Being a digital agency, we appreciate and understand the value of paid ads in any marketing campaign. The fact that you can guarantee placement for any keyword is a fact of online marketing that cannot be ignored. This guarantee comes with a price though and has to be paid for by each click.
The value in search engine optimization is the wide breadth of keyword terms that your site can rank for at no additional cost. It is no longer a matter of bid cost, but becoming the most relevant page for a particular set of keyword terms. Because of this, if done properly, SEO is able to provide an ROI that just cannot be matched by paid advertising.
Organic Search Engine Results have a Larger Reach and Higher Consumer Confidence than most Furniture Businesses Realize
The added advantage is that once a website is ranking for terms, it has the ability to hold that position if temporary external forces cause you to pause from time to time. This is not the case for paid ads Google Ads or Facebook advertising. The moment you stop paying for those clicks, you are no longer in the search results. The fact is that any business in the furniture industry should have a healthy mix of paid and organic traffic that work together.
Setting up your SEO Goals
We work with our clients to measure the results of your campaign. We need to have some metrics against which the outcome can be analyzed. Content for your physical store location is often different than your ecommerce:
- branding – create awareness about your website, certain product or services you have to offer,
- gain bigger market share – beat your competition and drive more customers to your business
- attract 10,000 new visitors
- gain 10 quality links from authoritative websites related to your business
- get 1,000 new list subscribers to your monthly newsletter
- rank on page one of Google for certain furniture related keywords
The value behind the above examples are always discussed with our clients and together we set these for our metrics. Setting up your goals and agreeing on objectives is one of the first steps any marketing agency should start out with.
Making a plan for the whole campaign
We will formulate a step by step approach outlining all of the tactics for the entirety of the campaign determining which processes are the most important and which ones can be done with little time and effort. That will help us plan the time needed for each milestone and determine prioritization for each.
After beginning the campaign, realistic assessments can be made as to the effectiveness of the strategy as a whole. Metrics can be compared to help make decisions regarding whether further resources or time need to be devoted to strategic priorities or whether certain aspects of the campaign are achieving set goals and focus can be adjusted to other objectives. In other words, this is not a set it and forget it approach. In order to achieve actual results, we have to monitor and prioritize on an ongoing basis.
Optimizing Your Furniture Website
Our team of experienced marketing professionals can evaluate and improve your existing website or assist you in building a new one. We have worked with WordPress, Shopify, Wix and others over the years and we can help you to create an effective online presence.
The content on your site and the optimization of your pages are the highest priority for any strategy. People are constantly searching for brand names, comparing specific products and learning more about trends. Your website is the center point for all of these search opportunities.
SEO & Your Website
Backlink Building Strategy for Your Website
One of the strongest linking signals for Google is evaluating how other websites link back to yours. To build authority for your website in the search engine algorithms, our team places a lot of effort in research, evaluation and activities surrounding strategies that will encourage other relevant websites to link to your site.
Depending on the set goals, we look at industry specific niche opportunities, localized site if beneficial and product sales links. Every project is unique and we develop a plan for each of our customers.
The Importance of Google My Business Listings For Furniture Stores
Whether you have a furniture store, own a brand or are a manufacturer, you should claim a Google My Business (GMB) Listing. Quite frankly there is no reason not to. First off, it is one of the more effective ways to start establishing your business name online for searches.
If you have a retail location it is counterproductive not to have one because whether you claim it or not, it will probably appear sooner or later and probably with incorrect information. It is worth the time to set it up.
It conveys a lot of information to potential and existing customers. Since it is integrated with Maps, it will help people who are searching for furniture stores in their area. So even if they don’t find your website, they can still find your business.
Benefits of GMB Listing for Retail Furniture Stores
Similar to a Facebook page or many other social media profiles, your Google My Business listing is at its core a social media profile. And so it also acts like one, with the added benefit of being integrated into Google’s search algorithm.
Search engines do their best to determine the intent of web pages and provide the best search results to the inquiry being made. This means that that they do not differentiate between you and Wikipedia. They have trouble deciphering that your furniture store page is an actual business.
With the Google Plus online profile, the information is hardwired (so to speak) in that they provide pre-populated categories and know that your furniture store is an actual business and this makes it easier for them to serve up your listing as a result because it makes it easier to connect your profile to consumer intent.
That being said, when you are setting up your profile, spend the time to fill out as much information as possible. List the hours, select multiple categories, give lengthy descriptions when possible describing the types of furniture you offer and even mention the shopping plaza where (if applicable).
Also, pay attention to your profile. Respond to reviews from customers, post new products and update photos. You’d be surprised at how Google will serve up results to your benefit. Since Google is always testing new features, there is always something new being added as a tool or a new way to display your offerings in results.