This month we’re asking retailers: This month we’re asking retailers: When it comes to Search Engine Optimisation, what is key to your SEO strategy?
Home World – Mattress & Bed Centres
Regarding SEO, we spent a lot of money on this over the years. Several companies have promised us “cheat codes” or similar, to get us on the first page. All failed. From what I can see, the only way is to pay thousands of pounds a day to Google. We kind of threw the towel in with the website and focus more on social media. We do pay for sponsored adverts on social media but it’s manageable.
Fairway Furniture
With the ‘dark art’ that is SEO, alongside doing our own website copy creations and optimisation, we use a digital agency partner who has far greater depth and resources. Central to our overall strategy is to ensure that we leverage the best results from the investment we can make in our website, as it’s our digital shop window. This includes continual keyword optimisation to enhance our brand visibility, ensuring our site’s development path is mobile-first and super easy to use, keeping content relevant and fresh so as to engage consumers and developing overall site authority. With ever changing algorithms and Google’s penchant for changing ranking methodology without warning, SEO often feels like a very long, dark tunnel…
MattressNextDay
Our SEO strategy is grounded in a deep understanding of customer behaviour and search intent. By meticulously researching keywords and analysing customer data, we create compelling product pages and informative content / guides that directly meet our visitor’s needs. We prioritise on-page optimisation, technical SEO, and the production of original, high-quality content to enhance search engine visibility. Also, our commitment to following SEO best-practices ensures that our website is seen favourably by search engine algorithms which also helps with visibility and provides a better user experience.
Land of Beds
Land of Beds’ SEO strategy focusses on creating informative sleep-related content and optimising for local searches. We prioritise technical SEO, detailed product descriptions, and building quality backlinks. Customer reviews and schema markup help improve our visibility in search results. This approach aims to connect more customers with suitable sleep products while establishing our expertise in the bedding industry.
M6 Beds
We focus on optimising our ‘Google My Business’ listing and targeting location specific keywords to boost both in-store & online visits, while creating locally relevant content and building backlinks from local directories such as local online news platforms. This helps us target both new and existing customers with store specific ranges or special offers. We’ve also enhanced product pages with detailed descriptions, mobile-friendly designs, and targeted keywords. Our monthly blogs get linked to third party sites which help boost organic growth. Encouraging customer reviews has improved local rankings and the addition of a marketing agency has helped us to achieve strong growth by leveraging their expertise and enhancing our SEO strategy – allowing us to continue our growth throughout the rest of 2024 and beyond!
Dreamland
Our SEO strategy is tailored to our business model as a bricks-and-mortar retailer complemented by a brochure website. Although our primary objective is to drive foot traffic to our physical storefront, the website functions as a critical conduit for disseminating information about our products and educating potential customers on the intricacies of bed selection. A pivotal component of our strategy is the implementation of local business schema, which is particularly crucial given our geographically constrained delivery catchment area. This localised approach significantly enhances our visibility within the community, ensuring that our website attracts a highly relevant and targeted audience through organic search.
Our strategy incorporates the deliberate use of semantic keywords, which enables us to capture a broader spectrum of search queries while maintaining a high degree of relevance. This practice not only enhances our rankings in search engine results pages (SERPs) but also optimizes the user experience by aligning our content more closely with customer intent. Additionally, our ongoing commitment to content optimisation has yielded substantial improvements in ad rankings and relevancy scores, thereby reducing our cost-per-click (CPC) in paid campaigns.
Moreover, link acquisition remains a strategic priority, with particular attention given to ensuring that all mentions and listings of our business include “do follow” links. This approach significantly bolsters our website’s authority and overall search engine performance. Looking ahead, I am committed to enhancing our adherence to Web Content Accessibility Guidelines (WCAG) to ensure our website is fully accessible to all users. Although time constraints have previously limited our focus on this critical area, I recognise its increasing importance and am determined to prioritize it moving forward. I understand that optimising for accessibility, in conjunction with our other SEO strategies, will not only expand our audience reach but also align with best practices, ultimately fortifying our online presence and driving continued growth.
