Children’s Furniture Company closes down, in the wake of Google’s Penguin update

Online retailer the Children’s Furniture Company is closing down – after it lost its position on Google‘s natural search rankings in the wake of an update at the search engine.

The Children’s Furniture Company website was founded in 2002 by Sarah and Charles Codrington and after more than a decade in business it had, until this spring, been appearing high on the Google natural search listings. That was important because while around 50% of custom for its own designs of children’s furniture came from repeat business, new customers largely came via Google’s natural search listings.

In its best years the Brixton-based business had turned over £0.5m and had appeared in national newspapers and magazines from The Sun and The Observer to Homes & Gardens and Marie Claire. Recession came, but the company was weathering the storm, helped by the high search rankings it enjoyed on its key search terms. Natural search on Google was by far the most effective of a range of marketing techniques, which included PPC on Google and advertising in a variety of media as well as PR. But following Google’s Penguin update, which took place towards the end of April this year, all that changed.

Sarah Codrington said: “We were page one on bunk beds, page two on children’s beds up to the beginning of May – then we just started to plummet. I think we’re on about page 20 now.”

The Penguin update was aimed at rewarding high quality websites and downranking websites that used so-called ‘black hat’ SEO techniques, such as link farming or keyword stuffing. But the practical effect on the Children’s Furniture Company was a sudden fall in the number of website hits from Google. The company had been enjoying between 450 and 500 hits a day – but suddenly that fell to less than 100.

Following advice, Sarah Codrington went back and looked at the links on her website and found around 2,000 external links that she says were put in place by a company that it employed to work on SEO some years ago. Because it was impossible to get rid of the links, the Children’s Furniture Company would have had to start again, rebuilding the website and working to regain its previous high-ranking positions on Google, a job that was likely to take months.

“If we had been bigger and had had three years of fantastic trading and knew the recession was going to end tomorrow we wouldn’t have made the decision we made,” said Codrington. She added: “We were literally in the position of having to buy a lot more stock and we both thought it’s just not worth it. Without being sure that we could get back to where we were in any reasonable space of time, you can’t hang about for three to four months not selling. And the reality was we’d have had to build a new website.”

The Children’s Furniture Company database has now been passed to and over the course of this summer the company is now selling off its remaining stock. Charles Codrington, who oversaw design and manufacturing, continues to act as an agent for companies looking to manufacture in Romania, where its own furniture was made, while Sarah is considering her next move.

In the wake of these events Codrington says she’s thought about whether she should have outsourced the SEO work, given how crucial it has proved to be to the business. But the answer remains the same.

“When you’re running a business you can’t do it all yourself,” she said. “It’s the obvious thing to buy in a specialism. If you know what you’re doing [SEO] is not that hard, but to learn it while running a business and dealing with the production, design, delivery, sales, everything you do, you think that’s one thing I can get someone else to do. I don’t think I would have done anything different.”

When we contacted Google to ask for a comment, they referred us to this page for information on the reason for the update. There it says: “While we can’t divulge specific signals because we don’t want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics.”

Update: The Children’s Furniture Company has now relaunched under new ownership.

9 comments on “Children’s Furniture Company closes down, in the wake of Google’s Penguin update

  1. himagain said:

    I’m passing this exact Site as is to many of my people. The article summarises much and ends with Google’s own succinct advice.
    The two solitary till now 🙂 comments were excellent value.

    There are only two ways to get traffic out in the Cyberbog:
    1. Take the risk and pay the big bikkies for SEO.
    2. Have damn good products/services.

    The first option is easier. Faster. Like skiing down a mountain in the dark. For a while you can have it all to yourself. Then using free fabulous tools, the mountain will be lit up and you will be tracked down, and some kid will knock you off with “tactics”.

    The second option is a bummer. Unless you fluke it, like the insanity of a Twitter, you need product. Then as any marketer can tell you, it is hard work and and still a lottery. But you will make a very good living, if, if your product is better. NEVER cheaper, that way is certain doom.

    There’s a guy in Australia who makes the world’s most expensive saddles. Permanently busy. doesn’t outsource anything, because outsourcing will eventually tell.

    Google basically rules, it is king. If the king says day is night, turn on your lights, or get outta town (updated old True Alchemical saying)

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  4. Benson said:

    I’m sorry I just don’t believe this one – sounds more like a company going to the wall because of the recession (or pricing, or poor product choice) rather than Google being at fault, and a marketing push for MyDeco.

    1. Is the only marketing they did through Google’s natual search? Very poor business decision.
    2. “And the reality was we’d have had to build a new website.” – Why? The site, if it was performing before, should not need a makeover due to external ‘bad’ links.
    3. “had been enjoying between 450 and 500 hits a day – but suddenly that fell to less than 100. ” Well – it’s not the number of hits that count, but the conversion rate. What if those 100 were for the same terms that always converted but the ‘missing’ 400 were for the longtail guff that didn’t convert?
    4. “We were … page two on children’s beds” – so you weren’t really doing very well in Google’s rankings before either. And who looks at rankings in this way nowadays – come on Internet Retailing, get with it – this isn’t the nineties!

    This story really hasn’t been looked at in terms of ecommerce information or news for ecommerce professionals – as before, it’s more a marketing spin that anything that rings true.

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  6. Ashley said:

    I agree, unfortunately this won’t be the last company to be negatively effected by search engine updates. It is difficult for small companies to keep up with changes in the market, especially if they don’t actively use search engine marketing techniques.

  7. Hmmm – mixed feelings on this.

    Of course I feel sorry for the owners [and employees/suppliers] of this company, but …

    1 They did not do due diligence on choosing an SEO provider [why do I find most organizations give more thought to their choice of van supplier or sign painter than they do to their choice of digital marketing provider?]

    2 The Children’s Furniture Company has, in effect, benefitted – for a number of years – from what we might describe as ‘black-hat’ tactics. Yes, they were unaware of this [see point #1] – but how many business-start-up competitors failed during this time because they relied on ‘white-hat’ optimization [anyone feel sorry for them?] or have struggled by and are reaping the rewards now that the Children’s Furniture Company has disappeared from the Google SERPs?

  8. Undefined said:

    I really feel for this retailer. They aren’t the first and certainly won’t be the last to fall victim to what Google have decided is quality content. It highlights that retailers really need to be thinking outside of Google. Never has the term “all your eggs in one basket” been so apt. Relying on Google as your main source of traffic is, as this article has highlighted, potentially very damaging. I’m not saying you ignore Google, let’s face it that would be pretty nieve, but Google results should be just one of your marketing strategies.

    There are other search engines, and many other methods of marketing your site, whether this is being proactive in forums, email campaigns or traditional printed advertising.

    Retailers shouldn’t need to read help pages within Google to be told that Good quality content and great customer service will reward you with both traffic from SERPs and traffic from customer recommendations, these should always form the foundation of any online trader.

    If you are an online retailer, you should seriously be looking at targetting other search engines, I long for the day that Google are challenged by serious competition or maybe it’s time the competition commission step in and get dirty!

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