Furniture brands have a variety of challenges when selling online, and the world of search engine optimisation (SEO) can seem suspiciously complicated – but it needn’t be, writes Martin Calvert, marketing director at digital agency ICS-digital …
For independent brands with comparatively small marketing teams, in particular, it can be challenging to know where to begin (or begin again, if you’ve been burned in the past). Even if you’re under way with an SEO strategy, how do you know you’re doing the right thing? And how can you be sure you’re prioritising enough on ‘the right thing’ to make a difference to sales?
More than this, for those with channel partners and retailer relationships, becoming ‘too successful’ in selling direct online can lead to competition with your own stockists – an uncomfortable position.
In this article, I’ll try to highlight some of the ways furniture retailers can: understand the fundamentals of SEO, and what it takes to earn rankings that increase sales; create the right content, and benchmark SEO performance against competitors; and remove the risk of wasteful allocation of limited marketing resources.
The first thing to say is that while there can be a lot of jargon (and no shortage of misinformation and outdated advice), SEO in 2023 is in many ways more straightforward than it has ever been.
The fundamentals of SEO
Google and other search engines have become much better at identifying quality content that helps customers – and that’s the...
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