Bajooun

Search Engine Optimization

Bajooun, a proudly South African brand founded in 2021, has quickly become a go-to destination for those seeking exceptional, unique furniture. Rooted in Johannesburg, Bajooun’s designs combine expert craftsmanship with contemporary aesthetics, offering an array of stylish and functional pieces for every home. From luxurious sofas and elegant coffee tables to statement armchairs and sophisticated bedroom sets, each item is meticulously crafted with attention to detail. With an emphasis on quality, Bajooun uses only the finest materials, including supportive high-resilience foam, premium upholstery fabrics, and robust plywood, ensuring that every piece is built to last while providing unmatched comfort and style.

108%

increase in sessions over 6 months

350%

increase in keywords that started ranking

Several

high-value purchases seen in 6 months

Brief & Objectives

Bajooun initially approached Ruby Digital with the goal of developing an e-commerce website to showcase and sell their products. They were also interested in building their brand and increasing their organic visibility, as their business had primarily been driven through social media rather than Google. Their objective with Ruby Digital is twofold: to boost lead generation and sales, while also increasing brand awareness and improving organic search visibility.

Challenges

Bajooun’s primary challenge in partnering with Ruby Digital was navigating the highly competitive landscape of their industry, where well-established competitors with decades of experience have built strong brand awareness and authority. This challenge played a significant role in our keyword research, where we focused on identifying high-quality keywords, while also factoring in the high level of competition and increased difficulty in ranking.

Additionally, we were starting from the ground up, as there were no existing website, historical data, or prior optimisation efforts. We built everything from scratch, including data collection and website optimisations.

Our Solutions

Collaborated with web developers to create an SEO-friendly website: During both the wireframe and development stages, we worked closely with the web design and development teams to confirm SEO best practices were followed, and that the website structure was optimised for search engines from the outset.
Implemented an optimised and proven SEO strategy: We developed a proven SEO strategy (even before the website was live) and executed it once the website went live in February 2025.
Optimised and created effective tracking and connections: Since this website was built from scratch with no tracking tools or conversion tracking in place, we verified that every connection, conversion tracking, and website page were set up correctly, tracked accurately, and connected properly.
On-site optimisations were primarily focused on: Once the website went live, we began creating optimised content for the products that were live and sending backlinks to the product pages available for both Google and users. We also confirmed that the content contained the targeted keywords, which we developed and reviewed in the initial strategy phase.
Pre-emptively created backlinks to primary product pages: While the website was in production, we prepared backlinks in advance that were activated once the pages went live.

Results

Bajooun has experienced a strong and consistent increase in results, with conversions growing from single digits to double digits within just a few months. The primary goal of driving purchases has seen steady progress, gaining more prominence over time.

They’ve also seen a significant rise in the number of keywords they rank for, starting from 0 in February to over 35 by August 2025. The highest number of rankings occurred in June 2025, with a total of 124 keywords. The recent decrease in rankings is largely due to fluctuations, but this is expected to improve as more products are added to the website.

Traffic has grown from zero to consistently reaching triple digits, with March 2025 marking the highest month. Throughout the six-month period, traffic has consistently stayed in the triple digits.

Additionally, Bajooun has secured several high-value purchases over the six-month period. Given that the website has only been live for a short time, this is a strong indication that Bajooun is already establishing authority within the industry.

Overall, this highlights the effectiveness of implementing SEO from the very start of a new website. Even without any prior online presence, Bajooun has successfully driven quality traffic, achieved significant purchases, and started ranking for multiple keywords. This demonstrates that the growth process must be built layer by layer, starting with visibility and followed by nurturing leads further down the funnel.

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Bajooun

Bajooun is a South African furniture brand founded in 2021, dedicated to transforming living spaces with high-quality, custom-made furniture that blen...