JOHI
SEO & Brand Strategy - Content Management - Content Writing
About JOHI
JOHI is a furniture and design studio in Santa Cruz, California, owned and operated by husband-and-wife duo Holly and Raja Badr-el-Din. They operate an in-person showroom for their furniture, as well as an in-house workshop where they oversee the entire design-to-manufacturing process. Through their website, they sell both ready-to-ship and made-to-order pieces, which are available to the entire U.S.
Rachel’s needs
The team at JOHI already had a website when they approached me, but they wanted to be able to rely more on online sales. They were ready for a fresh strategy, a stronger focus on SEO, and help prioritizing their website content.
My work with them began with a full-scope brand, SEO, and content strategy. From there, we moved forward to monthly content management, where I was able to leverage the strategy to structure their editorial and website management calendar. As a fractional content manager, I also handle copywriting, editing, and newsletter management.
The needs:
The project
To get a feel for JOHI’s current positioning and opportunities, I started by evaluating their SEO performance, which revealed that they were mostly relying on direct and branded traffic—a clear opportunity for more product-based SEO. By evaluating their technical SEO, I also made a list of priority technical tasks to aid with rankings and user experience.
From there, I looked into their top four competitors, evaluating their SEO and brand strengths and weaknesses. Through the competitive analysis, I generated additional content ideas for JOHI where they had gaps, while also outlining their strengths and opportunities as a brand more focused on community, direct customer relationships, and a unique design-to-manufacturing process.
My strategy also included a detailed outline of their ideal customer profile, as well as comprehensive brand messaging guidelines to provide a more consistent and cohesive tone throughout all their content.
The strategy culminated in a content plan outlining the types of new content to prioritize throughout the funnel, as well as the priority technical tasks I would resolve for them.
Moving forward from strategy to monthly management was a seamless transition—currently, I evaluate their performance every month, structure their editorial calendar based on current performance and priorities, and produce content for their landing pages, blog, and newsletter.
The work:
SEO/AIO strategy and content plan
Competitor audit
Brand messaging and positioning
Editorial calendar
Performance monitoring
Technical SEO
Optimizing website architecture
Copywriting for blogs and landing pages
Newsletter management
The results
After the strategy work was completed at the end of 2025 and it laid both a brand and SEO foundation, I started optimizing and publishing new JOHI content in January 2026.
In just five months, I’ve been able to diversify their keyword rankings to include more local and product-based search terms, leading to top rankings for 2x the keywords they were ranking for in 2025. The new rankings have led to an 18% increase in average SERP impressions, a 32% increase in organic traffic, and a 6.5% increase in sales from organic search (year over year).
The JOHI newsletter list has also grown by 9%, and we’re currently testing content and template features to increase newsletter sales over time.
My work with JOHI is ongoing, so I’ll be sure to update these metrics over time!
The numbers (as of June 2026):
2x ranking keywords
8% increase in SERP impressions
32% increase in organic traffic
9% increase in newsletter subscribers
6.5% increase in sales from organic search