Services Used:
Meet HipVan
HipVan is a Singapore-based online furniture and homeware brand that helps homeowners create inspiring spaces with stylish, affordable furniture and furnishings. Its website features a wide range of home categories, including sofas, dining sets, beds, mattresses, lighting, décor and more.
The initial challenge
HipVan partnered with First Page to grow organic revenue from non-branded search while strengthening visibility across high-value furniture categories.
The challenge was not simply to increase traffic, but to improve commercial search performance in an increasingly competitive furniture landscape. Organic growth was clustered around a limited number of categories, while several key search terms had declined year-on-year.
At the same time, duplicate and overlapping category structures were diluting search visibility. This created keyword cannibalisation issues, reduced clarity for search engines, and made it harder for priority commercial pages to rank consistently.
Competition was also intensifying, with other furniture retailers investing heavily in content authority, buying guides and AI-search visibility.
First Page developed a category-led SEO strategy focused on improving HipVan’s visibility across commercially valuable furniture segments.
The team prioritised high-value category pages and expanded supporting category content to strengthen topical authority. This helped HipVan build stronger relevance around key furniture themes and better align its pages with non-branded search intent.
Technical SEO improvements were also introduced to resolve duplicate category structures and keyword overlap issues. By identifying cannibalisation between similar pages, First Page helped improve search relevance and reduce internal competition between HipVan’s own URLs.
To support ranking growth, First Page secured high-authority backlinks to priority pages. These premium backlinks helped strengthen the authority of commercially important pages and contributed to stronger ranking performance for valuable search terms.
The strategy also included AI search and content expansion. Informational content and buying-guide opportunities were developed to increase HipVan’s visibility within AI Overviews and capture emerging search behaviour from users researching furniture decisions online.
