People search for the object and the material. A solid oak table, a leather corner sofa, a divan with storage: those phrases have intent behind them, while the shop's own name is typed only by people who already know it.
Constraints are the gap in this market. Furniture for small rooms, pieces that come apart to get up a staircase, beds that fit an awkward alcove: real problems, real searches, and hardly anybody writes about them.
Sofas and beds are where the money is. They are considered for weeks, visited in person and rarely bought from the first shop, which is why appearing early in that consideration matters more than appearing cheapest.
The calendar is predictable. January, the weeks after a house move and the run-up to Christmas produce the same demand every year, and the pages that catch it should not be built during the peak.