The Chair Group

A Case Study In Digital Marketing
The Chair Group


The Chair Group provides bespoke fabric chairs to both businesses and consumers across the United Kingdom. Their main Business to Consumer website, The Chair People, saw a dip in organic traffic late in 2014. This is when The Chair Group approached Siruss to investigate the loss of traffic

The Chair Group


Google Penalty Recovery

Siruss thoroughly investigated this decrease and quickly found that significantly less Search Engine traffic was arriving at the website. It transpired that Google had given The Chair People's website a Manual Action Penalty for Unnatural Links to the site. In short, Google had penalised The Chair People as a result of a poor SEO campaign performed by a previous agency.

It was essential that we worked quickly to remove the penalty before performing any other SEO. There were thousands of links from poor quality websites pointing back to The Chair People's website. We performed a backlink analysis, which provided us with a list of links that needed removing. Each website was individually contacted to remove the links - those who did not comply were added to a Disavowed Links list, which was then submitted to Google. After the link removal phase, we contacted Google with a Reconsideration Request, and the penalty was lifted.

Other Technical Challenges

As the website was not built by Siruss, there were a number of technical issues to address. The technical SEO setup was in a poor state with over 40,000 "404 Not Found" errors being reported in Google Search Console; the website's sitemap was also incorrectly configured. Redirects were put in place to address the 404 errors, and we consulted with their website developers to fix some more technical issues.


After the larger technical issues had been resolved, Siruss continued with optimising the website - performing keyword research and competitor analysis, ensuring the website would be optimised for traffic-generating search terms. New Page Titles, Meta Descriptions and page content was written for all of the category pages, we also did the same for each product on the website.

What The Client Says

We started working with Siruss approximately eighteen months ago as our website was in poor SEO health and required help. I have found them very clear, reliable and easy to work with over this period and their attention to detail has been key to achieving the goals set out from the beginning.

Karl Owen
The Chair Group


Following the initial setup of the website, we have continued performing monthly SEO actions for The Chair People. We build links, write content, communicate on social media, and keep on top of the technical optimisation of the website. As a result, search engine traffic is still growing consistently month-on-month, despite the challenges of their ageing custom Content Management System.