We all know the role search engines can play in connecting you with people looking for what you do and what you offer.
But the truth is, plenty of kitchen retailers are dipping their toe in Google’s waters but not getting the return they want.
And - frankly - a lot of the time, it’s because they’re dabbling rather than doing it properly, fully committed.
So, if you feel you’re playing about with Search rather than getting stellar results, here are two things you should consider:
1. Stop sending people to the home page!
Unless someone has searched for your brand, or done an extremely generic ‘kitchens’ type search, sending them to your home page can be a bit of a waste of money.
The page you send them to needs to be congruent with their search term and information-rich on precisely what they’re searching for.
Google loves it, and so does the person searching.
If they’ve searched for ‘german kitchens’, you need to offer up and send them to a specific German kitchens page.
‘Masterclass kitchens’? Then, send them to a Masterclass kitchens page.
Shaker kitchens? Same deal.
When someone clicks through on a search result from Google, their brain is looking for any sign that they’re in the right place. If you can’t quickly provide that sign, they’ll bounce off, so anything you do to help them recognise they’re in the right place is a smart move:
· Use a headline that matches their search term
· Use their search term in the opening paragraph or page description.
· Include a picture of the kind of kitchen they’re searching for
2. Meet them where they are
Getting Search right is all about matching up the content you serve to your visitor with the information they’re after.
And knowing - as we do - the process a kitchen customer goes through before buying or even booking a consultation, we must meet them where they are.
Unfortunately, few retailers do this – they’ll do all the hard work getting someone onto their website from Google and then limit their content to only about what they offer.
That’s not necessarily what people are looking for.
Instead, if they’re searching for ‘shaker kitchens’, they’re looking for helpful information to help them in their search. And if you can provide that information, you’ll create a bond and start winning them over. And, of course, you’re then in the box seat when it comes to who they contact for the next step!
Using shaker kitchens as an example, by all means, introduce your business. But quickly move to talk through the options available – traditional vs modern, handles vs handleless, and so on. This performs two purposes: it educates and informs your visitor, and it also pleases Google since you’re providing an information-rich page relevant to your search term.
Give more attention to these two steps, and you’ve got a far better chance of cracking the Search code and generating more leads from the all-important search engines.
