Link Building for a Bathroom Furniture Website: Increased Visibility for Competitive Keywords in 3 Months

About the Project

The client operates in the US e-commerce market, specializing in bathroom furniture. Their product catalog covers extensive commercial clusters organized by sizes, colors, materials, and styles. 

The primary objective was to strengthen the backlink profile and improve category page rankings for highly competitive commercial keywords. Additionally, the project aimed to expand brand visibility within AI-generated search answers, which increasingly serve as a key user touchpoint.

Objectives

• build the backlink profile without a sharp change in dynamics
• strengthen categories with high commercial potential
• move queries from the second page and the lower part of the TOP 10 higher in the search results
• support the content section that participates in internal linking and AI search results
• control anchor distribution as the volume of links grows

Our actions

The project features a complex product catalog where pages are categorized not just by furniture type, but also by size, material, color, and setup. Distributing links evenly across all categories would have proven inefficient, so our team prioritized pages that already demonstrated search visibility and clear growth potential.

We handled the informational cluster separately. Buyer guides covering sizing, furniture selection, and material specifications capture top-of-funnel search intent while strengthening commercial sections through strategic internal links. Several of these content assets were already gaining traction in standard search and AI-generated answers, leading our specialists to integrate them directly into the promotion strategy.

Our team built the backlink profile using multiple placement channels, placing primary focus on outreach articles published across home renovation, interior design, and property improvement websites.

Our specialists used crowd marketing to diversify the overall link footprint, inserting placements directly into active discussions about home remodeling, bathroom layouts, and furniture choices. Business submissions and niche web directories complemented the strategy by steadily expanding the site’s referring domain count.

We paid strict attention to anchor text distribution. Commercial e-commerce projects risk algorithmic penalties when over-optimizing exact-match keywords, so our team built the majority of the profile using branded terms and plain URLs while applying commercial anchors selectively to high-priority categories.

Our team continuously reviewed the execution plan as search rankings shifted. When a query moved from the second page into the top ten, or a product category showed accelerated growth, we adjusted the placement budget to support that momentum.

At the same time, our specialists monitored brand visibility across generative platforms, tracking performance in Google AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity, and Copilot.

Results

The number of referring domains increased from 629 to 1,014. The project gained 385 new domains, representing growth of 61.2%. As a result, the backlink profile exceeded the mark of one thousand referring domains for the first time.

The project’s search visibility expanded across the entire TOP 20 range. Queries in this range increased from 4,946 to 5,647. At the same time, the number of queries in the TOP 10 grew from 4,455 to 4,944 (+11.0%). The main growth within the first page came from positions 4-10: their number increased by 455, representing growth of 19%. In the TOP 3, the number of queries remained practically at the same level, at 2,056 compared with 2,090.

The project’s presence in AI search results also improved. At the time of measurement, the website was recorded in approximately 1.8 thousand answers across all tracked AI platforms, representing an increase of around 1.4 thousand answers. The number of pages participating in AI search results reached 681, 568 more than the previous value.

Positive dynamics were recorded across all active systems. In Google AI Overviews, the website was present in 480 answers (+420), and in AI Mode, also in 480 (+239). In ChatGPT, the number of answers reached 311 (+286), in Perplexity – 198 (+156), in Copilot – 181 (+175), and in Gemini – 142 (+110). Thus, the growth in AI visibility was not concentrated on a single platform but affected several generative systems at once.

The number of URLs receiving this visibility also expanded. In total, the service recorded 681 pages in AI-generated answers (+568), including 449 pages in AI Mode (+376) and 262 pages in AI Overviews (+240).

Conclusion

Our team increased the site’s backlink profile by 61.2%, pushed TOP 20 search queries up by 14.2%, and expanded TOP 10 rankings by nearly 11%. At the same time, our specialists significantly broadened the website’s presence across generative search systems.

For a large e-commerce platform, success relied on prioritizing high-potential catalog sections and tracking performance metrics rather than chasing sheer link volume. By pairing targeted link building with strategic semantic expansion, our experts strengthened both commercial and informational search visibility while driving reach across key AI platforms, including Google AI Overviews, AI Mode, ChatGPT, Perplexity, and Copilot.