mobilash.ro had better brand awareness at the expense of Princemob’s brand awareness.
Also
- no SEO actions had been attempted.
- promotion was sporadic without long-term consistency.
- there were no category and sub-category descriptions.
- some products did not have relevant descriptions.
- there were no essential pages indexed by Google.
In the last month prior to the start of our collaboration the site was organically accessed by 870 visitors, and of those only 2 added their bank details to finalize a purchase.
Tracked events had not been implemented on the shopping cart, registration of an order at checkout and dedicated phone number.
Over 70% of site users entered just to do research, only 7% with the intention of making a purchase.
The site had a health score of 82% and the elements that were affecting its online presence were:
- duplicate content at the meta tag level for 92 pages (very important elements in ranking on google.ro).
- 205 “broken” internal links.
- poor link scores between pages.
- less than optimal page loading speed – especially for the homepage.
SEO Solutions
SEO strategy was put in place before any other element of the new website.
From the sitemap to the necessary content briefs and recommendations that support long-term organic brand growth through:
- brand awareness: organic ranking on Google.
- indexing: indexing as many keywords as possible.
- ranking for as many keywords as possible + clear communication of brand differentiator.
- increasing the number of new users.
- improving the percentage of visitors who are looking to purchase by conversion-driven content and by writing new texts based on keywords with higher transactional potential (e.g. product type + price, product category + second hand + transactional attribute).
Princemob website
Once the SEO strategy was created, work started on the new Princemob website.
The project took place in three stages: content – design – implementation.
Content
Content was created for 26 static pages: home, about, categories, subcategories.
Each page followed a unique assigned brief that presented the keywords to focus on. Thus the content was designed from the start with SEO goals in mind and was the foundation of the optimization strategy.
- unique meta titles and meta descriptions.
- SEO relevant page link.
- relevant keyword frequency and semantic field focused on purchase not just information.
- product detailing plus benefits of choosing different types for the office.
- presenting the brand in a relevant and attractive way that differentiates it from the competition and accurately represents its mission and benefits.
In addition to the main pages, we also created descriptions for products already uploaded to the site that didn’t yet have text plus unique descriptions for all new products that were to appear on the site.
Design
The design used the brand identity as a starting point and implemented chromatic and typographic elements to create a visual experience that engages through the layout and convinces through intuitive information architecture – the content is easy to navigate and flows to carefully placed call to actions.
Development
To meet the latest Google algorithm requirements, our development team created a site that loads fast and is, ironically, not overloaded on the backend.
A challenge for development has been to redirect old pages ranking well on Google to the newly created pages, keeping the ranking achieved in the past.
Also before going LIVE the whole site was checked with specialized tools to ensure a smooth technical launch and a healthy site ready for search engine crawlers.
Social media
The range of direct competition on social media is more limited: there is no opening for a unified and constant presence on social media.
The challenges for the Connect Media team were:
- creating an editorial calendar that is approved on a monthly basis: theme + content + post design.
- integrating products in an organic and creative way for visuals.
- presenting company benefits in a non-repetitive way.
- fighting bias about second hand office furniture in a friendly way.
Solutions can be seen on the brand’s social media profiles here, here, here, and here:
- descriptive content for SH furniture, new furniture.
- detailing the benefits and process of importing furniture directly from Germany.
- photo and video shoot for the showroom and products on sale.
- video shoot for the Princemob manager for video content.
Results
The website was ready to launch in September 2024 and over the last 6 months our team has provided ongoing support for:
- product updates: content, showroom photo shoot, photo/video editing, uploading products to the website
- monthly SEO updates: content edits, technical checks and updates.
- blog articles: with relevant industry topics – guides, furniture history, information about the benefits of SH office furniture, etc.
- social media: posts according to the established editorial calendar, timely posts based on content submitted by the Princemob team.
- newsletter: sent on a monthly basis.
- participating in the Princemob event “Plantăm Fapte B bune” in Băicoi, April 2025.
Evolution
Social media
- 46% increase in reach and 47% increase in the number of interactions with published content.
- 301% increase in followers.
Website
Following monthly updates and constant monitoring of the site’s performance, Princemob.co.uk now enjoys the following results:
33,000 users in the last 6 months.
Very good authority score, steady organic traffic growth.
Very good visibility and ranking on the keywords we focused on in our content.
A very good health score both on its own and compared to the competition.
To be continued…
What next?
- continue on-site optimizations as part of the SEO strategy to sustain an organic position in the top search results.
- promote your brand and products through PPC campaigns.
- ensure a unified, creative and original presence on social media and Google My Business.
- send regular newsletters to the database and on LinkedIn to promote special offers.
- plant some more trees, maybe? 😊