Client Overview
Company: AJ Madison Location: Brooklyn, New York Industry: E-Commerce / Home & Kitchen Appliances Retail Website: www.ajmadison.com Product Range: Refrigerators, Dishwashers, Ovens, Washers, Dryers, Air Conditioners & More (150+ Brands)
SEO Performance Metrics
Domain Rating: 68 (Excellent) Referring Domains: 937 (Strong) Organic Keywords: 48.3K (Exceptional) Monthly Traffic: 280K (+6.6% growth) Traffic Value: High Performance AI Visibility: 67% (Strong Presence)
AI Citations
AI Overview (Google): 569 citations, 422 pages ChatGPT: 937 citations, 742 pages Perplexity: 683 citations, 364 pages Gemini: 557 citations, 790 pages Copilot: 621 citations, 428 pages
Traffic by Location
United States: Primary market with dominant presence Canada: 600 monthly visits India: 219 monthly visits United Kingdom: Expanding presence
Initial Situation
When AJ Madison, the industry’s foremost appliance authority, engaged our digital marketing services, the Brooklyn-based e-commerce retailer faced the challenge of maximizing organic visibility in an increasingly competitive online appliance marketplace. Founded in 2001, AJ Madison had built a strong reputation for offering over 150 appliance brands, but needed to capture a larger share of the millions of monthly searches for home appliances.
Key Challenges:
- Intense competition from major retailers like Home Depot, Lowe’s, and specialized appliance sites
- Need to rank for thousands of product-specific and brand-related keywords
- Converting high organic traffic into qualified appliance purchases
- Standing out in a crowded marketplace dominated by big-box retailers
- Maximizing visibility across multiple appliance categories and brands (150+ manufacturers)
Competitive Landscape
The online appliance retail sector is one of the most competitive e-commerce verticals, with massive players like Home Depot, Lowe’s, Best Buy, and Amazon dominating search results. Specialized appliance retailers like AppliancesConnection, Abt Electronics, and PC Richard also compete aggressively for organic visibility. Success required not just traditional SEO, but a comprehensive strategy leveraging product content, technical optimization, and authoritative brand positioning across 150+ appliance manufacturers.
Strategy & Implementation
Phase 1: Technical SEO Foundation & Site Audit
We began with a comprehensive technical assessment to identify opportunities and eliminate barriers to organic growth:
- Conducted full technical SEO audit identifying crawl efficiency opportunities
- Optimized site architecture and internal linking structure
- Implemented advanced schema markup for enhanced SERP features
- Resolved technical issues affecting indexation and crawlability
- Enhanced Core Web Vitals for improved user experience signals
Phase 2: Product Content & Keyword Strategy
With technical foundations in place, we executed a comprehensive product content and keyword strategy for the appliance industry:
- Optimized 48,300+ product and brand-specific keyword opportunities across all appliance categories
- Created detailed buying guides for major appliance types (refrigerators, dishwashers, ranges, etc.)
- Developed brand comparison content for 150+ manufacturers (LG, Samsung, Bosch, Miele, etc.)
- Built educational content addressing common appliance questions and buying considerations
- Implemented strategic internal linking between products, brands, and informational content
Phase 3: Authority Building & Link Optimization
Leveraging the existing backlink profile (937 referring domains), we focused on maximizing link equity distribution:
- Audited and optimized internal link architecture for maximum authority flow
- Identified and reclaimed lost or broken backlink opportunities
- Developed strategic content assets to attract natural editorial links
- Built relationships with industry publications for high-authority placements
- Monitored and maintained healthy backlink profile (Domain Rating: 68)
Phase 4: E-Commerce Optimization & Conversion Enhancement
In the final phase, we focused on converting organic traffic into appliance purchases:
- Optimized product pages for higher conversion rates with enhanced photography and specifications
- Implemented trust signals including customer reviews, brand certifications, and delivery guarantees
- Enhanced mobile shopping experience for on-the-go appliance research
- Created strategic comparison tools to help customers choose between similar products
- Developed retargeting strategies to recapture high-intent visitors
Results & ROI
Organic Traffic Performance:
- 280,000 monthly organic visitors (representing +6.6% growth trajectory)
- Consistent month-over-month traffic increases across all service categories
- Strong geographic presence with dominant visibility in United States market
- Improved traffic quality with higher engagement rates and lower bounce rates
Keyword Rankings & Visibility:
- 48,300+ keywords ranking in Google (massive expansion of visibility)
- Significant increase in Page 1 rankings for commercial intent keywords
- Multiple featured snippet captures for high-value search queries
- Strong positions across long-tail and competitive head terms
Domain Authority Metrics:
- Domain Rating of 68 (strong authority in competitive e-commerce space)
- 937 referring domains providing diverse, high-quality backlink profile
- Improved trust signals and E-E-A-T factors across the site
- Enhanced competitive positioning against industry leaders
AI Visibility Achievement:
- 67% AI Visibility score demonstrating strong presence in AI-powered search
- Featured in ChatGPT with 937 citations across 742 pages (highest AI presence)
- Strong visibility in Google AI Overview with 569 citations
- Significant presence in Perplexity (683 citations), Gemini (557 citations), and Copilot (621 citations)
- Positioned for next-generation appliance shopping as consumers rely on AI assistants
Business Impact:
- Massive increase in qualified appliance shoppers and product inquiries
- Reduced customer acquisition costs with organic traffic replacing paid advertising spend
- Enhanced competitive positioning against Home Depot, Lowe’s, and Best Buy
- AI search visibility positioning AJ Madison for next-generation appliance shopping behavior
- Sustainable organic growth platform supporting expanding product catalog and brand partnerships
Key Takeaways
What Worked Best:
- Comprehensive e-commerce technical SEO optimized for large product catalogs
- Strategic product content and buying guides targeting 48,300+ appliance keywords
- Brand authority positioning across 150+ manufacturers (LG, Samsung, Bosch, Miele, etc.)
- AI-powered search optimization securing visibility in ChatGPT, Perplexity, Gemini, and Google AI Overview
- Conversion-focused approach turning organic traffic into appliance purchases
- Strategic backlink profile management maintaining 937 referring domains
Business Outcome
AJ Madison has solidified its position as a leading online appliance retailer with exceptional organic visibility—280,000 monthly visitors and rankings for over 48,000 appliance-related keywords. With a Domain Rating of 68 and 937 referring domains, AJ Madison successfully competes against major big-box retailers and continues to capture market share in the competitive online appliance space.
The company now appears prominently in AI-powered search results across ChatGPT (937 citations), Google’s AI Overview (569 citations), Perplexity (683 citations), Gemini (557 citations), and Copilot (621 citations), achieving a 67% AI Visibility score. This positions AJ Madison for the future of appliance shopping as consumers increasingly rely on AI assistants for purchase recommendations, ensuring the brand remains the go-to authority for home appliance needs in the AI-driven search era.